Amazon’s blue Prime logos could soon appear in stores all over the internet, even if you’re not on Amazon.com. In an effort to expand the reach of its popular Prime subscription service, Amazon will allow merchants to pay to add the Prime checkout experience to their own online stores, allowing them to offer the company’s signature fast delivery. .
On Thursday, the company announced “Buy with Prime,” a new benefit for Prime members in the United States that allows them to shop directly through non-Amazon merchant sites. Eligible products will feature the Prime logo and customers can purchase the item with payment and shipping information in their Amazon accounts. Also, similar to buying from Amazon’s own site, customers will receive shipping and delivery notifications after placing an order.
Buying with Prime is Amazon’s latest perk for Prime’s 200 million members, who pay an annual fee of US$139 ($193). Others include one-day delivery, access to Prime Video, discounts at Whole Foods, and downloadable Kindle ebooks. Considering they can spend up to four times as much as regular customers, Amazon’s reverence for them comes as no surprise.
“With the introduction of Buy with Prime, we are expanding the places where members can enjoy reliable and convenient Prime shopping benefits beyond Amazon, adding even more value to their membership,” said Jamil. Ghani, vice president of Amazon Prime, in a press release. “Members will have the ability to buy directly from merchants, while enjoying the fast, free shipping, seamless checkout, and easy returns they’ve come to know and love from Amazon.”
Buying with Prime will not replace all payment options on a merchant’s site, but rather will be presented as an additional option.
On the merchant side, Amazon is marketing Buy with Prime as a new way for sellers to grow their own online stores using a service customers already know and trust. Merchants do not need to sell items on the main Amazon site to offer the Prime payment option. The e-commerce giant also boasts that since Buy with Prime automatically fills in a buyer’s payment and shipping information, they are more likely to complete a purchase if merchants offer this payment option.
Of course, all of this has a cost.
According to the FAQ section of Amazon’s Buy with Prime merchant site, the cost of using the service will depend on many factors, such as product dimensions and weight, average selling price, and number of units per Buy order. with Prime. The cost of returns, an essential part of Prime membership, will be included in the overall price for merchants.
“Merchants pay for what they use, and all charges, except those incurred for storage, are only billed after merchants make a sale,” Amazon wrote in the FAQ section.
Although this may seem reasonable at first glance, it is ultimately the traders who will have to decide whether it is worth it or not. Let’s not forget that this is Amazon. The company is notorious for “squeezing” sellers who use its platform or even ripping off their products to create and sell its own versions. Yet in a digital marketplace dominated by Amazon, they may have little choice in the matter.
Buying with Prime is currently available to merchants using Fulfillment by Amazon – a service where businesses ship their products using the company’s massive logistics network – by invitation only. It will roll out to other merchants throughout 2022.
Editor’s note: The release dates in this article are based in the US, but will be updated with local Australian dates as soon as we know more.