🇺🇸 USFBM PolicyMedium ImpactMarch 11, 2026
Amazon Shop Direct Opens to External Merchants via Product Feed Integration
Effective: March 11, 2026
US brands and sellers who operate their own direct-to-consumer websites and want Amazon search exposure
Amazon expanded its Shop Direct program by opening product feed integration to all merchants through three authorized syndicators: Feedonomics, Salsify, and CEDCommerce. The program surfaces merchant products inside Amazon Search and the Rufus AI shopping assistant, but directs buyers to complete checkout on the merchant's own website. Sellers operating their own D2C sites can now gain Amazon-level visibility without listing products for FBA or marketplace fulfillment.
Real-World Impact
A brand selling on its own Shopify store can appear in Amazon search results alongside FBA listings, reaching Amazon's 200M+ Prime members without paying FBA fees or referral commissions.
Key Points
- Shop Direct surfaces non-Amazon merchant products in Amazon search results and Rufus AI conversations
- Buyers are directed to the merchant's own website to complete checkout — Amazon charges no transaction fee
- Product feeds can now be submitted via Feedonomics, Salsify, or CEDCommerce integrations
- A direct merchant self-service portal is under development and coming soon
- Products do not need to be in Amazon's fulfillment network to participate
- Brands with their own D2C sites can compete for Amazon search visibility alongside FBA listings
What You Should Do Now
- 1Evaluate whether your brand has a strong D2C website that could benefit from Amazon search traffic
- 2Contact Feedonomics, Salsify, or CEDCommerce to set up a product feed integration for Shop Direct
- 3Ensure your product images, titles, and descriptions meet Amazon listing quality standards before submitting
- 4Monitor Amazon for the upcoming direct merchant portal that will enable self-service feed management
Official Source
Amazon About →This summary is written in our own words based on the official source linked above. Policies may be updated after publication. Always check the official Amazon source for the latest details.