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Amazon is building out a new program that allows Prime subscribers to use the company’s fast and easy delivery service when shopping on other websites.
By January’s end, the ‘Buy With Prime’ service will be available in a wider number of e-commerce stores in the US than ever before. The move will allow eligible stores outside Amazon’s platform to provide customers with the benefits of a Prime subscription—free shipping and next-day deliveries, mainly—on more e-commerce sites.
Amazon claims Buy with Prime increases what the retailer calls "shopper conversion" by 25 percent on average, using its own data. The conversion "measures the average increase in shoppers who placed an order when Buy with Prime was an available purchase option versus when it was not, during the same period."
“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,” Amazon’s VP of Buy with Prime, Peter Larsen, said in a statement on Tuesday. “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.”
As of January 31, Prime members—paying $139 a year and contributing to most of Amazon's sales—-can purchase products from a wider variety of sellers by hitting the 'Buy With Prime' button on their storefront.
The biggest difference between buying on Amazon and buying through Buy with Prime is that you won’t be able to track your orders on Amazon.com; you’ll have to click the link in the shipping confirmation email to follow your order’s status.
Like the payment feature Amazon Pay, which has been used as a payment option on various websites for more than ten years, the Buy with Prime button saves time for customers with automatic payment and shipping details.
The offering comes at a time when Amazon is facing increased competition from Shopify, which offers a similar package to its customers and which became popular during the pandemic. Shares of Shopify (SHOP.T) decreased 1.9 percent on Tuesday Jan 10, however, while Amazon’s (AMZN) was up by 2.9 percent—suggesting that the new Buy With Prime program shows promise.
