Buy with Prime: What does it mean for ecommerce brands?

The landscape of e-commerce is continually evolving, with consumer expectations around convenience, speed, and trust shaping how businesses sell online. One of the most recent and impactful innovations for direct-to-consumer (DTC) brands is Buy with Prime — a solution introduced by Amazon that allows ecommerce businesses to offer the same seamless checkout experience Prime members expect on Amazon.com, directly on their own websites.

Launched in 2022, Buy with Prime gives ecommerce brands an opportunity to tap into the logistics infrastructure and trust Amazon has built, without having to sell on the marketplace. But what does this mean for ecommerce brands in practical terms? Let’s take a closer look at how Buy with Prime works, the advantages and implications for online retailers, and the key considerations for adopting it.

What is Buy with Prime?

Buy with Prime is a checkout button that third-party online stores can integrate into their websites. When a customer clicks the button, they log into their Amazon account, and the transaction is processed using Amazon Pay while Fulfillment by Amazon (FBA) handles the shipping.

This means that customers can:

• Use payment methods already saved to their Amazon accounts
• Receive fast, free delivery through Amazon’s network
• Track their order through Amazon
• Get easy returns backed by Amazon’s customer service

This functionality is similar to “Shop Pay” or “Apple Pay” integrations, but with a crucial differentiator — it brings the value of Amazon Prime into the checkout experience on a non-Amazon platform.

How Does This Impact Ecommerce Brands?

For ecommerce brands, Buy with Prime has the potential to be a game changer. Here’s how:

1. Increased Conversion Rates

Cart abandonment is one of the biggest challenges in online retail. Reasons range from complicated checkouts to concerns about delivery times. With Buy with Prime, businesses can offer a familiar, hassle-free checkout process and reliable shipping — both of which have been proven to increase conversion rates. According to Amazon, some participating brands saw increases in conversion of up to 25% after adding the option.

2. Leveraging Amazon’s Trust and Infrastructure

One of the most daunting tasks for small and mid-sized ecommerce businesses is building operational reliability. Buy with Prime allows them to instantly gain access to Amazon’s world-class logistics and fulfillment system. A brand doesn’t need to develop an independent shipping network or customer service team capable of handling mass returns — Amazon does it all.

3. Ownership of Customer Relationship

Unlike selling through the Amazon marketplace, where sellers have limited access to customer data, Buy with Prime lets brands retain ownership of the customer relationship. This means they can receive customer insights, manage email lists, and use customer data to tailor marketing campaigns and improve retention.

Challenges and Considerations

Despite its advantages, adopting Buy with Prime is not without challenges. Brands should weigh the following:

• Eligibility and Integration: Brands must use Fulfillment by Amazon to qualify and will need to connect their ecommerce store to Amazon systems. While integrations are available for platforms like Shopify and BigCommerce, some technical overhead may exist.
• Brand Experience Consistency: The Amazon-branded checkout and delivery experience could create a disjointed brand journey, especially for premium or highly differentiated brands.
• Cost Implications: Fees for fulfillment and use of Amazon’s services may be higher than other options, depending on order volume and product size. Brands need to calculate whether the increased conversion justifies these additional costs.

Additionally, it’s essential to consider how including Amazon in the mix may affect long-term brand positioning. While it brings the power of Prime, it also places part of the customer experience under Amazon’s control.

Is Buy with Prime Right for Your Business?

Ultimately, the suitability of Buy with Prime depends on a brand’s specific goals. For businesses that:

• Struggle with high cart abandonment rates
• Want to reduce fulfillment overhead
• Target customers who are already Amazon Prime members

— Buy with Prime can offer significant benefits. However, for brands prioritizing a completely controlled and custom customer journey, the trade-offs may outweigh the gains.

As e-commerce continues to evolve, tools like Buy with Prime reflect a broader trend toward platform interoperability and consumer-first experiences. Brands that can blend the best of both worlds — the scale of Amazon and the intimacy of DTC — are best positioned to thrive in this new era.