Amazon takes Prime Delivery beyond its own website

A “Buy with Prime” option may soon appear when shopping on sites other than Amazon.

Chris Ratcliffe/Bloomberg via Getty Images

Amazon on Thursday revealed a new way for Prime members in the US to enjoy fast shipping and free returns, even beyond the retail giant’s own site.

Amazon’s new service allows merchants to add a “Buy with Prime” button to their own online stores. For buyers with a Prime membership, Amazon says choosing this option will allow them to use shipping and payment information already stored in their Amazon account. They’ll also get free Prime shipping and free returns on eligible products, the same options customers get when buying items on Amazon’s site.

“With the introduction of Buy with Prime, we are expanding the places where members can enjoy reliable and convenient Prime shopping benefits beyond Amazon, adding even more value to their membership,” said Jamil. Ghani, vice president of Amazon Prime, in a statement. “Members will have the ability to buy directly from merchants, while enjoying the fast, free shipping, seamless checkout, and easy returns they’ve come to know and love from Amazon.”

Amazon said the service will roll out through 2022, starting with sellers who use its Fulfillment by Amazon. It will eventually be open to merchants who don’t sell on Amazon or use its fulfillment service, the company said.

Amazon in February increased the cost of a Prime subscription from $119 to $139 per year and from $13 to $15 for monthly subscribers. As of December 2021, approximately 172 million people subscribed to Amazon Prime, according to a report by Consumer Intelligence Research Partners.

Edwin S. Wolfe