Amazon has expanded its "Shop Direct" program to include third-party product information, allowing American consumers to discover and purchase items not sold on the Amazon website. Through integrations with providers like Feedonomics, Amazon can access merchant inventory in real-time and direct shoppers to external retail websites via search results or the Rufus AI assistant. Amazon also supports its AI-powered "Help Me Buy" feature on these third-party sites, tracking orders in customers' Amazon accounts while automatically handling checkout.

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