Amazon continues to evolve its Buy with Prime program by adding PayPal as a new payment option, a move designed to further enhance the convenience for Prime members. The Buy with Prime service, which allows Prime customers to shop directly from third-party websites using their Amazon credentials, is now making it easier than ever for customers to complete their purchases.
On Wednesday, Amazon announced that PayPal is being integrated into the Buy with Prime checkout experience. Prime members will soon be able to use PayPal to check out on any website that has adopted the Buy with Prime API. Additionally, starting in 2024, Prime members will be able to link their Amazon and PayPal accounts. This will allow them to automatically access Prime benefits, such as free shipping, whenever they use PayPal for online purchases, even outside of Amazon’s ecosystem.
A Game-Changer for Merchants and Consumers
Since its launch in April 2022, Buy with Prime has aimed to give merchants a seamless e-commerce experience by outsourcing fulfillment and shipping to Amazon. Brands that participate in the program store their inventory at Amazon warehouses, allowing Amazon to handle everything from packing to delivery. This streamlined service is a boon for businesses seeking to offer fast, reliable shipping options without managing their own logistics.
However, while Buy with Prime has gained traction, especially among well-known brands like Dollar Shave Club and IZOD, it hasn’t been without its challenges. Sending inventory to Amazon warehouses is a major hurdle for smaller businesses, as noted by Juozas Kaziukėnas of Marketplace Pulse. Some merchants, including those using Shopify, were initially hesitant to adopt the program due to concerns over handing control of their inventory and fulfillment to Amazon.
Despite these hurdles, Amazon claims that the program is growing rapidly. Buy with Prime orders have surged by 45% year-over-year, and there’s been a 50% increase in Prime members using the service compared to last year. While it may not yet be a dominant player in the world of e-commerce, Buy with Prime is proving its value, particularly for brands seeking to leverage Amazon’s vast logistics network.
Expanding Capabilities with PayPal and Beyond
The addition of PayPal is part of a broader effort by Amazon to expand the appeal and reach of Buy with Prime. PayPal is one of the most widely used digital payment systems globally, and its inclusion in Buy with Prime opens the door for even more seamless transactions for millions of PayPal users. By linking accounts, Prime members will also ensure that they receive all the benefits of their Amazon membership, no matter where they’re shopping.
In addition to the PayPal integration, Amazon has rolled out several other updates to the Buy with Prime program. One of the most significant is the ability for merchants to offer real-time delivery estimates directly in TikTok ads, giving customers immediate visibility into when they can expect their purchases to arrive. Furthermore, for Shopify stores, shoppers will now be able to combine Buy with Prime and non-Prime purchases in a single checkout process, simplifying the user experience.
Looking Forward
While Buy with Prime is still in its early stages, its rapid growth and continuous updates indicate that Amazon is betting big on the service as a key component of its future strategy. The integration of PayPal and other recent innovations signal that Amazon is not just focused on convenience for consumers, but also on providing robust, flexible solutions for merchants.
By offering a full-service experience — from payment processing to shipping and fulfillment — Amazon is creating a strong value proposition for businesses looking to streamline operations. And with more updates likely on the horizon, Buy with Prime could well become an essential tool for e-commerce brands seeking to offer customers the convenience and reliability they’ve come to expect from Amazon.
