Amazon, on Thursday, launched a new service, Buy with Prime, that lets third-party merchants use its shipping and logistics network to fulfill orders on their sites and its 200 million-plus Prime customers.

Buy with Prime will initially be available by invitation only for merchants using Fulfillment by Amazon (FBA) and will roll out through 2022 as merchants are invited to participate, including those not selling on Amazon or using FBA.

Buy with Prime will allow U.S.-based Prime members to shop directly from a merchant’s online store with delivery by Amazon. Prime members will see the Prime logo on eligible products in a merchant’s online store, which signals that the item is available for free delivery. Prime members will use the payment and shipping information stored in their Amazon account and receive timely shipping and delivery notifications after placing an order.

“We always aim to exceed Prime members’ expectations by offering more selection, exclusive deals, quality content, and convenient features,”


said Jamil Ghani, vice president, Amazon Prime. “With the introduction of Buy with Prime, we’re expanding where members can enjoy trusted and convenient Prime shopping benefits beyond Amazon, adding even more value to their membership. Members will have the flexibility to shop from merchants directly while enjoying the fast, free delivery, seamless checkout, and easy returns they’ve come to know and love from Amazon.”

“For over 20 years, we’ve been empowering small and medium-sized businesses with growth opportunities,” said Peter Larsen, Amazon’s Buy with Prime vice president. “Allowing merchants to offer Prime shopping benefits on their direct-to-consumer online stores is an exciting next step in our mission to help merchants of all sizes grow their business whether on Amazon or beyond. With shoppers purchasing directly from merchants’ online stores, Buy with Prime will allow merchants to build customer relationships and brand loyalty while offering conversion-driving benefits like fast, free shipping.”

Merchants sign up for Buy with Prime, link an Amazon Seller Central account, use Multi-Channel Fulfillment to offer one pool of inventory for multiple channels, and link an Amazon Pay account to provide seamless checkout for Prime members. When merchants install a JavaScript widget in their online store, they can add Buy with Prime to one or more products. With Buy with Prime, merchants will receive shopper order information, including email addresses for customer orders, which they can use to provide customer service and build direct relationships.

Pricing is service fee-based, with a payment processing fee and fulfillment and storage fees calculated per unit. With no fixed subscription fee or long-term contract requirement, merchants can expand selection or cancel at any time.