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Amazon Expands Shop Direct Catalog to Keep Shoppers Off AI Shopping Agents

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Amazon Expands Shop Direct Catalog to Keep Shoppers Off AI Shopping Agents

Amazon is expanding its Shop Direct initiative, which lists products from brands that don’t sell on its site, in an effort to keep shoppers coming to its site rather than using outside personal artificial intelligence agents, The Information reported Wednesday (Oct. 28).

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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.


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