Buy With Prime is Amazon’s latest project that extends the scope of its Prime subscription service beyond Amazon.com – a significant shift in Amazon’s business strategy that could help it compete with Shopify’s fast growth.
If you ship your products using Amazon’s Fulfillment by Amazon (FBA) service, you can now add Buy With Prime buttons to your website. As a result, Amazon Prime members will be able to purchase directly from these retailers while still enjoying the benefits of their subscription. These include free shipping and next-day delivery.
Prime members will appreciate the added convenience and value that Buy With Prime brings, but for Amazon, the usefulness of this feature goes beyond generating additional Prime income. Additionally, the debut of Buy With Prime serves as Amazon’s strategy of countering Shopify, a competitor e-commerce site, in the logistics sector (the actual movement of goods) (which lets merchants quickly build their storefronts).
AMAZON IS NOT WELL RESPECTED BY MERCHANTS.
Merchants frequently complain about Amazon’s tight control over their interactions with customers. If you sell your products on Amazon.com, you have access to one of the internet’s largest shop fronts, with programs like Fulfillment by Amazon and Amazon Prime making shipping easier and faster for you and your consumers. Amazon, on the other hand, is always watching your every move, gathering data on your products and threatening to clone them, putting your business out of business. What the firm has been accused of doing in multiple antitrust actions is very much the same as this.
Because of this, Shopify has been able to compete with Amazon. Small and medium-sized businesses (SMBs) can use Shopify’s tools to quickly set up their own shops, replicating, in theory, the ease and simplicity of shopping on Amazon. Shopify does not have its own marketplace for buyers (you do not go to Shopify.com to buy toilet rolls and curtain rails).
To ease tensions with retailers, though, Amazon is reducing its grip on the consumer relationship by allowing Prime benefits to be applied to merchant websites. In a blog post announcing the move, an Amazon executive says: “Allowing merchants to provide Prime shopping benefits on their direct-to-consumer online stores is an exciting next step in our aim to help merchants of all sizes expand their businesses.”
Amazon will charge merchants a variety of unannounced prices to put Buy With Prime buttons on their websites, but those perks aren’t free. In the words of Amazon, “merchants can extend their selection or cancel at any moment,” since there is no long-term contract or fixed subscription price involved.