Omnichannel is no longer a strategy—it’s the only way forward in today’s commerce landscape. Shoppers are learning about and shopping for products in more places. And they want the convenience of being able to shop in the places where they spend most of their time. In fact, research from IBM and the National Retail Federation says that more than 70% of consumers shop across two or more channels. So, for brands looking to get in front of those consumers’ dollars, it’s more important than ever to be marketing and selling across channels. They need to be where their shoppers already are.
But along with the pursuit of an omnichannel strategy comes the question of how expanding to additional channels might take away from a brand’s primary channel. For successful Amazon sellers interested in boosting ecommerce site sales with Buy with Prime, some wonder: Will Buy with Prime cannibalize my Amazon.com sales ?
Although the experience is different for every Buy with Prime merchant, a common trend has actually been the opposite. Some merchants are, instead, seeing increased sales on Amazon.com in tandem with increased conversions and sales through Buy with Prime on their ecommerce sites. So, while some merchants are understandably concerned that their Amazon.com sales might take a hit if they use Buy with Prime to double down on their direct-to-consumer (DTC) channels, like their brand site, some merchants already using Buy with Prime have seen a halo effect instead. Similarly, some merchants using Amazon DSP for Buy with Prime are seeing a halo effect, with increased sales on both channels during the ad campaigns.
Read on to hear directly from merchants and
Buy with Prime Partners
about how they’ve actually seen Amazon.com sales increase in tandem with website sales after activating Buy with Prime.
- BUBBL’R : Because this antioxidant sparkling water brand was only selling on Amazon.com and in physical stores, it actually used Buy with Prime to open a completely new sales channel on a brand site that didn’t previously sell its popular beverages. After activating Buy with Prime to sell cases of BUBBL’R water on BUBBLRShop.com , the merchant has also been seeing growth in sales on Amazon.com.
“We’ve been growing significantly on Amazon.com as well. The growth on both channels is definitely going hand in hand. I think we’ve had our biggest three months ever on Amazon, and they were all this year [2024]. So that’s going hand in hand with the Buy with Prime activation. It’s all about having more channels and more areas to send consumers to shop.”
– Zach Lastrilla, Brand Development Manager, BUBBL’R
- Wyze : This smart-home technology leader was an early adopter of Buy with Prime and has been seeing steady increases in shopper conversion and new customers. The success inspired the merchant to adopt additional features with Buy with Prime, including Amazon DSP. The unique solution for Buy with Prime merchants uses Amazon shopping signals to remarket to shoppers who had visited the brand’s site or viewed its products on Amazon.com, and then point those shoppers to Wyze.com. Even though the Amazon DSP campaigns were tied to Buy with Prime products on its site, Wyze has seen increases in sales on Amazon.com as well.
“For site sales alone, these display ads drove results that met or exceeded the results we get through other ad channels. The added bonus was that we also saw and were able to track a marked increase in our product sales on Amazon.com, giving us a more comprehensive view of our overall return on ad spend.”
– Logan Dunn, Head of Ecommerce, Wyze
- HEYDUDE : As this casual footwear brand looked to keep the momentum of the success it saw during the pandemic, when work-from-home professionals sought out casualwear, it activated Buy with Prime on leading SKUs and launched an Amazon DSP campaign. The already successful ecommerce brand did end up seeing increases in shopper conversion on its site and improved return on ad spend (ROAS), but even more, HEYDUDE also saw sales uplift in its Amazon Store.
“Buy with Prime has opened up opportunities for our brand. It’s allowing us to expand across both DTC and Amazon, especially as we’ve seen an omnichannel halo effect. When something happens on our ecommerce site, we see positive results in our Amazon Store.”
– Tommy Kowalski, VP of Digital Commerce, HEYDUDE
- Dragon Glassware: In an effort to reach unique audiences for its licensed brand housewares after seeing declining performance from other ad channels, Dragon Glassware launched an Amazon DSP campaign for its Buy with Prime products. It ran display ads featuring its Barbie licensed products to get in front of relevant audiences leading up to the new Barbie movie release. In addition to improved ROAS through the ads, Dragon Glassware also exceeded ROAS goals and performance on other ad channels.
“We do most of our business on Amazon, but being able to send ad traffic to our website, which historically has been tough, was huge.”
– Matt Rollens, CEO, Dragon Glassware
- Netrush : This Buy with Prime Partner has been supporting sellers with Amazon strategy since 2005, but as the ecommerce landscape evolved, Netrush has broadened its expertise to omnichannel strategy. The team sees Buy with Prime and Amazon.com has having a symbiotic relationship that puts the customer first. And they’ve seen a number of merchants that they support see growth in their Amazon.com sales in tandem with their site sales through Buy with Prime.
“It’s a strong balancing act that Amazon is managing. If the whole intent was to get shoppers to buy on Amazon, there wouldn’t be any more Buy with Prime adoption. If a brand doesn’t get that larger, recurring customer lifetime value, they wouldn’t justify Buy with Prime.”
– Chris Marantette, Co-Founder, Netrush
- Darkroom: In a similar vein, this Amazon and Buy with Prime Partner says some clients worry that activating Buy with Prime on their sites could negatively impact their DTC business. But the Darkroom team says that they’ve only seen Buy with Prime enhancing the overall business, and so they describe it to merchants as a way to augment DTC sales. They help merchants test the waters with a few SKUs to help them see how Buy with Prime complements their broader DTC strategy, before rolling it across their broader product catalog. For safe earring brand Tini Lux , for example, Darkroom actually used Buy with Prime to optimize the brand’s Amazon strategy .
“When we mention it to clients, some are nervous that they’re going to lose some aspect of their DTC business or that they’re going to lose some part of that customer journey. But I tell them it’s actually a way to augment their DTC business. For me, I’ve never seen a downside. We think it’s a good add-on to their Amazon.com business.”
– Matt Lewis, Director of Marketplaces, Darkroom
If you’re curious how you can expand your successful Amazon.com business beyond Amazon or looking to grow your existing ecommerce business across channels, learn more about Buy with Prime and get started today.