Amazon Launches Buy With Prime Merchant Tools Aimed at Increasing Conversions

Amazon Launches Buy With Prime Tools for Cart, Reviews

Amazon has unveiled a pair of tools to help merchants using its Buy with Prime program.

Introduced in April 2022, the program lets merchants sell listed products directly from their websites, making Amazon’s payments and fulfillment services available at checkout and allowing shoppers to use their Prime membership to get benefits like free delivery.

On Thursday, (Sept. 14), Amazon announced updates to the program, such as cart functionality, which lets shoppers purchase multiple Buy with Prime goods in a single transaction.

“This new feature also increases the size of sales for businesses — merchants who used it first experienced a 15% increase in Buy with Prime units per order after adding cart to Buy with Prime checkout,” Peter Larsen, vice president of Buy with Prime, wrote in a company blog post. “Buy with Prime cart also helps merchants optimize fulfillment costs because Amazon can now fulfill multiple Buy with Prime products in each shipment.”

The company has also introduced Reviews from Amazon, which lets merchants display their Amazon reviews on their own sites at no added cost.

“Early results show that merchants who added Reviews from Amazon to their site experienced a 38% increase in shopper conversion, on average,” wrote Larsen. “We believe when merchants can use the volume and authenticity of their Amazon reviews on their [direct-to-consumer (D2C)] sites, they drive more interest in a product and increase shopper confidence.”

Also Thursday, Amazon revealed that 75% of Buy With Prime purchases are made by customers new to that particular online brand, which the company said underlines the trust consumers have in their platform.

The news comes two weeks after Amazon and Shopify launched a partnership to let merchants who pay for Shopify’s eCommerce tools use Amazon’s logistics network, giving Shopify merchants access to Buy with Prime.

“The tie-up underscores the ways in which logistics and fulfillment can be the needle and thread that link platforms together,” PYMNTS wrote the day after the partnership was announced.

“Buy with Prime is the commonality here, where Shopify merchants in the United States will be able to speed delivery to Prime members,” the report noted. “In terms of the setup, consumers opt for the payment choice in their Amazon wallet when checking out via Shopify. It’s especially notable that, upon checking out, Amazon Pay will be offered as a payment method alongside Shopify Payments.”

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