Amazon: Product Discovery Beyond Amazon Itself Keeps Expanding

Amazon’s Shop Direct allows products from external merchant websites to appear when Amazon shoppers search for items Amazon does not directly carry.

Feed integrations include Feedonomics, Salsify and CEDCommerce, and some products can use Amazon’s “Buy for Me” agent to complete the purchase from the outside merchant.

This reinforces a major shift:

Your own website catalogue is becoming marketplace inventory even when the transaction does not originate from your website search.

These are exactly the types of questions shoppers increasingly give AI assistants:

What is it?
Who is it for?
What problem does it solve?
What makes it different?
What does it work with?
What doesn’t it work with?
Why does it cost more?

Therefore, you should increasingly audit product pages not only for SEO but for machine interpretability.