Amazon lists 250 million products from rival sites to counter AI agents

Amazon has expanded its Shop Direct initiative to 250 million listings linking to products sold on other retailers' sites, about 2.5 times more than in March. The company is promoting these items through curated style edits to give shoppers less reason to use outside AI shopping agents.

• 250 million third-party listings now on Amazon
• Up about 2.5x since March
• Promoted via curated style edits on the site
• Amazon has blocked outside shopping agents for over a year