This morning, Amazon announced it will expand its Buy with Prime service to U.S.-based merchants by month-end. This service enables third-party merchants to offer Prime benefits such as free shipping and returns on their own apps; initially, only those utilizing Fulfillment by Amazon (FBA) for handling shipping and logistics were eligible for the program.
In Spring 2022, FBA merchants and select others were invited to use the service.
Buy with Prime gives consumers fast, free delivery, seamless checkout and easier returns – features similar to Amazon.com’s Prime service – allowing merchants to build their own direct relationships with customers, according to Amazon.
Amazon reports an average 25% increase in shopper conversion since the April launch.
Wyze reported a 25% higher conversion rate on Buy with Prime, prompting them to add it as an option for all items in their catalog. Trophy Skin saw a 30% increase in conversions after introducing the same option, and Hydralyte reported 14%.
Amazon is expanding their Buy with Prime feature to include Reviews from Amazon, allowing merchants to showcase customer reviews on their online stores. This will help increase conversions and consumer trust at no additional cost; after customers leave a review on Amazon.com, it will appear wherever Buy with Prime is enabled for the merchant’s site.
“Since launching Buy with Prime, we’ve had great success working with merchants to drive results. We’re continuing to innovate and invest in new features like Reviews from Amazon that benefit both merchants and Prime members, whether on Amazon or off,” said Peter Larsen, Vice President of Buy with Prime at Amazon.
Sustainable Glam is already planning to offer the feature, according to the haircare brand.
BigCommerce will soon launch the Buy with Prime app in Q1, simplifying merchants’ ability to offer this option without coding.
As of Jan. 31, 2023, Buy with Prime will be open to all U.S.-based merchants without needing an invitation.