For Business

11 common questions about Buy with Prime

Grow your business, simplify operations, and build customer relationships with Buy with Prime.


Looking for ways to attract and convert shoppers on your site? Need to streamline operations and simplify fulfillment? Want to free up time so you can focus on building relationships with your customers?

Founded on the belief that every entrepreneur should be empowered to reach every customer through every channel, Buy with Prime gives businesses of all sizes an opportunity to engage Prime members beyond

But adding a new solution to your ecommerce business is an important decision that takes time and brings up key considerations. The following are some common questions about Buy with Prime—and their answers of course—to help you understand how Buy with Prime fits in with your business goals.

1. How can Buy with Prime help grow my ecommerce business?

While we can’t provide an answer that fits every business type, we can tell you that merchants using Buy with Prime are converting more shoppers and earning net-new customers. Buy with Prime empowers merchants to grow their ecommerce business by attracting and converting Amazon shoppers with the trust of Prime, free 1–2 day shipping, easy returns, and a checkout experience that millions of shoppers love. On average, merchants experienced a 25% increase in shopper conversion when using Buy with Prime* and saw that three out of every four Buy with Prime orders were from new shoppers**.

See what merchants have to say about their experience using Buy with Prime.

2. Why should I add Buy with Prime to my ecommerce site if I already have a strong Amazon business?

Today’s consumers are shopping in many different channels, so it’s more important than ever for businesses to be where their shoppers are—to have an omnichannel sales strategy. That’s why Buy with Prime is designed specifically for businesses interested in growing their own ecommerce brand beyond

For Amazon sellers, Buy with Prime can help bridge the gap—making it possible to balance both a successful Amazon business and a successful ecommerce site at the same time, reaching even more shoppers where they’re already shopping.

“At the end of the day, you want to be where your shoppers are. And for 99% of brands, that means you want to be on Amazon and have your own ecommerce website,” says Liran Hirschkorn, Founder and CEO of Incrementum Digital, a Buy with Prime Partner. “Brands that have been very Amazon focused are seeing the opportunity to sell on social media, drive traffic to their own website, and have direct communication channels. And Buy with Prime presents a huge opportunity for them to test the waters of an omnichannel strategy.”

Offer Buy with Prime. Convert more shoppers.

Sign up for Buy with Prime

3. Does Buy with Prime work with my ecommerce site?

Buy with Prime is designed to work with most ecommerce providers (see complete list in the knowledge center). With the Buy with Prime app for Shopify and our integration with Salesforce Commerce Cloud, it’s even easier for merchants using these ecommerce providers to manage their product catalog and orders in one place.

To ease the process for installing the Buy with Prime button on your ecommerce site, we’ve created a getting started guide that gives you a step-by-step overview. This includes a video to learn how to install the code on your site. We’ve also built a community of Buy with Prime Partners that can help you get set up, as well as help with other ecommerce business needs.

4. Do I have to be an Amazon seller to use Buy with Prime?

Nope! You don’t need to sell on to offer Buy with Prime on your ecommerce site, but you do need to meet the basic requirements. During onboarding, you set up a Professional Seller Central or Amazon Multi-Channel Fulfillment (MCF) account and send inventory to Amazon to distribute across its fulfillment centers. Buy with Prime requires one of these accounts to fulfill Buy with Prime orders with 1–2 day shipping. You also need to set up an Amazon Pay account to process payments for Buy with Prime orders, verify a shopper’s Prime member status, and offer shoppers a fast, secure checkout by using information from their Amazon account.

If you’re an Amazon seller, setup is as easy as four steps because you can leverage the inventory you already have in Amazon fulfillment centers. You simply need to authorize Amazon to use that inventory to fulfill Buy with Prime orders on your ecommerce site and orders on

5. Do I have to use MCF to use Buy with Prime?

Fulfillment of Buy with Prime orders is done through Amazon MCF. MCF leverages the world’s largest fulfillment network with more than 200 fulfillment centers globally to provide a fast and reliable solution for ecommerce businesses. You can ship your inventory to Amazon fulfillment centers and Amazon handles the rest—product storage, packaging, shipping, order tracking, and returns.

