Guide
Amazon Shop Direct for Shopify stores: how it works and how to join
Amazon now lets stores that don't sell on Amazon show their products to Amazon shoppers, who then buy on the store's own website. Here is how it works and how to join.
Amazon Shop Direct, defined
Amazon Shop Direct is Amazon's program that shows products from other online stores in Amazon search and in Alexa for Shopping. The shopper buys on the merchant's own website, and the merchant keeps shipping, returns and customer service.
01
The short version
Amazon will show products from your own store to Amazon shoppers, without you selling on Amazon. Since November 4, 2026 you can sign up yourself.
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Shop Direct shows products from other online stores in Amazon search and in Alexa for Shopping, Amazon's AI shopping assistant, labeled "Shop Direct".
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The shopper taps "Shop Direct" and buys on your own website. You keep shipping, returns and customer service.
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Amazon says there are no fees, you choose which products to include, and you can opt out at any time.
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You join through the free Shop Direct Merchant Workspace by sharing a product feed, through a feed provider or Amazon's Selling Partner API.
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It's for U.S. shoppers. Amazon hasn't published who is eligible or how much traffic merchants get.
02
How Shop Direct works
From an Amazon search to a sale on your store.
A shopper searches on Amazon or asks Alexa for Shopping
Your products can appear in relevant searches and in Alexa for Shopping's answers, labeled "Shop Direct".
They tap "Shop Direct"
Amazon tells them they're leaving Amazon, then sends them to your product page.
They buy on your store
Your checkout, your prices, your shipping. The order is yours.
Or Amazon buys it for them
For eligible products, Amazon's "Buy for Me" lets the shopper confirm address and payment on Amazon, and Amazon's AI completes the purchase on your website.
of customers have discovered products from other stores through Shop Direct, Amazon says.
Since its launch in 2025Amazon, November 4, 2026customers used Alexa for Shopping in the last 12 months, Amazon says.
Shop Direct products can appear thereAmazon, November 6, 202603
How to join from a Shopify store
Amazon's three steps, plus what to check on the Shopify side.
Create a Shop Direct merchant account
At shopdirect.amazon.com, the Shop Direct Merchant Workspace.
Verify your business website
Amazon checks that you own the store you're connecting.
Share your catalog
Through a feed provider whose app connects it for you (Amazon names Feedonomics, Salsify, CEDCommerce and VersaFeed), or through Amazon's Selling Partner API. Amazon accepts the feed formats stores already use for other shopping channels.
Pick your products
You decide which items go in. The Workspace shows which of your products are active for Amazon shoppers.
Already have a Google Shopping feed?
If you send products to Google Merchant Center through a feed app, ask that app whether it supports Shop Direct before setting up a new one. Amazon built the Workspace so stores could reuse catalogs they already have.
04
What changes for your store
Less than selling on Amazon would.
| Shop Direct | Selling on Amazon | |
|---|---|---|
| Where the sale happens | Your website | Amazon's store |
| Fees | None, Amazon says | Seller fees |
| Shipping, returns, service | You, as today | You or Fulfillment by Amazon |
| Customer relationship | Order and customer on your store | Order on Amazon |
| What Amazon shows | Your product feed | Your Amazon listing |
Amazon sellers can also use Shop Direct for products they don't sell on Amazon, by emailing shopdirect@amazon.com, Amazon says.
05
Your feed is what Alexa reads
An AI assistant can only describe your product with the information you send it.
Clear titles
Say what the product is in the title: type, material, size or variant. "The Summit" tells an assistant nothing.
The facts buyers ask about
Size, material, fit, compatibility, who it's for. If it isn't in the feed, the assistant can't use it to match a question.
Up-to-date price and stock
Amazon says its connector gives shoppers near real-time product information, so keep the feed current.
The same data everywhere
The fixes that help here help Shopify Catalog, Google Merchant Center and ChatGPT too. See how to optimize Shopify product pages for AI search.
What we don't know yet
Amazon hasn't said how it decides which Shop Direct products to show, or how often. Treat it as a channel to test, not a guaranteed one, and watch your Shopify sessions from amazon.com after you join.
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Frequently asked questions
What is Amazon Shop Direct?
Amazon's program that shows products from other online stores to Amazon shoppers, in Amazon search and in Alexa for Shopping. The shopper buys on the merchant's own website.
Do I need to sell on Amazon to use Shop Direct?
No. Shop Direct is for stores that sell on their own website. You sign up through the free Shop Direct Merchant Workspace and share a product feed.
Does Amazon Shop Direct cost anything?
Amazon says there are no fees to participate, and merchants can opt out at any time.
Who handles shipping and returns with Shop Direct?
You do. Amazon says shipping, delivery, returns, exchanges and customer service stay with the merchant, through the processes you already use.
Can a Shopify store join Amazon Shop Direct?
Yes, if it's eligible. Share your catalog through a feed provider that supports Shop Direct or through Amazon's Selling Partner API. Amazon hasn't published the eligibility rules.
Where does Shop Direct work?
For U.S. customers on Amazon.com, the Amazon Shopping app, mobile web and Alexa for Shopping, according to Amazon.
Sources (2)
- About Amazon, Amazon's new Shop Direct Merchant Workspace…, November 4, 2026, read November 9, 2026.
- About Amazon, Text, shop, done: Alexa for Shopping is now just a text away, November 6, 2026, read November 9, 2026.
See which of your products AI recommends
Produkto measures your whole Shopify catalog in ChatGPT, Google AI Overviews and Perplexity, and shows who AI picks instead.