Amazons announcement of a serious expansion of its shopping capabilities includes support for third-party product feeds. This new feature enables merchants to share real-time information about their inventory, pricing, and product catalogs with Amazon, enhancing the shopping experience for customers.
The program started beta testing in February of 2025. Its intended purpose is to provide consumers frictionless access to products that they don’t carry on Amazon’s own platform. When a customer’s search results do not yield the desired product, Amazon will now link directly to the retailer’s website, streamlining the purchasing process. This is a major move towards welcoming third party retailers into Amazon’s large and growing marketplace.
To make this integration easier, Amazon partnered with companies like Feedonomics, Salsify and CEDCommerce. These joint efforts allow merchants to easily and quickly upload and maintain rich product details. This way, travelers receive the most precise and current information on their options and pricing. By utilizing these third-party feeds, Amazon improves its product visibility and better serves a variety of shopping needs across more unique products.
Sarah Perez, an experienced technology journalist and longtime writer at TechCrunch since August of 2011, has led the way into these advances in e-commerce. Perez comes from the other half of fintech – information technology. They give us a fascinating glimpse into what the future of shopping online could look like. She spent more than three years on the Edit at ReadWriteWeb before moving to TechCrunch.
As always, if you have any questions or ideas, please contact Sarah Perez by email sarahp@techcrunch.com. She encourages encrypted communication via Signal at sarahperez.01.
Continuing advances Amazon makes on its platform. The company is understandably scrambling to keep up with booming multi-channel shopping demand and continue their e-commerce pivot success. This development benefits consumers by expanding their choices and supports retailers in reaching a broader audience through Amazon’s well-established platform.