Amazon delivers expanded shopping options for US Prime customersBlathnaid O’Deaon April 21, 2022 at 08:59 Silicon RepublicSilicon Republic

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Amazon is introducing Buy With Prime, a scheme that will allow its US-based Prime members to shop from online merchants beyond Amazon.com.

The participating merchants’ ability to participate in the scheme will be decided by Amazon, and will be invite-only initially. Merchants who are invited to participate must be using Fulfilment by Amazon. However, the company said that as it continues the Buy With Prime roll out during 2022 this will be expanded beyond the current parameters.

Prime members will be able to purchase goods directly from a participating online store while receiving Prime benefits such as next-day free delivery. Prime customers can also use the shipping and payment information stored in their Amazon account when they are purchasing from these merchants.

Jamil Ghani, vice president of Amazon Prime, said that the new scheme added more value to Prime customers’ membership. “Members will have the flexibility to shop from merchants directly, all while enjoying the fast, free delivery, seamless checkout, and easy returns they’ve come to know and love from Amazon.”

When a customer purchases from a participating merchant, the merchant will receive the shopper’s order information, including email addresses for customer orders. Pricing for merchants using Buy With Prime is based on a service fee, a payment processing fee and fulfilment and storage fees that are calculated per unit. There is no subscription fee or long-term contract required.

“For over 20 years, we’ve been empowering small and medium-sized businesses with opportunities to grow,” said Peter Larsen, Amazon’s vice president of Buy with Prime. “Allowing merchants to offer Prime shopping benefits on their own direct-to-consumer online stores is an exciting next step in our mission to help merchants of all sizes grow their business—whether on Amazon or beyond.”

In January, Amazon announced it was pivoting into physical fashion by opening a store in Los Angeles. The Amazon Style shop still retains a certain amount of technology in its in-person store, with the shopping experience being closely linked to the customer’s online profile.

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