Buy with Prime: What It Means for Brands With Their Own Website

Amazon has announced Buy with Prime, a new service that lets Prime members check out on your own website using their Amazon account. They see the Prime badge, get fast free delivery and free returns, and pay with the details already saved in Amazon. Orders are fulfilled from your FBA inventory.

For brands that sell on Amazon and on their own site, it is an interesting new option. Here is what it is and whether it might fit your business.

How Buy with Prime works

• You add a Buy with Prime button to product pages on your own website.
• Prime members click it and check out with their Amazon account.
• The order is fulfilled by Amazon from your FBA inventory, using Multi-Channel Fulfillment.
• Amazon handles delivery and returns, with Prime delivery promises.

The service starts as invitation only for US merchants, with wider access planned later.

Why brands are interested

• Trust. The Prime badge is familiar to millions of shoppers. It can raise conversion on a lesser known brand’s website.
• Faster checkout. No new account to create, no card details to type.
• Fast delivery without building your own fulfillment network.
• One inventory pool. Your FBA stock serves both Amazon and your own site.

Things to think about

Costs

Buy with Prime has its own fees, covering payment processing, fulfillment and storage. Compare the total with your current website checkout and shipping costs before you decide.

Inventory

If one pool of FBA stock now feeds both channels, a spike on your website can affect your Amazon availability, and the other way round. Plan stock levels with both in mind, and keep an eye on your FBA limits.

Customer relationship

One reason brands build their own website is to own the customer relationship. Check what order and customer data you receive through Buy with Prime and how it fits your email and marketing plans.

Your platform

See whether your website platform supports Buy with Prime easily. Amazon is expected to add more integrations over time.

Who should consider it

• Brands already using FBA with steady stock.
• Brands with growing website traffic but low website conversion.
• Brands whose shoppers are mostly in the US and likely to be Prime members.

If your website is tiny or your products are not in FBA, it is probably not the first thing to focus on.

The bigger picture

Buy with Prime is part of a wider trend. Amazon is extending its services beyond its own store. For brands, the line between “Amazon business” and “website business” is getting thinner. That makes it more important to manage inventory, pricing and marketing across channels as one plan.

The bottom line

Buy with Prime could lift conversion on your own website by bringing Prime trust and fast checkout. Look closely at fees, inventory and customer data before you sign up. If you want help thinking through your channel strategy, see our full service account management or request a free audit.

FAQs

What is Buy with Prime?

It is an Amazon service that lets Prime members buy on your own website with their Amazon account, with Prime delivery and returns fulfilled from your FBA stock.

Do I need FBA for Buy with Prime?

Yes. Orders are fulfilled from your FBA inventory through Amazon’s Multi-Channel Fulfillment.

Is Buy with Prime available to everyone?

It is launching by invitation for US merchants, with wider access expected later.