Amazon launches Buy With Prime offer for third-party websites

By

Sandra Halliday

Published
Apr 21, 2022

E-tail giant Amazon has unveiled its new Buy With Prime offer in the US that expands Prime shopping benefits beyond its own webstore.

Buy with Prime is initially available by invitation only for merchants using Fulfillment by Amazon (FBA) and will roll out through 2022 as more are invited to take part, including those not selling on Amazon or using FBA.

It allows millions of US-based Prime members to shop directly from merchants’ online stores with the same kind of benefits they get when shopping directly from Amazon, such as fast and free delivery, easy checkout and free returns on eligible orders.

Prime members will see the Prime logo and delivery promise on eligible products in merchants’ online stores.

The company said it’s “a new way for merchants to grow their online stores”.

Peter Larsen, Amazon’s VP of Buy with Prime, said: “Allowing merchants to offer Prime shopping benefits on their own direct-to-consumer online stores is an exciting next step in our mission to help merchants of all sizes grow their business — whether on Amazon or beyond. With shoppers purchasing directly from merchants’ online stores, Buy with Prime will allow merchants to build customer relationships and brand loyalty while offering conversion-driving benefits like fast, free shipping.”

For those already using FBA, Buy with Prime can be added to their online store very quickly as their inventory is already stored in Amazon fulfillment centers. 

Pricing for the offer is based on a service fee, a payment processing fee, and fulfillment and storage fees that are calculated per unit. There’s no fixed subscription fee or long-term contract.