Amazon expands a program that lets customers shop from other retailers' sites | TechCrunch

"Amazon can direct shoppers to a merchant's website via its search results or its AI shopping assistant, Rufus, and even let customers use AI to make a purchase. The company has added support for third-party product feeds from Feedonomics, Salsify, and CEDCommerce, which provide Amazon access to merchants' inventory and product information in real time."

"In February 2025, Amazon began beta testing a new shopping feature that would link to a retailer's website when its own search results didn't include the product the customer was seeking. Customers would see the product information on Amazon, but could click through to the retailer's site to learn more, check pricing, and view delivery options."

"While the move to be included on Amazon could certainly boost a brand's exposure and potential sales, it could also give Amazon insights into which brands, products and price points are most appealing to customers. The company could use this information to improve its own business by providing data on competing products, tracking trends, identifying potential Buy with Prime partners and more."

Amazon is expanding its Shop Direct program to allow U.S. customers to discover and purchase products not sold directly on Amazon. The company now supports third-party product feeds from providers like Feedonomics, Salsify, and CEDCommerce, enabling real-time access to merchant inventory and product information. When Amazon's search results lack a requested product, customers see information on Amazon and can click through to the retailer's website to complete purchases. The feature, which began beta testing in February 2025, notifies customers they're leaving Amazon's platform. This expansion benefits merchants through increased exposure while providing Amazon valuable data on competing products, pricing trends, and potential partnership opportunities.

Read at TechCrunch