Amazon plans to open Buy with Prime to all eligible US-based merchants by January 31, 2023, extending a service that puts Prime shopping benefits on retailers’ own websites. The January 10 announcement gives small online stores a way to combine their own storefronts with Amazon’s checkout and delivery services. Eligible products carry the Prime logo and a delivery promise, with free shipping as fast as the next day and easy returns. [S1][S2]

The service began in April 2022 with invitations to merchants using Fulfillment by Amazon, or FBA. Amazon’s original setup description connected a merchant’s store to inventory already in Amazon fulfillment centers, using Multi-Channel Fulfillment to share one inventory pool across channels. A JavaScript widget added Buy with Prime to selected products. The sale happens on the merchant’s website; Amazon’s fulfillment operation supplies the delivery service. [S2]

BigCommerce announced an app on January 10 to reduce the setup work. It described guided onboarding without manual code pasting, plus tools to manage Buy with Prime catalogs and view orders and returns in the BigCommerce Control Panel. Although the release’s opening says the app has launched, its availability statement puts access for all US BigCommerce merchants in the first quarter of 2023. Merchants therefore have two timetables to check: Amazon’s January 31 service expansion and BigCommerce’s broader quarter-long app window. [S1][S3]

Amazon would fulfill Buy with Prime orders and handle free returns under the integration BigCommerce described. Merchants would still receive order information, including customer email addresses, for customer service and direct relationships with shoppers. Outsourcing fulfillment would leave a customer-service role with the store, with orders and returns visible in its existing control panel. [S3]

Amazon reported an average 25% increase in shopper conversion from its internal data. It defined the comparison as shoppers placing an order when Buy with Prime was offered against when it was not offered during the same period. BigCommerce repeated the figure, rather than supplying an independent study. The statistic concerns conversion—not a 25% increase in every store’s sales or profit. Neither announcement supplies the margin calculation needed to judge whether additional orders cover the service costs. [S1][S3]

Amazon’s April 2022 launch release listed service and payment-processing fees, along with per-unit fulfillment and storage fees, while saying there was no fixed subscription fee or required long-term contract. That is the launch description, not a verified January 2023 price quote. A merchant weighing the expansion needs to compare what remains from an order after the applicable fees and product costs, rather than rely on the conversion percentage alone. [S1][S2]

Source documents

  1. Amazon's Buy with Prime increases shopper conversion by 25% on averagehttps://www.aboutamazon.com/news/retail/amazons-buy-with-prime-increases-shopper-conversion-by-25-on-average
  2. Amazon Unveils Buy with Prime, Expanding Prime Shopping Benefits Beyond Amazon.comhttps://press.aboutamazon.com/2022/4/amazon-unveils-buy-with-prime-expanding-prime-shopping-benefits-beyond-amazon-com
  3. BigCommerce Announces Integration for Amazon’s Buy with Prime Enabling Merchants to Accelerate Business Growthhttps://www.bigcommerce.com/press/releases/bigcommerce-announces-integration-for-amazons-buy-with-prime-enabling-merchants-to-accelerate-business-growth/