Overview

Buy with Prime is Amazon's program that allows sellers to offer Prime shopping benefits — including fast, free delivery and a trusted checkout experience — directly on their own ecommerce websites. Setting up Buy with Prime can help merchants increase conversion rates and build customer trust by leveraging the Prime brand outside of the Amazon marketplace.

Key Points / What Sellers Need to Know

• Prime benefits on your own site — Buy with Prime lets you display the Prime logo and offer Prime members fast, free delivery on your direct-to-consumer (DTC) storefront, not just on Amazon.com.
• Two setup paths available — Amazon offers different integration methods depending on your ecommerce platform, with dedicated workflows for Shopify sites and a universal widget option for other providers.
• Amazon account required — You'll need an active Amazon seller account to enroll, and Amazon recommends reviewing the program FAQ before getting started.
• Fulfillment handled by Amazon — Products sold through Buy with Prime are fulfilled using Fulfillment by Amazon (FBA), meaning your FBA inventory serves both your Amazon listings and your own website orders.
• Checkout trust factor — Customers complete purchases using their Amazon account credentials, which can reduce cart abandonment by providing a familiar, trusted payment experience.

How It Works

Buy with Prime bridges the gap between selling on Amazon and selling on your own website. When a Prime member visits your DTC site, they see the Prime badge on eligible products along with an estimated delivery date. At checkout, the customer can use their Amazon account to complete the purchase, and the order is fulfilled through Amazon's logistics network using your existing FBA inventory. This means you get the conversion benefits of Prime without having to build out your own fulfillment infrastructure for your website. The program is designed to give sellers more control over their brand experience while still tapping into Amazon's delivery and trust advantages.

Setup Process

To get started with Buy with Prime, sellers should visit the dedicated setup page within Seller Central. Amazon provides two integration paths depending on your ecommerce platform. If you operate a Shopify storefront, there is a specific Shopify integration flow that connects your store directly. For sellers using other ecommerce providers, Amazon offers a Buy with Prime widget that can be embedded on your product pages. In both cases, you'll walk through a guided setup process that connects your Amazon seller account, configures eligible products, and enables the Prime checkout experience on your site. Amazon recommends reviewing the FAQ section thoroughly before beginning the setup to understand program requirements and limitations.