Buy With Prime: Three Important DTC Benefits You Might Not Know About

Ryan Faist

Ryan Faist, Channel Key
February 28, 2023

Amazon announced it will open its new Buy with Prime program to all U.S. merchants on January 31, 2023. Buy with Prime enables Prime members to shop directly from a brand’s online store – with the trusted experience they expect from Amazon. Prime members see the Prime logo and delivery promise on eligible products, which signals that the item is available for free delivery with easy returns. Amazon launched a beta version of the program in April of 2022, emphasizing the following benefits:

  • Deliver on a Promise that Millions Trust
    Display the Prime logo and delivery promise on your existing site to convert more shoppers with transparent delivery estimates, secure checkout, and easy returns
  • Drive Traffic with Buy with Prime
    Accelerate your growth using marketing solutions designed to help brands reach more Amazon shoppers
  • Simplify Your Fulfillment
    Use your existing inventory at Amazon fulfillment centers to start fulfilling Buy with Prime orders on your site

Benefit #1: Display Amazon Customer Reviews on Your DTC Website

In addition to the value of offering Amazon Prime perks on your DTC website, Buy with Prime also provides three important added benefits. For example, brands that use Buy with Prime can display Amazon customer reviews within their own online stores. This can help achieve the following:

  • Enhance Brand Credibility
    Improve shopper confidence by displaying consumer-trusted Reviews from Amazon on your Buy with Prime product pages
  • Keep Shoppers Engaged
    Help shoppers validate their purchasing decision by displaying ratings and reviews from Amazon directly on your site
  • Offer More Reviews
    Amplify your existing product reviews from Amazon to give shoppers more information about your Buy with Prime products

Reviews from Amazon can help you boost shopper trust and provide social proof of your brand and products. This feature gives shoppers the familiar experience they trust from Amazon (without having to leave your site) while complementing other product review features you might already use. To access Reviews from Amazon, Buy with Prime merchants will need to meet the following criteria:

  • Have a U.S. entity
  • Enroll in Amazon Brand Registry
  • Have active Amazon product listings

Mobile phone showing customer reviews.

Benefit #2: Gain Access to the Buy with Prime Marketing Toolkit

Another advantage of Amazon’s new DTC program is gaining access to the Buy with Prime Marketing Toolkit. This offers you a way to drive shopper interest in your products with the trust of Prime, using the Buy with Prime badge, and the promise of fast, free delivery in your marketing. The Buy with Prime Marketing Toolkit will help you replicate the Amazon shopping experience in the following ways:

  • Engage Prime Members
    Discover a new way to engage Prime members across all your marketing channels and drive them to your DTC site
  • Market Your Products
    Maintain your brand’s look and feel while following the Buy with Prime marketing toolkit’s guidelines to highlight Buy with Prime in your marketing
  • Build Trust in Your Brand
    Use the Buy with Prime badge to show Prime members that they get the same fast, free delivery they know from Amazon

Upon enrollment, brands get access to Buy with Prime marketing assets and guidance to start creating their own branded materials that they can use to promote across their site, social, search, and email channels. The toolkit includes general copy and imagery guidance for marketing assets, with sample messaging for your marketing initiatives. The Buy with Prime Marketing Toolkit is free for brands who are signed up for Buy with Prime and have active Buy with Prime listings.

Benefit #3: Use Sponsored Brands to Drive Amazon Shoppers to Your DTC Website

Amazon recently announced that Buy with Prime is now offering an invite-only beta advertising solution for DTC brands. Selected Buy with Prime merchants will be able to use Sponsored Brands to reach shoppers in relevant Amazon shopping results and direct them back to their DTC website. As a quick reminder, Sponsored Brands are cost-per-click (CPC) ads that feature your brand logo, a custom headline, and a lifestyle image. These ads help drive discovery of your brand among shoppers looking at similar products and brands. The new Buy with Prime advertising feature will help brands achieve the following:

  • Connect with Engaged Amazon Shoppers
    Help shoppers discover your brand with ads that appear as they shop for products like yours on Amazon
  • Boost Brand Engagement on Amazon
    Spotlight your brand and Buy with Prime products on a dedicated page in your Store on Amazon and direct shoppers to your site
  • Drive Lifetime Value
    Turn Amazon shoppers into your customers and connect with them directly to build lasting relationships

To be eligible to use Sponsored Brands within Buy with Prime, brands must be active Amazon sellers and have or are able to create, a Store on Amazon. Shoppers who engage with your ads will land on a new page in your Amazon Store that directs shoppers to your DTC website to complete their purchases. On this new page, you can feature up to 24 Buy with Prime products that Prime members can purchase with the same fast, free shipping, and free returns they get on Amazon. You can create this new page in your Store on Amazon without coding using the Store Builder in the Amazon Ads Console or Seller Central.

Amazon Ads Sponsored Brands.

Channel Key Takeaway:

The most important thing to know about Amazon’s new Buy with Prime program is that brands do not need to sell on Amazon to take advantage of it. The primary benefit of Buy with Prime is the ability to offer perks like free shipping, a seamless checkout experience, and easy returns on your own ecommerce website. According to internal Amazon data, Buy with Prime has been shown to increase shopper conversion by 25% on average. This data point measures the average increase in shoppers who placed an order when Buy with Prime was an available purchase option versus when it was not (during the same time period). Buy with Prime is especially valuable for brands who want to test how they might perform on the Amazon platform without fully committing to it. Channel Key predicts Amazon will continue to introduce more perks and benefits for Buy with Prime merchants as the program grows in popularity.

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