Amazon: Buy With Prime Boosts Merchants’ Shopper Conversion 25%

Merchants using Amazon’s Buy with Prime are seeing their shopper conversion increase by 25%.

That’s been the company’s finding in merchants’ early trials of this offering, Amazon reported during its most recent earnings call.

“Buy with Prime is continuing to show a lot of progress,” Amazon CEO Andy Jassy said during the Thursday (Aug. 3) call.

Jassy added that merchants who participated in Prime Day activities experienced a tenfold increase in daily Buy with Prime orders during the event, compared to the month before Prime Day.

This update on the progress of the Buy with Prime offering came during an earning call in which Amazon also reported that sales gleaned from its third-party sellers segment soared by 18.1% to $32.3 billion during the second quarter.

Amazon announced the launch of Buy with Prime on an invitation-only basis in April 2022.

At launch, Buy with Prime allowed select Amazon merchants to sell their listed merchandise directly from their own websites. The new perk makes Amazon’s payments and fulfillment services available at checkout, giving shoppers the option to use their Amazon Prime membership for quick, no-charge delivery and other benefits.

Amazon unveiled this offering to boost its relationship with sellers as rival Shopify continues to expand its presence and swoop in on the eCommerce giant’s turf, PYMNTS reported at the time.

Nine months later, in January, Amazon opened up the Buy with Prime program to a much wider pool of merchants, saying the previously invite-only offering would be available to all eligible U.S. merchants beginning Jan. 31.

Extending the Buy with Prime option gives some tailwind to Amazon’s fulfillment and last-mile efforts, PYMNTS reported at the time. The move also acknowledges that the direct-to-consumer (D2C) model is gaining steam within eCommerce and that speedy delivery remains a competitive advantage.

Third-party marketplaces have become a crucial battleground in the rivalry between Amazon and Walmart. Hours after the initial launch of Buy with Prime in April 2022, Walmart announced its own upgraded outreach to help sellers connect with shoppers.

At that time, Walmart debuted a “Search Brand Amplifier,” a faster onboarding process at the Walmart Ad Center and more application programming interfaces (APIs) to service international sellers.