Amazonが他社サイトからのショッピングプログラムを拡大
Amazonは、自社の顧客を他の小売業者のウェブサイトに誘導する「Shop Direct」プログラムへの参加業者を拡大する変更を実施した。
キーポイント
プログラムの拡大
Amazonの「Shop Direct」プログラムへの参加条件が緩和され、より多くの小売業者が参加できるようになった。
プログラムの仕組み
このプログラムは、Amazonの顧客を他の小売業者のウェブサイトに直接送客するもので、Amazonはその取引から手数料を得る。
Amazonの戦略的動き
これは、Amazonが自社プラットフォームのトラフィックを活用して、より広範な商業エコシステムを構築しようとする動きの一環である。
影響分析・編集コメントを表示
影響分析
この動きは、Amazonが単なる自社マーケットプレイス運営者から、より広範なオンライン小売インフラの提供者へと役割を拡大する戦略を示している。競合他社にとっては、Amazonの巨大なトラフィックにアクセスする新たな機会となる一方、Amazonへの依存度が高まるリスクも伴う。
編集コメント
AI/テクノロジーニュースとしては直接的な関連性は低いが、プラットフォーム企業のビジネスモデル拡大の一例として参考になる。AI業界のニュースとしてはマイナーな位置付け。
この変更により、より多くの販売業者がAmazonのShop Directプログラムに参加できるようになります。このプログラムは、Amazonの顧客を他の小売業者のウェブサイトへ誘導します。
原文を表示
Amazon is expanding access to a program called Shop Direct that lets U.S. customers discover and buy products not sold in its own online store.
The retail giant on Wednesday said it will now support third-party product feeds, which merchants use to provide information about their inventory, pricing, and catalog to other partners. With this information, Amazon can direct shoppers to a merchant’s website via its search results or its AI shopping assistant, Rufus, and even let customers use AI to make a purchase.
The company has added support for third-party product feeds from Feedonomics, Salsify, and CedCommerce, which provide Amazon access to merchants’ inventory and product information in real time. More feed providers will be supported in time, and an Amazon merchant portal with a merchant-direct feed is said to be coming soon.
In February 2025, Amazon began beta testing a new shopping feature that would link to a retailer’s website when its own search results didn’t include the product the customer was seeking. Customers would see the product information on Amazon, but could click through to the retailer’s site to learn more, check pricing, and view delivery options. Customers would be notified that they were leaving Amazon’s website so they wouldn’t be confused into thinking they were buying from the company itself.
Image Credits:Amazon
The program was being offered to a range of brands and wasn’t limited to partners using Buy with Prime — a way to offer checkout using a customer’s saved payment information on Amazon.
While the move to be included on Amazon could certainly boost a brand’s exposure and potential sales, it could also give Amazon insights into which brands, products and price points are most appealing to customers. The company could use this information to improve its own business by providing data on competing products, tracking trends, identifying potential Buy with Prime partners, and more.
It could also help Amazon solidify itself as the starting point for product search.
Image Credits:Amazon
The company says it now supports Buy for Me, which has Amazon use an AI agent to complete purchases, on third-party merchant sites as well.
The AI bot handles the entire purchase process on the customer’s behalf, and the customer simply has to confirm their order details on the checkout page, including their delivery address, taxes, shipping fees, and payment method. Amazon’s AI then completes the checkout from the merchant’s website using the required information.
Customers can track these orders in the same “Your Orders” tab where they track their Amazon purchases, or in a special “Buy for Me Orders” tab.
Shop Direct is live for U.S. customers on Amazon.com, in the Amazon mobile app, and in Amazon’s Rufus AI assistant.
Sarah has worked as a reporter for TechCrunch since August 2011. She joined the company after having previously spent over three years at ReadWriteWeb. Prior to her work as a reporter, Sarah worked in I.T. across a number of industries, including banking, retail and software.
You can contact or verify outreach from Sarah by emailing sarahp@techcrunch.com or via encrypted message at sarahperez.01 on Signal.
View Bio
関連記事
今日のまとめ
AI日報で今日の重要ニュースをまとめ読み