Amazon's Buy with Prime expands with new capabilities and more brands

Amazon's Buy with Prime and Multi-Channel Fulfillment (MCF) services have announced several enhancements to their offerings, aimed at helping businesses increase sales across various channels. The announcement, made on September 18, 2024, at Amazon's Accelerate seller conference, introduces new capabilities for both merchants and shoppers.

Key developments

1. Buy with Prime has seen a more than 45% year-over-year increase in orders through merchants' websites so far this year.
2. Merchants offering Buy with Prime have experienced an average 16% increase in revenue per shopper.
3. Amazon Multi-Channel Fulfillment now serves over 200,000 U.S. merchants, with a 70% year-over-year increase in total orders fulfilled.
4. New partnerships with PayPal, Google Shopping Ads, and TikTok Ads have been established to enhance the Buy with Prime experience.

Buy with Prime Growth

Buy with Prime, launched in 2022, has shown significant momentum:

• Over 50% more Prime members are shopping Buy with Prime year-over-year so far this year.
• The number of merchants offering Buy with Prime has increased by over 25% year-over-year so far this year.
• During the Prime Day 2024 event, Buy with Prime merchants saw a 300% increase in the number of orders.

Peter Larsen, vice president of Buy with Prime and Amazon Multi-Channel Fulfillment, stated, "Buy with Prime and Amazon Multi-Channel Fulfillment continue to help sellers attract new shoppers with the convenient, fast, and predictable experience they expect from Amazon."

New Advertising Solutions

To help merchants drive traffic to their Buy with Prime enabled items, two new advertising solutions have been introduced:

1. Amazon DSP for Buy with Prime: Merchants can now launch Amazon Demand-Side Platform (DSP) campaigns leveraging Amazon product-level shopping signals to drive traffic to their ecommerce websites.
2. Delivery Estimates in TikTok Ads: Buy with Prime merchants will be able to display the Prime brand and real-time delivery estimates in their TikTok Ads starting next month.

Tommy Kowalski, vice president of digital commerce for HEYDUDE, a Buy with Prime merchant, reported, "Within two weeks of using Amazon DSP for Buy with Prime to remarket to engaged shoppers across the web, it's already our second-highest performing ad channel giving us an incredibly strong return on advertising spend."

Enhanced Shopping Experience

Buy with Prime is rolling out improvements to the shopping experience:

1. Expanded Payment Options with PayPal: For participating brands integrating using the Buy with Prime API, PayPal is now available at checkout after shoppers log in to their Amazon account.
2. Unified Checkout for Shopify Stores: Using the existing Shopify cart and checkout, shoppers can now purchase items with Prime and without Prime together in one order.

Amazon Multi-Channel Fulfillment Improvements

Amazon MCF has introduced several enhancements:

1. Faster Standard Delivery: The Standard Delivery option has been reduced from 5 business days to 3 business days at no extra cost to merchants.
2. MCF Fast Badges for Merchant Websites: Merchants can now show dynamic, real-time delivery estimates on their website.
3. Delivery Estimates in Google Shopping and TikTok Ads: Merchants can display estimated delivery dates in their Google Shopping ads and search results, and in their TikTok ads.

Craig Barnell, co-founder and chief operating officer of Fishers Finery, an Amazon MCF merchant, shared, "With Amazon Multi-Channel Fulfillment, our ability to scale was essentially unlimited. We didn't have to buy warehouses, trucks, planes, or other logistics resources like packaging or labels—we could rely on Amazon to provide that."

Buy with Prime by the Numbers

• 16% increase in revenue per shopper from offering Buy with Prime
• 25%+ year-over-year increase in the number of merchants offering Buy with Prime so far this year
• 45%+ year-over-year increase in Buy with Prime orders placed through merchant websites so far this year
• 50%+ more Prime members are shopping Buy with Prime year-over-year so far this year
• 300% increase in orders for Buy with Prime merchants during the Prime Day 2024 event

Amazon Multi-Channel Fulfillment Growth

• Now serving over 200,000 U.S. merchants
• 70% year-over-year increase in total orders fulfilled by the service so far this year

New Brands Joining Buy with Prime

Several new brands have joined Buy with Prime, including IZOD, Elizabeth Arden, Dollar Shave Club, Shokz, Brumate, Buxom Cosmetics, Thunder Works, Toroe, Backbone, babysense, Tini Lux, Feliway, Iron Flask, Nectarlife, Waterdrop Filter, and more.

David Parrish, founder and chief executive officer for SnS Grills, a Buy with Prime merchant, commented, "No matter the history or longevity of your store, if someone sees Buy with Prime and the option to check out using their Amazon account, it gives them an elevated sense of trust."

These enhancements to Buy with Prime and Amazon Multi-Channel Fulfillment demonstrate Amazon's commitment to supporting businesses of all sizes in their growth across various sales channels. As e-commerce continues to evolve, these services aim to provide merchants with the tools they need to succeed in an increasingly competitive landscape.

Key Facts

• Buy with Prime orders through merchants' websites up 45%+ year-over-year
• Average 16% increase in revenue per shopper for merchants offering Buy with Prime
• Over 200,000 U.S. merchants now using Amazon Multi-Channel Fulfillment
• 70% year-over-year increase in total orders fulfilled by Amazon MCF
• New partnerships with PayPal, Google Shopping Ads, and TikTok Ads
• Standard Delivery option for Amazon MCF reduced from 5 to 3 business days
• 300% increase in orders for Buy with Prime merchants during Prime Day 2024
• Over 25% year-over-year increase in merchants offering Buy with Prime