Since March, Amazon has increased the number of Shop Direct links by 2.5 times, to 250 million, highlighted these listings more prominently across its site, added items from new brands, and started showing more product details from these listings on its own site, according to the report.
“Amazon is increasingly a destination where customers can find and buy products not just from our store,” an Amazon spokesperson said in the report. “Tens of millions of customers have discovered hundreds of millions of unique products from other stores through Shop Direct since the program launched, and Shop Direct products are appearing in hundreds of millions of searches monthly. We’re pleased with the foundation we’re building—broad selection, quality search results and a growing customer response that reinforces our commitment to making every product discoverable, no matter where it’s sold.”
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PYMNTS reported in February 2025 that Amazon was testing a new feature that enables users of the Amazon Shopping app to find select products from other sites and go to those sites to purchase them.
Amazon launched Shop Direct in February 2025 so that when customers ask for a brand or product that is not in Amazon’s store, Shop Direct can help them buy it from another store, PYMNTS reported in March.
As of March, Shop Direct included 100 million products from 400,000 merchants and had referred customers millions of times to the products they were looking for.
At that time, Amazon said it was making it easier for merchants to participate in Shop Direct by enabling them to sync their catalog, pricing and inventory with Shop Direct by using the same product feeds they already provide to feed syndicators Feedonomics, Salsify and CedCommerce.
PYMNTS reported in March that Amazon was exploring both direct web interaction and emerging AI protocols to make purchasing more seamless but was primarily focusing on expanding the catalog of available products.
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