As Amazon’s agentic commerce strategy continues to evolve, the online retail giant is building out its Buy for Me and Shop Direct tools as well, now with new options for third-party feeds that connect merchants with those buyer experiences.

Amazon’s Shop Direct debuted in 2025 as a means for Amazon to display products that were relevant to shoppers, even if those products weren’t sold through Amazon. Its Buy for Me option introduced a means for Amazon to help a shopper initiate associated purchases faster, using artificial intelligence (AI).

With Amazon’s latest updates, merchants will be able to set up feeds based on their product catalogs using vendors such as Feedonomics, Salsify and CEDCommerce.

Amazon ranks No. 1 in Digital Commerce 360’s Top 2000 Database. The database is how Digital Commerce 360 tracks the largest North American online retailers by their annual ecommerce sales.

Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database. That database ranks the 100 largest such marketplaces by third-party gross merchandise value (GMV).

How Amazon will use new third-party feeds for Shop Direct

“Product feeds give merchants a streamlined way to reach Amazon customers who are searching for their products,” said Amanda Doerr, vice president of Core Shopping at Amazon, in the company’s announcement. “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.”

The Shop Direct program covers 100 million products from more than 400,000 merchants, according to Amazon. In addition, the company claims that “tens of millions of products” can be purchased through its Buy for Me option.

Ultimately, these feeds could broaden the number of participating merchants and products that appear in associated results for online shoppers. Those shoppers include Amazon.com website users, as well as those buying through Amazon’s mobile app.

What these new options mean for agentic commerce at Amazon

Unlike Walmart and other retailers that have opened up to working directly with third-party AI platforms such as OpenAI’s ChatGPT and Google’s Gemini to facilitate product discovery and — in some cases — checkout, Amazon has generally preferred to discourage third-party AI agents from browsing its site and catalog. In the meantime, it has prioritized promoting its own AI-enabled discovery and purchase options.

In fueling its Buy for Me tool with more products and catalog data, Amazon is now looking to build incoming visibility for third parties, whether they sell through Amazon’s traditional programs or not.

The data will also inform responses given by Rufus, Amazon’s AI assistant.

Amazon intends to add feed syndicators, along with an “Amazon merchant portal with a merchant-direct feed” at some point in the near future.

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