It used to be the only way a merchant could reach Amazon Prime shoppers was by using the Fulfillment By Amazon (FBA) fulfillment program. That changed last year when Amazon introduced Buy with Prime, which lets merchants offer Prime members the ability to make a purchase on their website using Amazon’s checkout.
Today, Amazon announced new benefits for buyers who check out with Buy with Prime on a merchant’s website:
- Order-tracking on Amazon for offsite Buy with Prime orders (“Prime members can now view and track orders placed on brands’ sites that offer Buy with Prime using their Amazon account, both on Amazon.com and in the Amazon mobile app”).
- 24/7 customer service through a live chat feature on shoppers’ order detail page, where they are connected with Amazon representatives to get “round-the-clock, human-assisted customer service for their Buy with Prime orders.”
- Label-free, box-free returns at an expanded number of convenient drop-off sites including UPS Store locations, Whole Foods Market, Amazon Fresh, and Amazon Go stores (“Prime members simply bring the item in the manufacturer’s original packaging and the QR code generated after starting their return to their selected drop-off location – there’s no box, no label, no fuss”).
Amazon encouraged merchants to adopt the program, writing in today’s announcement: “Brands offering Buy with Prime can acquire new customers and build brand loyalty while offering benefits that shoppers love and trust. Buy with Prime is helping merchants acquire new customers.”
It said initial results show that, on average, three out of every four Buy with Prime orders are from new shoppers.
