Dive Brief:
- To streamline its e-commerce operations for sellers and shoppers, Amazon made a number of updates to its Buy with Prime and Amazon Multi-Channel Fulfillment services, the e-commerce giant announced Wednesday at its Accelerate seller conference.
- Shoppers using Amazon’s Buy with Prime feature can now pay via PayPal. Next year, the e-commerce platform will allow Prime members to connect their PayPal account to their Prime account, so they can access fast, free shipping while shopping with Buy with Prime on participating merchants’ sites.
- Starting this month sellers can also show estimated delivery dates on their Google Shopping ads, Google search results and TikTok ads, per the press release.
Dive Insight:
With its new ad and payment features, Amazon continues to build upon its Buy with Prime capabilities.
In January 2023, the company expanded its Buy with Prime service to all U.S. merchants, enabling Prime subscribers to buy items from other websites with their saved checkout details and receive free delivery and returns. Later that year, the company partnered with Shopify and added order tracking and live chat for Buy with Prime customers.
Buy with Prime orders through merchants’ websites are up over 45% year over year, according to Amazon, and the number of merchants offering Buy with Prime is up over 25%.
Alongside its Buy with Prime improvements, Amazon has also bolstered Multi-Channel Fulfillment, which serves over 200,000 U.S. merchants, according to the company. Last fall, the company integrated ReturnGo, a returns management company, into its Multi-Channel Fulfillment service, allowing merchants to automate their reverse logistics.
“Buy with Prime and Amazon Multi-Channel Fulfillment continue to help sellers attract new shoppers with the convenient, fast, and predictable experience they expect from Amazon,” Peter Larsen, vice president of Buy with Prime and Amazon Multi-Channel Fulfillment, said in a statement. “Both services have seen significant growth over the last year, and we’re delighted to add to the momentum and partner with PayPal, Google, TikTok Ads, and Shopify to give brands even more options to grow their businesses.”
Amid its efforts to bolster the shopping and seller experience, the company is gearing up for its upcoming sale event next month. The retailer is hosting its Prime Big Deal Days on Oct. 8 and Oct. 9 for its Prime members in 19 countries, during which it will offer discounts on items such as electronics, toys and apparel.
