Amazon opens Shop Direct to third-party merchants through free portal
Amazon offers third-party retailers a free portal, Merchant Workspace, to sync their e-commerce sites directly with Amazon search and Alexa for Shopping.
By GennnAi··1 min read
AmazonShop DirectMerchant WorkspaceAlexa for ShoppingGoogle ShoppingFeedonomicsSalsifyCEDCommerceOutilsEntreprisesFlash
Shop Direct launched last year; the self-service workspace now accepts product feeds, including through Feedonomics, Salsify, CEDCommerce and VersaFeed. Products may appear in Amazon and Alexa for Shopping results, with shoppers then sent to the merchant's website. The portal does not give merchants access to Amazon's internal shopper data. According to Capital One Shopping Research, 52% of consumers start online product searches directly on Amazon.
Source: MediaPost, published on November 5, 2026.