Shopping engine
your site makes the sale.
Shop Direct puts products Amazon doesn’t sell into its search results and Rufus answers, then links shoppers to your site to buy. GoDataFeed supplies the catalog, price and stock behind those listings, synced on your schedule.
Amazon’s other shelf
Search Amazon for a brand it doesn’t stock, and the results can still show that brand’s products, labeled Shop Direct. The same listings turn up in Rufus answers.
A click takes the shopper to your product page. On eligible items, Buy for Me places the order on your site with the shopper’s saved address and card. Either way, you’re the seller of record: you ship, you handle returns, and the order lands in your store platform.
Amazon decides whether a product shows up. Your feed tells it what the product is, what it costs, and whether it’s in stock.
Amazon search returns brands it doesn’t carry and links out to their sites. Image courtesy of Amazon.com, Inc.
Picked or passed over
Rufus lists Shop Direct products with a price, the merchant’s site and a link out. Image courtesy of Amazon.com, Inc.
The file behind the listing
Required
id — Stable and never recycled; mapped from your platform’s variant ID.title — Rebuilt by rule, brand, product, defining attributes, so Rufus has something to match.description — Attribute-rich plain text; materials, dimensions, and use cases filled in by rule or supervised AI.link — Your product page, not a marketplace listing; this is where the shopper lands and where Buy for Me places the order.image_link — Your own product imagery, reachable without a login.price (with currency), availability — Synced from your platform on the schedule you set and validated before each send.Required where it exists
gtin (UPC/EAN) — GS1 check-digit validation; invented or recycled codes are flagged before Amazon sees them.brand, mpn — Required when no GTIN; mapped and validated as the fallback match.Recommended
product_type, google_product_category — Category mapping by rule or AI categorization, with approval.item_group_id, color, size, material — Variant structure preserved from your platform; the attributes Rufus answers with.shipping — Mapped from your platform’s rates, so the shopper sees the cost before the click.Amazon hasn’t published the Shop Direct spec; GoDataFeed’s Shop Direct template carries the current mapping.
Feed vs crawl
A crawl reads whatever your product pages show when Amazon visits, and it may blend your copy with your resellers’. A feed sends your titles, attributes, identifiers, images, price and stock directly, including details your pages never display, on the sync schedule you set. Amazon works from the products you choose, described your way and priced as of your last sync, not its last visit.
Rufus answers shopper questions from listing data. Rules fill in materials, dimensions, use cases and specs across the catalog, so your products match specific requests.
Shop Direct shows products Amazon doesn’t sell in its own store. Rules decide which SKUs go: DTC exclusives, bundles, bulky items marketplace fees never covered.
Where Buy for Me applies, Amazon’s agent places the order on your site, and stale stock becomes an order you can’t fill. Price and stock sync on the schedule you set, so listings match what’s on the shelf.
Amazon kept the Shop Direct feed format close to Google Shopping’s. The catalog mapping and global rules behind your Google feed build this one too, so one fix carries to both.
How it works
01
Your catalog imports from your store platform with variants, images, price and inventory.
02
Map to the Shop Direct template, filter the SKUs you want Amazon to show and set how often price and stock sync.
03
Your GoDataFeed account team activates the Shop Direct destination for U.S. merchants. Amazon decides placement; you adjust rules as clicks show which SKUs earn their spot.
Thirty minutes, live, on your data — the mapping, the rules, the validations, the fix list. Or watch the demo tour first: the recorded version, no meeting required.
400,000+
merchants were already in Shop Direct by March 2026, per Amazon.
$0
to take part today, with no referral fee on Buy for Me orders, per Amazon.
5–15 min
the fastest sync schedule you can set, so Amazon shows the price and stock you have now.
Questions, answered
Will Amazon use my data to compete with me?
Amazon says it doesn’t collect data on how shoppers behave on your site after a Shop Direct click. It also bars using Buy for Me transaction data for sourcing, inventory or pricing decisions in its own store, including its private brands. Your rules decide which SKUs the feed sends at all.
How do I see what Shop Direct sends me?
Amazon adds utm_source=AMZN_US_ShopDirect to Shop Direct links, so sessions, orders and revenue show up under that source in GA4 or your store’s reports. Set its revenue per session against your paid channels to decide which SKUs stay in the feed.
What happens when Buy for Me places an order?
It comes through your own checkout, placed by Amazon’s agent with the shopper’s saved address and payment. Amazon may assign each order a unique forwarding email, so your confirmations and tracking reach the shopper. You ship, handle returns and own the customer service.
Does GoDataFeed send the feed to Amazon, or do I?
GoDataFeed does. Amazon takes Shop Direct feeds only through authorized syndicators, and GoDataFeed is one: your account team activates the destination and the feed goes out on your sync schedule. Amazon decides placement; you decide which SKUs go.
Which products belong in the feed?
The ones Amazon doesn’t sell and you’d rather sell yourself: DTC exclusives, bundles, bulky items marketplace fees never covered. Rules filter the SKU set, and the utm_source Amazon adds to Shop Direct links shows you which ones earn their place.
Do I need to sell on Amazon to be in Shop Direct?
No. Shop Direct lists products from merchants’ own sites, so there’s no marketplace listing, Buy Box or referral fee to manage. The shopper buys on your site, and you stay the seller of record.
Can I take products out of Shop Direct?
Yes. To narrow what Amazon gets, change the rules that filter the feed, and the next sync sends the smaller set. To take your site out of Shop Direct altogether, email shopdirect@amazon.com; Amazon says it replies within two business days.
Is Shop Direct available outside the U.S.?
Not today. Shop Direct runs for U.S. shoppers on Amazon.com, and GoDataFeed activates the destination for U.S. merchants.
Go deeper
At a glance
Type
Channel
Connection
Authorized syndicator
Feed format
Shop Direct template, kept close to the Google Shopping spec
Refresh
Once a day to every 5–15 minutes, by plan
Order sync
No
Plan
All plans
Identity key
GTIN/UPC; brand + MPN where none exists
Before you start
A U.S. storefront with live product pages. Amazon takes Shop Direct feeds only through authorized syndicators; GoDataFeed is one, and your account team activates the destination. Nothing to set up on Amazon’s side.
Note
Free to take part, with no per-click or sponsored-listing fees and no referral fee on Buy for Me orders, per Amazon.
GoDataFeed optimizes, enriches, validates, and keeps your product data in sync across Google, Meta, marketplaces, and AI shopping.