It’s time to bring your online store back into the spotlight.
For years, Amazon sellers have been redirecting customers to their Amazon store and neglecting their own store. But with the introduction of Buy with Prime, Amazon sellers can capitalize on Amazon’s vast delivery network and offer the same free shipping, expedited delivery, easy returns and fast checkout on their online store.
As Buy with Prime is relatively new, sellers have a lot of questions going on around how it works, how they can participate and what’s the fee structure. In this article, we’ll learn how Amazon sellers can grow their online store by utilizing the Buy with Prime feature.
What is Amazon Buy with Prime?
Launched in April 2022, Amazon Buy with Prime offers online sellers a new way to accelerate sales in their direct-to-consumer (DTC) stores.
Online stores can use Buy with Prime on their own eCommerce stores and give customers more reasons to purchase from them by providing features they love as Amazon Prime members: super-fast shipping, free delivery and a user-friendly checkout experience. This means that Prime privileges are no longer confined to the Amazon storefront alone.
Who can use Amazon Buy with Prime
Buy with Prime is currently invite-only for all merchants enrolled in the Fulfillment by Amazon (FBA) program. According to Amazon, this feature will be rolled out to other retailers not selling on Amazon or using FBA through invite-only.
The program is initially launched for USA sellers only. Like another program, if it’s successful, you can expect to see Buy with Prime expand to other countries.
Retailers and brands who are interested in enrolling in the program can add their information to Amazon’s Buy with Prime interest list.
How does Amazon Buy with Prime work?
Invited businesses will be given an HTML button code that they need to add to the product template. At present, there are no extensions or plugins to automate this for any e-commerce platform like Shopify or BigCommerce.
Depending on the design template, the Buy with Prime logo will be displayed next to their listed online products, along with the delivery promises. This will allow shoppers to extend their Prime privileges outside Amazon websites. They can sign into their Amazon accounts on external sites and be redirected to a hosted checkout on Amazon Pay, where their shipping details and payment information are pre-saved. Shoppers will be redirected to their original site after completing their purchase.
Buy with Prime price
Like any other retailer that uses FBA, participating businesses will have to pay service fees, payment and processing fees, fulfillment fees and storage fees. There are no long-term contracts or fixed subscriptions included in this service.
Buy with Prime: Benefits for sellers
#1: Buy with Prime makes it easier for the customers to trust your brand and products:
Crowning the Prime logo and Amazon Prime’s well-known promise of fast delivery and free returns on your online store listings build immediate trust among Prime customers. Shoppers who know, love and shop on Amazon frequently will get a sense of familiarity when they look at the Prime logo beside your products.
#2: Buy with Prime allows online sellers to tap into Amazon’s 200 million loyal Prime customer base
Participating retailers will have access to shoppers’ emails and addresses so they can also build direct relations with them by sending promotional emailers, product inserts and more. When selling on Amazon, shoppers interact directly with Amazon and as a result, brands miss out on those crucial interactions that can help them build a long-lasting relationship.
#3: Buy with Prime allows online sellers to market their products their way
Not only can you sell your products away from all the competition, but you also have the ability to design your pages as you want. On Amazon, sellers have to promote and market their products in a controlled environment. But with Buy with Prime, sellers can showcase their products as they want while still getting many benefits of selling on Amazon.
#4: Buy with prime takes the hassle out of fulfillment
Amazon’s world-class fulfillment services is a reason enough to opt for Buy with Prime. With FBA, Amazon takes care of storage, delivery, returns and everything in between so you can focus on what really matters: bringing more customers to your store and increasing sales.
#5: Buy with Prime helps build brand awareness
When shoppers purchase from your Amazon listing, they won’t visit your website or learn about other products you have to offer. They won’t even go through your brand story and A Plus Content because there are so many other distractions right on your detail page and even below the “Add to cart” button.
On the other hand, when shoppers purchase from your store, they will also want to learn more about your brand. They will go through your about us page, view your home page, visit your social media pages and spend more time learning about your brand.
Advertise Buy with Prime products on Amazon using Display Ads and Sponsored Brands
Retailers can expand the reach of their online store using Amazon Display Ads and Sponsored Brands in their marketing strategy.
By leveraging Display Ads, brands can drive traffic to their online store using remarketing to Amazon audiences browsing third-party websites.
Sponsored Brands appear in prominent places within shopping results. When a shopper clicks on Sponsored Brand ads, they will be redirected to the Buy with Prime page on the brand store’s page on Amazon. From here, shoppers can preview product details and purchase the product directly from the seller, off Amazon.
Partner with an expert Amazon marketing agency like eStore Factory to produce creative assets and manage your advertising campaigns.
What companies are using Buy with Prime?
Brands like Epic Water Filters, The Cat Ladies and Great Circle Machinery are invited by Amazon to the Buy with Prime program and are already seeing the benefits. “Conversion on our site has increased over 40% since we started using Buy with Prime, and we expect that number to go up,” said Oliver Crane, chief operating officer of Epic Water Filters.
Buy with Prime or not, it is still worth investing in your online store
Buy with Prime is a lucrative opportunity for any Amazon seller, but as it is invite-only, not all sellers can take advantage of this program. However, you can still improve the visibility and performance of your online store by hiring Amazon seller consultants from eStore Factory. Our dedicated team of eCommerce SEO consultants can help you get your store up and running in no time.