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Amazon introduces Buy with Prime on D2C websites

Updated: Nov 8, 2022

On April 21st, Amazon announced Buy with Prime. The service allows shoppers with a Prime membership to shop on eCommerce sites other than Amazon and check out using their Amazon account.

The new benefit for Prime members will extend the convenience of Prime shopping to online stores beyond Amazon. This will initially be available by invitation only for merchants using Fulfillment by Amazon (FBA) and will roll out through 2022 as merchants are invited to participate, including those not selling on Amazon or using FBA.

Buy with Prime will allow of U.S.-based Prime members to shop directly from merchants’ eCommerce stores with the trusted experience they expect from Amazon—including fast, free delivery, a seamless checkout experience, and free returns on eligible orders. Prime members will use the payment and shipping information stored in their Amazon account and receive shipping and delivery notifications after an order is placed.

With the Buy with Prime button, you can use your existing inventory at Amazon fulfillment centers to start fulfilling your Buy with Prime DTC orders, and let Amazon handle your storage, delivery, and returns.

Buy with Prime buttons are starting to appear

According to Marketplace Pulse, a few Shopify merchants have rolled out the Buy with Prime integration. Depending on the design template, the button appears directly below or above the standard checkout button.

When purchasing using Buy with Prime on a D2C eCommerce site, shoppers will be prompted to sign in to their Amazon account. They can complete the order using their preferred payment method stored in their Amazon account.

What customer data does Amazon share with the merchant?

The Amazon Prime member's data shared with the merchant will include their name, email, shipping address, phone number, and the last four digits of their payment method used during checkout. Merchants will be able to use this data to build direct relationships with customers. However, they will not be able to share the data with "any third party that identifies shoppers as Prime members unless it is solely for providing a service to the merchant".

If you need more info or help with adding Buy with Prime on your eCommerce website, our team at MND Retail is here to help.

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