Amazon launched a Shop Direct Merchant Workspace on Nov. 4, giving eligible retailers self-service tools to register their stores and manage product catalogs for discovery through Amazon search and Alexa for Shopping.
The portal expands merchant access to an existing program that connects Amazon shoppers with products sold on other websites. Shop Direct serves U.S. shoppers and launched last year; neither off-site shopping nor its Buy for Me checkout option is being introduced for the first time.
Catalog feeds and merchant oversight
Merchants can create an account, verify their business website and submit a catalog through a solution provider or a direct connection to Amazon’s Selling Partner API. The workspace shows which products are active in Shop Direct and lets merchants manage participation.
Amazon said retailers can reuse feeds prepared for other shopping destinations. It listed Feedonomics, Salsify, CEDCommerce and VersaFeed as connection options, rather than requiring every merchant to build a new catalog from scratch.
Commerce.com, Feedonomics’ parent, separately confirmed that eligible U.S. customers can select its service inside the workspace. It said Feedonomics had already connected with Shop Direct in spring 2026; the new announcement concerns access through the workspace, not the first integration.
Amazon says Shop Direct has no participation fee and merchants can choose which products to submit or opt out. That does not establish that a merchant’s separate feed-provider services are free.
Two routes to the merchant’s checkout
Participating products may appear in relevant Amazon searches and Alexa for Shopping. Listing eligibility does not guarantee placement or sales.
For a standard Shop Direct purchase, customers select a button that takes them to the retailer’s website after a notice that they are leaving Amazon.
Eligible products may instead offer Buy for Me. Customers confirm order details through Amazon’s interface, and Amazon’s AI completes the purchase on the merchant’s website.
Retailers continue managing inventory, prices, fulfillment and customer service. Shipping, returns and exchanges also remain with the merchant. The workspace changes how a store joins and manages its catalog, without transferring those operating responsibilities to Amazon.
Rapid News Brief.
Sources: Amazon’s announcement; Commerce.com’s Feedonomics announcement; PYMNTS.