Early this year, I met with Amazon's Buy with Prime team in person at NRF in NYC. They outlined why Buy with Prime could be a game-changer for our clients. For those unfamiliar, Buy with Prime allows customers to checkout with their Amazon Prime account on a merchant's e-commerce website. While I was intrigued by the potential, it seemed too good to be true for brand selling on Amazon. At the time, it also seemed like setting up Buy with Prime on Shopify websites would be a risk in violating Shopify's terms. One we weren't willing to take.
Despite concerns, we continued conversations with Buy with Prime and even mentioned it to a couple of clients who could be a good fit. Many of these clients raised the same concerns as me. Amazon assured us there hadn't been issues with other Shopify merchants, but this wasn't enough to take the risk.
A few months ago, more Buy with Prime use cases kept coming up while chatting with prospective clients. Eager to see how Buy with Prime could help these merchants succeed, I contacted our Buy with Prime partner manager for an update on the Shopify relationship. This time, he let me in on the exciting news Shopify President Harley Finkelstein announced last week: Buy with Prime was coming to the Shopify app store.
What this means:
Since hearing the news, I've enjoyed working with Buy with Prime (BwP) on potential implementation for new and current clients. Here are some reasons I'm bullish about Buy with Prime:
BwP isn't the right move for every merchant. For now, I see the most opportunity for:
Building out DTC: Countless merchants have excelled on Amazon but have been unable to crack the direct-to-consumer channel. There's, of course, a financial motivation to build out DTC, but another is better understanding their customers. Buy with Prime is a game-changer for these merchants. They can launch their e-commerce store and offer customers the same trust and benefits of shopping with Amazon Prime. With full access to customer data, these merchants will have more insight than ever into their customers and the ability to build meaningful relationships through channels like email/SMS. Merchants may launch with all or select products on Buy with Prime but can gradually drive customers to purchase DTC as they build trust.
Unified branded shopping: Amazon made several improvements to its platform over the years, allowing merchants to offer customers more branded experiences; however, it still doesn't come close to what's possible with Shopify. Until now, merchants who opt to sell on Amazon will try to get around this by building a brand experience on a platform like Shopify but still drive traffic to Amazon, even if they offer DTC. We've built experiences like this for countless brands, often in the CPG space. Buy with Prime will help merchants bridge this gap and create one unified shopping experience.