Amazon unveils Buy with Prime initiative for third party websites

Amazon has launched Buy with Prime, a new offer for Prime members that expands the benefits beyond its own site.

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.

The initiative 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.

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For merchants already using FBA, Buy with Prime can be added to their online store within minutes because their inventory is already stored in Amazon fulfilment centres.

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

“For over 20 years, we’ve been empowering small and medium-sized businesses with opportunities to grow,” said Amazon vice president of Buy with Prime Peter Larsen.

“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.”

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