Amazon is running a pilot enabling direct-to-consumer sellers use Amazon Prime to bring shoppers straight to their own ecommerce websites.
The Buy with Prime pilot was announced at Amazon’s annual seller conference this week as a way for sellers to offer Prime shopping benefits to customers who buy on their own websites.
“Direct-to-consumer online sellers struggle with two key pain-points: driving traffic and converting shoppers,” says Peter Larsen, Amazon vice president of Buy with Prime. “With the launch of Buy with Prime, sellers have begun to increase conversion by offering shopping benefits that millions of Prime members love and trust—including fast, free delivery and a seamless checkout experience. Now, we’re taking the next step by piloting marketing solutions to help Buy with Prime sellers attract more engaged shoppers to their sites.”
Sellers who take part can show their products on Amazon with a Buy with Prime page on their own website, and an Amazon storefront that they can customise. Sellers can then use ‘sponsored brand’ ads to direct Amazon shoppers to their own products on their own website. Amazon is also funding Buy with Prime ads to bring shoppers to Facebook and Instagram, now available in invitation-only beta.
Sellers with active Buy with Prime listings can also use a dedicated marketing toolkit including a Buy with Prime badge.
Patrick Sean Briseno, ecommerce and marketing manager at US seller Great Circle Machinery, says: “It’s tough to gain shoppers’ trust to make a purchase on our own website, but the Buy with Prime badge gives them peace of mind knowing their orders are fulfilled by Amazon with the Prime delivery promise. Buy with Prime already accounts for about half of our total sales on our site. We’re excited to see how our sales grow as we take advantage of these new marketing solutions that help us reach more Prime members.”