What is Shop Direct?

Learn about the key features of Shop Direct.

Shop Direct can make a website's products discoverable to Amazon customers through searches and dedicated detail pages. Customers who select a Shop Direct product are redirected to the Shop Direct merchant's website to complete the purchase. Shop Direct merchants retain control over inventory, pricing, order fulfillment, and customer service.

Key features

Product discoverability: Shop Direct merchants' product catalogs can appear in Amazon searches, Alexa for Shopping searches, and on dedicated Amazon detail pages.
Off-Amazon purchase completion: Depending on the product, customers can either visit the Shop Direct merchant's site to shop there or, in some cases, purchase from the Shop Direct merchant's site by using "Buy for me," Amazon's AI-assisted purchasing feature. Shipping, delivery, returns, exchanges, and customer service are managed directly by the Shop Direct merchant through their existing processes.
Shop Direct merchant control: Shop Direct merchants retain control by handling inventory, pricing, order fulfillment, and customer service through the same processes they already use today.
Google product data feed integration: You submit and update listings by using the Selling Partner API (SP-API) Feeds API with a Google product data feed.
Variation support: You can group products with accepted variant-identifying attributes (such as color or size) into variation families.
Solution provider support: Solution providers can integrate Shop Direct on behalf of Shop Direct merchants by using a public application and the standard SP-API authorization workflow.
Store availability: Shop Direct is available in the US store (ATVPDKIKX0DER) only.

How Shop Direct works

Shop Direct listings can appear in Amazon searches and on dedicated detail pages. Depending on the product, customers can either visit the Shop Direct merchant's site to shop there or, in some cases, purchase from the Shop Direct merchant's site by using "Buy for me," Amazon's AI-assisted purchasing feature.

Behind the scenes, Shop Direct merchants and solution providers submit and manage listings through the SP-API Feeds API with the Google product data feed. For specific integration steps, refer to Use cases.

Basic concepts

The following concepts are specific to Shop Direct. For general SP-API terminology, refer to Terminology.

Shop Direct listing

A product listing that a Shop Direct merchant or solution provider submits, which can appear in Amazon searches, Alexa for Shopping searches, and on dedicated Amazon detail pages. Depending on the product, customers can either visit the Shop Direct merchant's site to shop there or, in some cases, purchase from the Shop Direct merchant's site by using "Buy for me," Amazon's AI-assisted purchasing feature.

Shop Direct merchant workspace

The website where Shop Direct merchants sign up for Shop Direct and view and manage solution provider authorizations for Shop Direct. Authorizations for self-created private applications are managed separately through the Solution Provider Portal.

Google product data feed

The feed type (GOOGLE_PRODUCT_DATA_FEED) that you use to submit and update Shop Direct listings through the SP-API.

Variation family

A group of related product listings that share a common item group ID (item_group_id) and differ by an accepted variant-identifying attribute such as color or size.

Use cases

Your integration tasks depend on your role: a Shop Direct merchant integrating your own catalog, a solution provider integrating on behalf of Shop Direct merchants, or a Shop Direct merchant authorizing a solution provider.

Integrating your own catalog

A Shop Direct merchant who wants to surface their own website's product catalog on Amazon can use Shop Direct through a private application.

In the Shop Direct merchant workspace, sign up for Shop Direct.
In Solution Provider Portal, create a private application and request the Shop Direct role.
After your application is approved for the Shop Direct role, you can submit or update listings by using the Feeds API with the Google product data feed (GOOGLE_PRODUCT_DATA_FEED) or delete listings by using the Feeds API with the JSON listings feed. For details, refer to Create a Shop Direct Listing With Variations or Create a Shop Direct Listing Without Variations.

Integrating a catalog on behalf of a Shop Direct merchant

A solution provider can build a public application that integrates Shop Direct for multiple Shop Direct merchants.

Instruct your Shop Direct merchant to sign up for Shop Direct in the Shop Direct merchant workspace.
In Solution Provider Portal, create a public application and request the Shop Direct role.
After your application is approved for the Shop Direct role, add an Authorize button to your website that initiates the OAuth authorization workflow. When a Shop Direct merchant clicks the button, the Shop Direct merchant is redirected to Amazon to sign in and grant your application access to the Shop Direct merchant's account. For details, refer to Get Authorization to Manage a Shop Direct Merchant's Shop Direct Listings.
After a Shop Direct merchant authorizes your application, you can submit or update listings by using the Feeds API with the Google product data feed (GOOGLE_PRODUCT_DATA_FEED) or delete listings by using the Feeds API with the JSON listings feed. For details, refer to Create a Shop Direct Listing With Variations or Create a Shop Direct Listing Without Variations.

Authorizing a solution provider

A Shop Direct merchant who wants to use Shop Direct but prefers to have a third party handle the technical integration can authorize a solution provider's public application.

In the Shop Direct merchant workspace, sign up for Shop Direct.
Visit the website of the solution provider that you want to work with and click the Authorize button.
Sign in to the Shop Direct merchant workspace and grant permission to the solution provider's application.

After authorization, the solution provider manages listing submission and operations on your behalf.

Additional resources

The following resources help you integrate with Shop Direct:

Updated about 1 hour ago