Amazon Gives Brands Bigger Baskets

Amazon has released a feature for merchants' websites called Buy with Prime cart to support new customer-acquisition strategies and help reduce fulfillment costs.

As the holidays approach, it’s a feature that companies can use to advertise ease of use and quick checkout and deliveries.

The feature intends to increase the number of items bought with an online shopping cart through Prime on the company's or brand's website, and optimize fulfillment costs by allowing Amazon to fulfill multiple products in one shipment. 

Buy with Prime cart has begun to see early success. In the past, shoppers using Buy with Prime could immediately purchase one product with each order, similar to the “Buy Now” button on Amazon. Now they can purchase multiple products in one transaction.

The feature is one of the Buy with Prime services, an Amazon’s direct-to-consumer (D2C) offering introduced a little more than a year ago. Since then, merchants have used Buy with Prime to acquire new shoppers, and convert those shoppers into customers.



Three out of four Buy with Prime orders are from new shoppers. The electrolyte drink company HydraLyte found that nine out of every 10 Buy with Prime orders come from customers new to their brand.

Amazon said 75% of Buy With Prime purchases are made by customers new to that particular online brand, which the company said underscores the trust consumers have in their platform.

The company also introduced Reviews from Amazon, which allows merchants to display their Amazon reviews on their own sites at no added cost.

Early results show merchants who added Reviews from Amazon to their site experienced a 38% increase in shopper conversion on average. Merchants can use the authenticity of Amazon reviews on their D2C sites to drive more interest in a product and increase shopper confidence.

The news comes several weeks after Amazon and Shopify launched a partnership to enable merchants who pay for Shopify’s ecommerce tools to use Amazon’s logistics network and access to Buy with Prime.

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