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Amazon brings ‘Buy with Prime’ button to merchants’ websites as FBA expands beyond the marketplace

Buy with Prime: reshaping ecommerce (Image: Amazon)

Buy with Prime: reshaping ecommerce (Image: Amazon)

Small, medium and large merchants that use Fulfilled by Amazon (FBA) are being invited to add a new ‘Buy with Prime’ button to their own ecommerce sites to extend the benefits of Prime memberships beyond the confines of the Amazon marketplace.

Buy with Prime will initially be available by invitation only for merchants using FBA through 2022 and they will be able to add Buy the button to their online store within minutes, says Amazon, “because their inventory is already stored in Amazon fulfilment centres”. Once live, merchants will receive shopper order information, including email addresses, which they can use to provide customer service and build direct relationships with shoppers.

The marketplace giant says that 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.

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 fulfilment network to deliver orders. Amazon will also manage free returns for eligible orders.

Commenting on the move, David Ghiyam, president of the MaryRuth Organics brand says: “Buy with Prime will be a game changer for our brand. Prime members will enjoy the trust and familiarity they have with shopping on Amazon while connecting with our business directly on our own site.”

Troy Cox, senior vice president of product at Big Commerce, adds: Prime set the bar for a shopping experience customers trust, including convenient and fast shipping … extending these benefits to our merchants will help elevate their online shopper experiences, build brand loyalty, and power them to grow and scale.”

However, some offer a note of caution as to how far reaching the move could be on ecommerce. Chris Palmer, founder and CEO of SupplyKick, warns: “This will likely start small, but gradually build momentum and adoption over time and presents a major threat to the existing the [third party logistics] industry and will greatly accelerate the growth of FBA. It also gives me more confidence in the reliability of the FBA network, considering Amazon will need to continuously expand and maintain that warehouse network to support increased demand from Buy with Prime.

“It doesn’t threaten Shopify too much… yet! However, that totally changes if Amazon takes this one step further and integrates “Buy with Prime’’ with its newly acquired company named Selz, a Shopify competitor that helps small businesses build online stores. If Amazon came out with an all in one solution for ecommerce brands to build stores and fulfil inventory via Prime Shipping, they would have a clear dominant edge over all other competitors in the market.”

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