Amazon: Shop Direct can send its shoppers to your own shop

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

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Amazon on November 4, 2026 launched the Shop Direct Merchant Workspace

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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

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their products are discoverable to customers using Alexa for Shopping and the Amazon shopping website and app

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Create a Shop Direct merchant account. Verify your business website.

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Share your catalog by working with a solution provider whose app connects it for you, or by integrating directly with the Selling Partner API (SP-API)

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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.

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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.

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Selection connected to Shop Direct may be displayed to Amazon customers in relevant searches and within Alexa for Shopping.

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customers may see relevant products from other online merchants, clearly labeled "Shop Direct."

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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.

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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.

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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.

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Amazon's AI then securely completes the purchase from the merchant's website.

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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.

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Merchants continue to handle inventory, pricing, order fulfillment, and customer service through the same processes they already use.

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Shipping, delivery, returns, exchanges, and customer service are managed directly by the merchant through their existing processes.

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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.

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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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Customers are increasingly trusting Amazon and Alexa for Shopping as the place to start any shopping journey

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Through our AI connector, Shop Direct provides Amazon customers near real-time information about merchants' products.

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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

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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.

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