Amazon Buy with Prime launched to let sellers offer Prime from their own sites

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EU Amazon Prime eligibility changes 21st June 2023

Amazon have announced Buy with Prime, an expansion of sorts to Amazon Prime that lets sellers offer Prime benefits and features to their customers from beyond the Amazon store.

This expansion shows how Amazon are working to expand their fulfilment network beyond their own platform and offer their uniquely convenient Prime benefits to merchants in new ways. This will be a great way for Amazon sellers to offer the same benefits directly from their own brand websites.

What is Buy with Prime?

Buy with Prime lets merchants bring Prime benefits like fast, free shipping, a seamless checkout experience, and free returns to their own online stores, ultimately increasing selection for Prime members.

Participating merchants will display the Prime logo and expected delivery date on eligible products in their own online store, offer a simple, convenient checkout experience using Amazon Pay, and leverage Amazon’s fulfillment network to deliver orders. Amazon will also manage free returns for eligible orders.

How can merchants offer the service?

Right now, Buy with Prime is only available by invitation to FBA sellers but as it starts rolling out beyond Amazon’s own home turf, questions might arise, such as, how will merchants interact with the service and how far they will have to go to affiliate themselves with the marketplace? How will Amazon use a merchant’s insights and data and how might this impact other businesses who don’t use the service?

FBA merchants can add Buy with Prime to their online store within minutes, because their inventory is already stored in Amazon fulfillment centers. Once live, merchants will receive shopper order information, including email addresses, which they can use to provide excellent customer service, and build direct relationships with shoppers.

Buy with Prime is easy to add to most existing direct-to-consumer online stores, and will be rolled out by invitation only through 2022 as merchants are invited to participate, including those not selling on Amazon or using FBA. Merchants can learn more here.

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