Amazon Shop Direct puts your products in front of Amazon's massive shopper base, without giving up your direct customer relationship. Productsup manages the product data behind it, keeping your catalog clean and conversion-ready across every channel.
Join 400,000+ merchants already discoverable on Amazon
Amazon Shop Direct gives brands a new way to participate in Amazon's shopping ecosystem, without selling through Amazon Marketplace. The program has grown to include over 100 million products from more than 400,000 merchants, generating millions of referrals to external stores.
Shoppers can visit the merchant's website to complete their purchase or, for eligible products and shoppers, Amazon also offers Buy for Me, which enables AI-assisted purchases without having to visit the merchant's website.
Who can participate? Shop Direct is currently available to eligible merchants operating in the U.S. and shipping physical products to US customers. Products already listed on the marketplace and certain categories, including perishables, digital goods, and refurbished products, are excluded.
Every product gets two paths to purchase: a direct link to your site, or Buy for Me, where Amazon's AI completes checkout using the shopper's saved payment info.
For brands, this creates a new way to participate in Amazon's product discovery ecosystem while maintaining greater control over pricing, branding, customer relationships, and the overall shopping experience.
Prepare your product data for Amazon Shop Direct with Productsup
Your products can surface across Amazon shopping experiences, including Amazon Search and AI-assisted discovery experiences like Alexa for Shopping (formerly Rufus) with the Productsup Amazon Shop Direct integration. Productsup helps brands operationalize Shop Direct at scale while maintaining a single source of truth across channels.
✅ AI-powered attribute mapping: Align product data with Amazon's requirements using automated mapping and transformations. Manage large catalogs efficiently while helping ensure products remain eligible for Amazon Shop Direct experiences.✅ AI content optimization: Generate product titles, descriptions, and other tailored product content that helps Amazon better understand your products and match them to relevant shopper searches.✅ Bulk image designer: Generate, optimize, and resize product imagery at scale, helping teams meet channel requirements without creating additional manual workflows.✅ Order integration: Connect Shop Direct orders with existing fulfillment and inventory systems to help maintain accurate inventory levels and streamline order management across channels.
All of this runs on Productsup's global integration infrastructure, allowing brands to adapt product data across markets and channels without rebuilding catalog workflows. As Amazon continues to expand and introduce new shopping experiences, your Amazon Shop Direct product feed remains ready to support them.
Benefits of the Amazon Shop Direct integration
Reach Amazon shoppers beyond the marketplace
Expand product visibility beyond your own channels and connect with Amazon's 300+ million active customer accounts worldwide, even if products aren't listed on Amazon Marketplace.
Keep control of the customer journey
Drive product discovery through Amazon while maintaining control over your website experience, branding, customer relationships, and post-purchase engagement.
Participate in Amazon's AI-powered shopping future
Products can surface through Amazon Search and AI-assisted shopping experiences, helping brands reach customers as conversational and agentic commerce continue to evolve.
Make Shop Direct part of your Amazon growth strategy
Build a strong foundation for Amazon-powered product discovery with Productsup enterprise feed management and syndication capabilities.
Frequently asked questions about the Amazon Shop Direct integration
Does it cost anything to participate in Amazon Shop Direct?
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Currently, no. Amazon does not charge participation fees, referral fees, or commissions for products surfaced through Amazon Shop Direct, including purchases completed through Buy for Me. Merchants remain responsible for payment processing, fulfillment, and customer service on their own websites.
Is Amazon Shop Direct available globally?
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Not yet. Amazon Shop Direct is currently available to shoppers in the US through Amazon.com, the Amazon Shopping app, mobile web, and Alexa for Shopping (formerly Rufus). Amazon has not announced plans or timelines for expansion into other markets.
Do I need to sell on Amazon Marketplace to use Shop Direct?
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No, Amazon Shop Direct is designed for brands that sell on their own ecommerce websites. Products can appear across Amazon shopping experiences while purchases are completed on the merchant's website rather than through Amazon Marketplace.
How do I get my products into Amazon Shop Direct?
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Brands can provide Amazon with structured product data through supported feed providers. Amazon may also discover product information from merchant websites, but actively managing product feeds gives brands greater control over pricing, availability, imagery, and product content.
Will every product I submit appear on Amazon Shop Direct?
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Not necessarily. Providing a Shop Direct product feed helps Amazon understand your catalog, but it doesn't guarantee visibility for every product. Amazon decides which products to surface based on factors such as relevance, product data quality, and the shopper's search context.
Can I opt out of Amazon Shop Direct?
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Yes, brands can request removal from Amazon Shop Direct if they no longer want products surfaced through the program.
How does Productsup support Amazon Shop Direct?
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Productsup helps brands prepare, enrich, and manage the product data required for Amazon Shop Direct. From attribute mapping and AI-powered content enrichment to image optimization and automated updates, Productsup helps keep product catalogs accurate, scalable, and ready for discovery across Amazon shopping experiences.
