Amazon Shop Direct Now Accepts Third-Party Product Feeds
Amazon has expanded Shop Direct to accept product data from third-party feed providers, meaning merchants who have never listed on Amazon could now find their products appearing in Amazon search results. Here is what the expansion involves and what sellers should know before deciding whether to participate.
What Changed
Amazon now accepts product feeds from three providers: Feedonomics, Salsify, and CedCommerce. These are catalog management platforms that merchants already use to distribute product data to channels like Google Shopping, Facebook, and other marketplaces. By connecting to these providers, Amazon pulls real-time inventory, pricing, and product information directly from a merchant's existing catalog.
A merchant-direct feed portal is also in development, which would let brands submit data to Amazon without going through a third-party provider at all.
How the Feed Integration Works
When a merchant's catalog is connected to one of the supported feed providers, Amazon pulls product data including pricing, availability, and product details in real time. That data is then used to surface products in Amazon search results under Shop Direct placements, even if the merchant has no traditional Amazon listing.
Shoppers who find a product through Shop Direct have two options. They can click through to the merchant's website to complete the purchase, or use Amazon's Buy for Me feature, which has Amazon's AI agent handle checkout on the merchant's site on their behalf. Fulfillment, returns, and customer support remain the merchant's responsibility regardless of which path the shopper takes.
Related reading: Amazon’s “Buy for Me” Feature Draws Scrutiny From Independent Sellers
What This Means for Feed Accuracy
Because Shop Direct relies on real-time data from external catalogs rather than Amazon-hosted listings, feed accuracy becomes especially important. Any errors in pricing, inventory levels, or product details show up directly in Amazon search results. Merchants participating in the program through a feed provider should confirm their catalog data is current and structured correctly before going live.
Feedonomics, Salsify, and CedCommerce all offer tools to manage and validate feed data across multiple channels. Sellers already using these platforms for Google Shopping or other marketplaces can apply similar data quality standards to their Amazon Shop Direct feeds.
What to Check if You Use These Feed Providers
If you use Feedonomics, Salsify, or CedCommerce to manage your product catalog, it is worth confirming with your account manager whether your data is currently being shared with Amazon and under what terms. Some merchants may find their products are already appearing in Shop Direct placements without having actively opted in.
To check, search for your brand name and product titles in the Amazon mobile app. If your products appear and you did not intend to participate, you can request removal by emailing branddirect@amazon.com. Keep a copy of the request and any response for your records.
More feed providers are expected to be added to the program over time, and Amazon has indicated a merchant-direct feed option is coming. Sellers who want to participate on their own terms rather than through a third-party provider may find that option a more straightforward path when it becomes available.
