Amazon is expanding a program it launched last February that shows products not currently sold on Amazon.com when customers search for items, and then redirecting them to third-party sites if they want to purchase. Amazon is now making it easier for merchants to participate in the feature, called Shop Direct, by enabling third-party product feeds from Feedonomics, Salsify and CEDCommerce.
“Our vision is that whenever a customer asks for a specific brand or product on Amazon, we can help them find it and buy it — even if that product is only available in another store,” explains a company blog post.
Here’s how it works: When customers view products that are part of the Shop Direct selection, they have two options — they can tap “Shop Direct” to be directed to the merchant’s website, or, for eligible products, they can tap “Buy for Me” to have Amazon agentically complete the purchase on their behalf using their primary Amazon address and credit card.
Both Shop Direct and Buy for Me were introduced last year as part of Amazon’s years-long evolution away from being just another online retailer (albeit a big one) and toward the larger title of being an enabler of ecommerce everywhere it happens.
A little over a year after being launched, Amazon said that Shop Direct now includes more than 100 million products from more than 400,000 merchants, and that it has referred customers millions of times to items they were interested in buying from stores across the web. Tens of millions of products are now also available to purchase through the AI-powered Buy for Me feature, according to the company.
Demo of how Shop Direct works (courtesy Amazon)
Feedonomics, Salsify and CEDCommerce Merchants can Now Access Amazon Shoppers
Now those numbers look set to expand even further, as several companies integrate their product feeds — including Feedonomics, Salsify and CEDCommerce — allowing merchants to automatically sync their catalog, pricing and inventory in real time with Amazon’s Shop Direct, but continue to refrain from listing those products directly on Amazon if they so choose.
Merchant store names are clearly displayed so customers know who they’re buying from, whether they choose to shop directly on a merchant’s website or request that Amazon purchase the product on their behalf with Buy for Me. Additional feed syndicators and an Amazon merchant portal with a merchant-direct feed are coming soon.
“Product feeds give merchants a streamlined way to reach Amazon customers who are searching for their products,” said Amanda Doerr, VP of Core Shopping at Amazon in a statement. “With feeds, merchants can easily sync their catalog, pricing and inventory in real time and maintain their customer relationships, while the program drives meaningful traffic and sales and gives customers access to even more selection.”
“We are thrilled to partner with Amazon to bring Shop Direct product feeds to our customers,” said Rob Gonzalez, Chief Strategy and Innovation Officer at Salsify in comments shared with Retail TouchPoints. “It’s a win for any merchant who wants to grow their brand and product visibility without adding more complexity to their day-to-day operations. By opening up this beta, Amazon is giving brands a free, direct path to connect with new shoppers and drive that traffic straight back to their own websites to finish the purchase.”
To get started, merchants can contact their account representative at Feedonomics, Salsify or CEDCommerce.
Feedback Positive for ‘Shop Direct’ but Merchants are Mixed on ‘Buy for Me’
The expansion of Shop Direct was in direct response to positive feedback from both customers and merchants, according to the Amazon post: “Merchants love that we make it easy for customers searching for their brands to find them. Shop Direct provides merchants the opportunity for their products to appear in front of hundreds of millions of Amazon customers when they’re searching and interested in a product—driving incremental visibility, discovery, and sales with minimal effort on the merchant’s behalf.”
The company has had more mixed feedback on its Buy for Me feature, which some brands report is operating on their sites without their permission.
