THE APEX TIMES
Amazon says eligible U.S. Feedonomics customers can now use its Merchant Workspace to link product catalogs to Shop Direct, a change aimed at making it easier for brands to appear in shopping results for their items.
Amazon is rolling out a new path for brands using Feedonomics to connect their product catalogs to Amazon’s Shop Direct storefront, using Amazon’s Merchant Workspace, according to an announcement carried by Yahoo Finance on Nov. 4, 2026.
The update is designed for eligible Feedonomics customers in the United States. Those customers can use the Merchant Workspace to connect their catalogs to Shop Direct, Amazon said, with the stated goal of helping brands get their products in front of shoppers searching for specific items.
In practical terms, the Merchant Workspace is Amazon’s business-facing toolset for merchants, which the company positions as a way to manage how products are made available on Amazon. By routing Feedonomics catalog connectivity through that workspace, Amazon is indicating it wants to simplify brand onboarding and reduce the friction of getting product data into Shop Direct.
The announcement also ties the feature directly to product discovery. Rather than describing the technology as a general marketing upgrade, Amazon’s framing emphasizes that the catalogs connected through this workflow are meant to reach Amazon customers actively looking for those products.
Amazon did not provide, in the published post referenced by Yahoo Finance, additional specifics on eligibility criteria, timelines for availability beyond the U.S., or whether the change supports particular catalog types, feed formats, or merchandising features inside Shop Direct.
The company also did not disclose what operational differences merchants should expect compared with other ways of connecting catalog data, such as how often catalog changes propagate, what controls are available in Merchant Workspace, or whether additional integrations are required for specific categories of products.
For Amazon and its merchant ecosystem, moves like this generally matter because catalog accuracy and update speed are central to on-site shopping performance. When product data is connected smoothly, brands can more reliably maintain pricing, availability, and attributes that influence how items are shown in search and browse experiences.
Next, brands that qualify for the update will likely be looking for confirmation of rollout timing, the exact steps required inside Merchant Workspace, and how Amazon validates and refreshes catalog data once it is connected to Shop Direct.
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