Amazon is expanding its Shop Direct program to include more merchants, allowing them to redirect Amazon customers to their own websites for purchases. This program enables retailers to leverage Amazon's massive customer base while maintaining control over their branding and customer relationships. The expansion represents Amazon's continued experimentation with alternative e-commerce models beyond its traditional marketplace.
Background
Amazon's Shop Direct program represents an alternative approach to traditional marketplace models, where instead of selling products directly on Amazon, merchants can redirect customers to their own websites. This allows retailers to maintain more control over branding and customer data while still benefiting from Amazon's traffic.
- Source
- TechCrunch
- Published
- Mar 11, 2026 at 10:48 PM
- Score
- 5.0 / 10