The new Buy with Prime offering is initially being made available by invitation-only to merchants using Amazon’s fulfillment service, which lets businesses send products to Amazon’s warehouses and have the company manage packing, shipping, returns, and customer service.
Customers shopping on these sites will see the Prime logo on eligible products and can choose to checkout using payment and shipping information stored in their Amazon account, CNN reported.
“Allowing merchants to offer Prime shopping benefits on their own direct-to-consumer online stores is an exciting next step in our mission to help merchants of all sizes grow their business — whether on Amazon or beyond,” said Peter Larsen, Amazon’s vice president of Buy with Prime. “With shoppers purchasing directly from merchants’ online stores, Buy with Prime will allow merchants to build customer relationships and brand loyalty while offering conversion-driving benefits like fast, free shipping.”
The launch of the new service is expected to help Amazon stave off antitrust scrutiny, which it has long faced for giving its own products an unfair advantage on its marketplace. It will also help the company counter rising competition from Shopify.