If you sell on Amazon, or next to it

Amazon is not speaking UCP in public. It built its own agent path: show off-Amazon products in search, then either send the buyer to your site or complete the purchase for them. If you already sell in the Amazon store, that is a different admin. If you do not, Shop Direct is the door.

Shop Direct vs Buy for Me

From Amazon's March 2026 Shop Direct post: customers searching on Amazon.com or the app may see products "not currently sold in Amazon's store," labeled Shop Direct. Two buttons.

Shop Direct sends the buyer to your website. You get the session. Amazon says they have referred customers millions of times this way. You run checkout, shipping, returns.

Buy for Me is the agentic one. The buyer confirms address, tax, shipping, and payment on Amazon's screen. Amazon's software then checks out on your site with encrypted name, address, and card. You get the order to fulfill. The buyer tracks it under Buy for Me Orders in Your Orders. Amazon's numbers in that post: over 100 million Shop Direct products, more than 400,000 merchants, tens of millions eligible for Buy for Me. Treat vendor counts as vendor counts.

How you get in, or out

Amazon is taking catalogs through feed partners: Feedonomics, Salsify, CEDCommerce. You sync price and inventory the way you already do for other channels. They said a merchant-direct feed is coming. Starting point they published: contact the feed partner, or shopdirect@amazon.com, and the Shop Direct Merchant page on Amazon.

You can opt out. If your brand is showing up in Shop Direct and you did not ask, that page is also the off switch. I would not assume "we only sell on our site" still means Amazon will not render your SKU in search.

FBA is not this

Fulfillment by Amazon is inventory in Amazon's network for SKUs you listed in their store. Shop Direct / Buy for Me is for SKUs they do not stock. Do not mix the two in your head. An FBA seller already has Amazon as the storefront. The new question is whether you also want Amazon's agent buying from your .com when Prime does not carry the item.

If you run Shopify as well, start with the Shopify page. The protocols are ACP vs UCP. Amazon is a wall next to those, not a third open spec.

September 2026. U.S. shopper features. Merchant eligibility is Amazon's.