In short. Alexa for Shopping can show Shop Direct products sold through other stores and link customers to the merchant website.
Definition: Yes. Alexa for Shopping can show Shop Direct selections for products that are not currently sold on Amazon but are available through other stores. A customer can open the merchant's website to buy directly, or use Buy for Me when Amazon marks the product as eligible.
Key facts
- Amazon's Alexa for Shopping guide says the assistant helps customers shop products in Amazon's store and from stores across the web.
- The guide defines Shop Direct selections as additional products not currently sold on Amazon that are available through other stores.
- Amazon's Shop Direct announcement says customers can tap Shop Direct to go to the merchant's website, or tap Buy for Me for eligible products.
- The announcement says Shop Direct includes over 100 million products from more than 400,000 merchants.
- Shop Direct is available to U.S. customers on Amazon.com, the Amazon Shopping app, mobile web browsers, and Rufus, according to the announcement.
What does Alexa for Shopping show?
The feature can combine Amazon listings with Shop Direct selections. Amazon describes those selections as products not currently sold on Amazon but available through other stores, so a product sold only on another website can appear in the shopping experience. The guide says customers can compare a wider range of options in one place, including products from Amazon and the web.
The Shop Direct announcement describes the same feature as an AI shopping experience that shows products not currently sold in Amazon's store when customers search for items. It says relevant products from other online merchants may appear in search results with the label “Shop Direct.”
How does the customer reach the other website?
The customer taps Shop Direct on a product that comes from another merchant. Amazon says the customer receives a notification that they are leaving Amazon before being redirected to the merchant's store, where the purchase is completed directly. The merchant's store name is displayed so the customer knows who they are buying from.
This path sends the customer to the external merchant. It is separate from Amazon's Buy for Me option, which is offered only for eligible products. Amazon's announcement says Buy for Me lets the customer confirm delivery address, taxes, shipping fees, and payment method on Amazon before Amazon's AI completes the purchase on the merchant's website.
What should a merchant know about Shop Direct?
Amazon says merchants can connect product catalogs through third-party feeds from Feedonomics, Salsify, and CEDCommerce. Those feeds can sync catalog, pricing, and inventory in real time with Shop Direct, and the announcement says the products can reach Amazon customers through traditional search results and Rufus.
For a Shop Direct purchase, the merchant receives the customer's name and address and manages product delivery, returns, exchanges, and customer service. Amazon says Shop Direct is available on Amazon.com, in the Amazon Shopping app, in mobile web browsers, and in Rufus for all U.S. customers.
Related terms
- Alexa for Shopping
- Who handles delivery and returns for Amazon Buy for Me orders?
- Which order details are confirmed before an Amazon Buy for Me purchase?
- Can a brand choose whether to participate in Amazon Buy for Me?
FAQ
Can a product sold only on another website appear in Alexa for Shopping?
Yes. Amazon says Shop Direct shows products not currently sold in Amazon's store when customers search for items, including products available through other stores.
Does Shop Direct complete the purchase on Amazon?
No. The customer is notified before leaving Amazon and is redirected to the merchant's store to complete a Shop Direct purchase. Buy for Me is a separate path for eligible products.
Is Shop Direct available outside the United States?
The announcement documents availability for U.S. customers on Amazon.com, the Amazon Shopping app, mobile web browsers, and Rufus. It does not provide a country-by-country rollout schedule.
Sources
- Amazon, "How to use Alexa for Shopping to compare products, check price history, auto-buy items at target prices, and more", 11 February 2026
- Amazon, "Amazon introduces feeds to make it easier for merchants to reach more customers through AI-powered Shop Direct", 11 March 2026
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