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Amazon expands Buy with Prime after successful launch

Buy with Prime
Amazon Buy with Prime will soon be widely available.

A program that extends the benefits of Amazon Prime shopping will soon be open to all third-party Amazon retailers.

In April 2022, Amazon introduced Buy with Prime,” an offering that enables U.S.-based Prime members to directly shop online stores on its third-party marketplace. Prime members obtain the same benefits they get when directly shopping the Amazon site, such as fast, free delivery; seamless checkout; and free returns on eligible orders.

Buy with Prime was initially available by invitation only for third-party retailers using the Fulfillment by Amazon (FBA) hosted logistics service. However, Buy with Prime will be widely available to U.S.-based Amazon retailers by Jan. 31, 2023.

The company is also rolling out Reviews from Amazon, a new capability designed to help Buy with Prime retailers increase shopper conversion and better inform purchase decisions on their Amazon stores. It enables Buy with Prime retailers to display ratings and reviews from Amazon customers on their own online stores for no additional cost.

When an Amazon shopper leaves a rating and review for a brand’s product on, the same rating and review will now appear on the product pages of a third-party retailer’s own online Amazon store, wherever Buy with Prime is enabled.

Buy with Prime significantly boosts conversion

One result of the invitation-only launch of Buy with Prime which Amazon is sharing is that retailers in the program increase shopper conversion by an average of 25%. This data point measures the average increase in shoppers who placed an order when Buy with Prime was an available purchase option as compared to when it was not, during the same time period. 

How it works

Amazon Prime members see the Prime logo and delivery guarantee on eligible products in participating retailers’ online stores. The logo signals the item is available for free delivery, as fast as next day, with free returns. When shopping with Buy with Prime, Prime members use the payment and shipping information stored in their Amazon account and receive shipping and delivery notifications after an order is placed.

Retailers already using FBA can add Buy with Prime to their online store within minutes, because their inventory is already stored in Amazon fulfillment centers. To get started, retailers sign up for Buy with Prime, link an Amazon Seller Central account, use multi-channel fulfillment to offer one pool of inventory for multiple channels, and link an Amazon Pay account to offer a seamless checkout experience for Prime members.

Then, by installing a JavaScript widget in their online store, retailers can add Buy with Prime to one or more products. Participating retailers will receive shopper order information, including email addresses for customer orders, which they can use for customer service and CRM purposes.

Buy with Prime is designed to work with most online stores, including e-commerce service providers such as BigCommerce. In the first quarter of 2023, BigCommerce will roll out the Buy with Prime app with BigCommerce, which allows retailers to quickly add Buy with Prime to their BigCommerce site with no coding required.

“We’ve been working closely with merchants since the launch of Buy with Prime and have been thrilled to hear the results it’s helped drive for them so far,” said Peter Larsen, Amazon VP of Buy with Prime. “We’ll continue innovating and investing in new features, such as Reviews from Amazon, to help merchants of all sizes succeed and give Prime members the shopping benefits they love, whether it’s on Amazon or beyond.”

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