You can even use MCF to fulfill orders for your other ecommerce channels, including those on your site placed through standard checkout, and use a single pool of inventory. Learn more

6. I’m an enterprise business; can I use Buy with Prime on my ecommerce site?

Yes! Buy with Prime was built for ecommerce businesses of all sizes and designed to work with most ecommerce providers. For enterprises specifically using Salesforce Commerce Cloud, you can use Buy with Prime for Salesforce Commerce Cloud to Seamlessly manage Buy with Prime across your entire ecommerce tech stack. You can customize how Buy with Prime appears on product pages and in your checkout flow, and offer enhanced features that let shoppers search for products offering Buy with Prime and add any products to one cart—whether they’re Prime-eligible or not they offer Buy with Prime. Sign up to learn about the invite-only opportunity.

For large businesses with multiple ecommerce brands and channels, you can set up Buy with Prime for all of them and manage them within the merchant console with a single account signin and integrated account overview.

Offer Buy with Prime. Convert more shoppers.

Sign up for Buy with Prime

7. I’m an Amazon Retail vendor; can I use Buy with Prime on my ecommerce site?

Buy with Prime works for Amazon Retail vendors too. In fact, using the Buy with Prime solution for Amazon Retail vendors, you can get started with Buy with Prime and MCF faster, save on shipment costs, and help reduce out-of-stock rates using the inventory you already inbounded and sold to Amazon Retail.

The solution allows one-way inventory sharing from the Amazon Retail inventory to your MCF inventory after a Buy with Prime order is generated. Using a single, virtual inventory pool, your units are flipped from your Amazon Retail inventory, giving your business the flexibility to scale on demand.

Beyond attracting and converting Prime members on your own ecommerce site, “Buy with Prime and the solution for Amazon Retail vendors can help you build omnichannel efficiencies and scale your ecommerce business,” says Nehel Khanani, Tech Sales Executive at Buy with Prime who works closely with vendors. “Whether you’re a wholesaler that supplies Amazon and other retailers or a retail brand with multiple third-party and direct-to-consumer sales channels, the Buy with Prime solution for Amazon Retail vendors is designed to help you grow. Simplified inventory inbounding, invoicing, and inventory management can make it easier to expand your omnichannel strategy with Buy with Prime.” Learn more

8. How does Buy with Prime help me build direct relationships with customers?

We share Buy with Prime order and customer information with you, including email addresses, which you can use to provide customer service and build direct relationships with customers (Learn more). We also have a collection of tools and features that can help you connect with and build relationships with customers, including the Buy with Prime marketing toolkit, email marketing apps for third-party providers like Klaviyo and Yotpo, and analytics dashboards within the merchant console that you can use to support personalized outreach and nurture campaigns.

9. Does Buy with Prime work with third-party apps and providers that I’m already using?

Buy with Prime works with most ecommerce providers and certain third-party apps to help you manage and scale your ecommerce business. For instance, the integrations with Shopify and Salesforce allow you to manage your Buy with Prime business within the consoles that you already use. Email marketing apps automatically sync your Buy with Prime order and customer information with your email marketing provider, allowing you to create email marketing strategies, automated campaigns, and personalized outreach. Our conversion tracking tools sync Buy with Prime with Meta and Google Analytics to help you measure and better understand the performance of your ad campaigns.

You can see all the apps compatible with Buy with Prime in the apps and tools directory, or in the marketplace within the merchant console if you’re already a Buy with Prime merchant.

10. Is merchant console a separate system that I have to manage?

Merchant console is a separate interface built to manage and track Buy with Prime orders on your ecommerce site; it’s separate from Seller Central. Although merchant console and Seller Central are both necessary to manage your Buy with Prime business, you can use the Alloy apps to sync your Buy with Prime order, customer, and catalog information with your ecommerce site. The Alloy apps work with ecommerce sites hosted with Shopify, BigCommerce, Adobe Commerce/Magento, WooCommerce, and Squarespace. If your site is hosted on Shopify, you can use the Buy with Prime app for Shopify to manage your Buy with Prime business within your Shopify admin.

11. How much does it cost?

Buy with Prime uses a pay-as-you-go pricing model, so you’re only charged when a Buy with Prime order is placed and for storage of your inventory. To learn more and see a rate card, go to the pricing page.

We hope this Q&A provides some useful context for as you consider whether Buy with Prime is right for your ecommerce business. If you’re ready to take the next step, learn how to add Buy with Prime to your site.

*This data point is from a sample of 37 merchants with average monthly web traffic between 5k and 3M, and 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.

**Data is from a sample of 14 merchants with average monthly website traffic between 10K to 1.5M. “New shoppers” means shoppers who had not made a purchase on the merchant’s site since January 1, 2021 and completed a purchase using Buy with Prime.

Lindsay Holloway