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.…