New: Amazon has more than doubled the number of products it offers via Shop Dire
By Catherine Perloff · October 29, 2026 · Curated by George's Blog
New: Amazon has more than doubled the number of products it offers via Shop Direct, which lets Amazon shoppers browse products sold by rival retailers and sometimes purchase them with an AI agent. The move comes as Meta and other consumer AI apps are introducing shopping agents that are getting traction and threatening Amazon's turf.
While Amazon continues to block agents like Meta's Muse, Amazon is simultaneously bringing in products from other sites, including brands that don't sell on Amazon like Alo Yoga and Warby Parker. Amazon now features something that might have once seem unthinkable -- full Amazon pages full of non-Amazon products.
Still, despite this expansion, I talked to nearly a dozen ecommerce companies and people who work with them who said they don't know when their products are featured in the program, and haven't been able to tie being featured in Shop Direct to sales. It's still early days for agentic commerce though, and Amazon is throwing its hat in the ring.
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