Story perspectives

Amazon Expands Shop Direct, Boosts Third-Party Shopping

3/12/2026

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Summary

Story summary

Amazon expands Shop Direct for U.S. customers on Amazon.com and its mobile app to discover and purchase products not on its site.
The change adds support for third-party product feeds, letting merchants share real-time inventory.
The integration directs shoppers to external merchant sites via Amazon search results and Rufus.
Amazon informs customers when they leave the Amazon site.
Amazon's AI can complete purchases on third-party sites to streamline checkout.

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Story summary

Amazon expands Shop Direct for U.S. customers on Amazon.com and its mobile app to discover and purchase products not on its site.
The change adds support for third-party product feeds, letting merchants share real-time inventory.
The integration directs shoppers to external merchant sites via Amazon search results and Rufus.
Amazon informs customers when they leave the Amazon site.
Amazon's AI can complete purchases on third-party sites to streamline checkout.