Buy With Prime Can Boost Your E-Commerce Conversion by up to 40%

By Ranjit Mulgaonkar and Maya Mulgaonkar

Buy With Prime is a new service from Amazon for brands that want to take advantage of Amazon’s fulfillment network and access 200 million Prime members.

Essentially, if you are a brand with an e-commerce site, Buy With Prime lets you use Amazon’s fulfillment network (Fulfillment by Amazon — FBA) to ship products sold on your site to your customers. Customers can check out through their Amazon Prime account when they buy from your e-commerce site without having to enter credit card and shipping information.

You can integrate the Buy With Prime button into your existing Shopify and Salesforce Commerce Cloud using an app — or any other e-commerce platform using a Prime widget on your checkout pages. Buy With Prime will be listed as an additional payment option among the existing payment.

What is My Experience as a Shopper?

For first-time shoppers, Amazon will ask to verify your Amazon account information. After that, you’ll move on to the brand’s checkout page, which will be automatically populated with your preferred delivery address and default payment method from your Amazon account. Once you make your purchase, Amazon handles the delivery and returns for Buy With Prime orders.

Although Buy With Prime populates these fields with your preferred Amazon delivery address and payment method, you can adjust preferred addresses and payment methods to any options that are saved in your Amazon account, or you can add a new address. Prime members can now view, manage, and track their Buy With Prime orders from either their order confirmation emails or in their Amazon account on Amazon.com and in the Amazon mobile app. Prime members can get fast, free delivery on eligible items from participating online stores.

Returns for products purchased using Buy With Prime are now easier than ever thanks to an expanded number of drop-off locations, including Amazon physical stores, Whole Foods Market, and UPS Stores. After starting a return, Prime members can simply bring the item being returned, scan a QR code, and hand it over — no box, no label, no fuss. Buy With Prime orders are covered by the Amazon Pay A-to-Z Guarantee.

What Customer Data Does Amazon Provide to You?

If you are a seller on Amazon (Seller Central or Vendor Central), Amazon doesn’t normally offer much information about your sales from Amazon’s customers. Names, email addresses, and so on are hidden. 

But because Buy With Prime shoppers do come through your website, you will know essentially as much about them as if they had directly checked out directly on your e-commerce store. 

In the “customers” section of your Buy With Prime merchant console, you can pull up data on shoppers that includes: 

• Customer name and email

• Order date

• Total number and value for their Buy With Prime orders

• Total number and value of their returns through Buy With Prime

• Items returned and returned amount

• Last 4 digits of credit card used

All this information is also available in your Seller Central console.

How Much Does Amazon Charge for This Service?

Buy With Prime fees include:

• Amazon service fee: 3 percent of transaction or minimum $1 per order.

• FBA fulfillment fees (based on size and weight).

• 2.4 -percent of transaction plus $0.30 per order fee.

• The fees can be calculated upfront before signing up with Buy With Prime service.

What Brands Are Currently Offering Buy With Prime?

Many merchants already offer Buy With Prime in their online stores, including brands across the health and wellness, beauty, food and beverage, apparel and accessories, kids and pets, and home and garden categories. Here are some of those merchants:

• bareMinerals

• Briogeo

• Buxom Cosmetics

• Carbone

• Sherpani

• PopSockets

• Casely

Reviews From Amazon

In addition, Buy With Prime also allows you to display your Amazon reviews on your own e-commerce site. When brands add reviews from Amazon to their sites, they have experienced an average 38-percent increase in shopper conversion.

As you shop on participating brands’ websites, you may also see customer reviews from Amazon. Merchants that offer Buy With Prime have the option to display reviews from Amazon (if they currently also sell on Amazon) to help you make your buying decision and spend less time browsing multiple tabs of reviews.

Advantages of Buy With Prime

1. Unified inventory in Amazon Fulfillment network

2. Outsource fulfillment to the best-in-class: Amazon

3. Up to 40-percent more conversion

4. List Amazon reviews on your e-commerce site

5. Fast, free delivery, a trusted checkout experience, and easy returns

Additional information on this program is available at: amazon.com/buywithprime 

Ranjit Mulgaonkar is founder and CEO and Maya Mulgaonkar is vice president of client services at Flatworld Group, a full-service Amazon agency that helps brands to be successful on Amazon. They can be reached, respectively, via email at ranjit@flatworldgroup.com and maya@flatworldgroup.com. For more on Flatworld Group, click here.