- Retail
Tens of millions of customers have already discovered hundreds of millions of products from stores across the web through Amazon’s Shop Direct. With the new Shop Direct Merchant Workspace, merchants have a fast, free direct AI connector from their store to Alexa for Shopping and Amazon.
Key takeaways
- Amazon launches the Shop Direct Merchant Workspace, a free self-service portal that makes it easy for eligible merchants to connect their stores to Amazon and get their products in front of hundreds of millions of customers.
- Merchants can reuse product catalogs they’ve already built for other shopping destinations and connect through established third-party providers like Feedonomics, Salsify, CEDCommerce, and VersaFeed.
- Since launching last year, tens of millions of customers have discovered hundreds of millions of unique products from other stores through Shop Direct, with Shop Direct products appearing in hundreds of millions of searches monthly.
Amazon’s store offers a broad selection of hundreds of millions of products, including 300 million items available with fast, free Prime delivery, across more than 35 categories including home, apparel, beauty, grocery, and everyday essentials.
In addition to providing customers broad selection, low prices, and fast delivery in our store, we’re also building the best agentic shopping assistant, Alexa for Shopping, which, among a broad range of capabilities, helps customers discover and buy selection from other stores across the web through Shop Direct, Amazon's agentic shopping program. Our goal is that when customers search for specific products or brands that aren’t sold in our store, we want to provide them easy ways to find and buy them on Amazon and our Alexa for Shopping agent.
Since introducing Shop Direct last year, tens of millions of customers have discovered hundreds of millions of unique products from other stores, and Shop Direct products are appearing in hundreds of millions of searches monthly. These items build on our already broad selection to help ensure customers can find what they are looking for even if Amazon doesn’t carry it. Now, Amazon is launching the Shop Direct Merchant Workspace with a fast, free direct AI connector from their store to Alexa for Shopping and Amazon to make it even easier for merchants to join and grow their selection in the program.
The Shop Direct Merchant Workspace, a self-service portal that allows eligible merchants to register for Shop Direct and connect their store to Amazon
The Shop Direct Merchant Workspace is a self-service portal that gives any eligible merchant the ability to register for Shop Direct and connect their store to Amazon, so their products are discoverable to customers using Alexa for Shopping and the Amazon shopping website and app. Through the Merchant Workspace, merchants can submit product feeds and manage their participation. The Merchant Workspace also gives merchants visibility into which of their products are active and available to Amazon customers through Shop Direct.
Selection connected to Shop Direct may be displayed to Amazon customers in relevant searches and within Alexa for Shopping. Customers who are interested in learning more about a product or buying it can tap the "Shop Direct" button on the product page to be directed to the merchant's store. They’ll receive a notification that they're leaving Amazon before being directed to the merchant site to see product details and complete the purchase.
When eligible, products within Shop Direct may be purchased using Amazon’s agentic buying tool, Buy for Me, which handles the entire purchase process on the customer’s behalf. Customers tap the “Buy for Me” button and confirm their order details on Amazon’s familiar interface—including delivery address, taxes, shipping fees, and payment method. Amazon’s AI then securely completes the purchase from the merchant’s website.
Merchants who are already Amazon sellers may also be eligible to participate in Shop Direct and list selection they don’t currently sell in Amazon’s store. Amazon sellers who are interested in the Shop Direct program should reach out to “shopdirect@amazon.com.” Merchants who are interested in selling directly in Amazon’s store and using our range of selling partner services including Fulfillment by Amazon and Amazon Ads can visit Amazon Seller Central to learn more and
Why should merchants join Shop Direct?
As customers increasingly look to Amazon and Alexa for Shopping as the place they start any shopping mission—not just from Amazon’s store—merchants who aren’t participating in Shop Direct are missing out on that demand. The Merchant Workspace makes it faster and easier than ever for merchants of all sizes to get their products in front of those customers.
Merchants choose to connect their stores and offer selection through Shop Direct because they can:
- Reach Amazon customers: Their products may be discovered by Amazon customers who are actively searching for them.
- Maintain existing day-to-day operations: Merchants continue to handle inventory, pricing, order fulfillment, and customer service through the same processes they already use.
- Provide up-to-date and accurate product information: Through our AI connector, Shop Direct provides Amazon customers near real-time information about merchants’ products.
- Decide what selection to include: Merchants can select what items they want to include in Shop Direct. There are no fees to participate in Shop Direct, and merchants can opt out at any time.
“Customers are increasingly trusting Amazon and Alexa for Shopping as the place to start any shopping journey—whether what they're looking for is in our store or somewhere else on the web,” said Amanda Doerr, vice president of Core Shopping at Amazon. “Shop Direct makes it simple for merchants to have their selection discovered by Amazon customers. We created the Merchant Workspace to make it fast and easy for merchants to be part of this growing experience using the catalogs they’ve already built for other shopping destinations.”
What feed formats does it support?
The Shop Direct Merchant Workspace accepts widely adopted shopping feed formats, allowing merchants to reuse product catalogs they’ve already built for other shopping destinations. This significantly reduces the technical lift required to provide product information, eliminating the need for merchants to create a new catalog from scratch to list their selection on Amazon and Alexa for Shopping.
Within the Merchant Workspace, merchants can connect through established third-party app providers like Feedonomics, Salsify, CEDCommerce, and VersaFeed. As more developers build Shop Direct integrations with the Selling Partner API (SP-API), merchants will have an even broader range of apps to choose from. Solution providers can learn how to start integrating with the Shop Direct API. Visit the Shop Direct Merchant Workspace to stay up to date on the latest catalog sharing options as more become available.
How can merchants sign up for Shop Direct through the Merchant Workspace?
Merchants can visit the Shop Direct Merchant Workspace to get started in three steps:
- Create a Shop Direct merchant account.
- Verify your business website.
How does Shop Direct work and where is it available?
Shop Direct helps Amazon customers discover products from other stores across the web. When searching for a product on Amazon, customers may see relevant products from other online merchants, clearly labeled "Shop Direct." Shipping, delivery, returns, exchanges, and customer service are managed directly by the merchant through their existing processes.
Shop Direct is available for all U.S. customers on Amazon.com, the Amazon Shopping app, mobile web browsers, and through Alexa for Shopping, Amazon’s agentic AI shopping assistant.
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