Offering Buy with Prime to your own site is a no-brainer if you want to engage Prime members. But what’s the right strategy for selecting the products that offer Buy with Prime on your site?
In this brief article, we offer some quick tips to help you select the right products that offer Buy with Prime. Below are four best practices based on insights gathered from existing merchants and from the teams that are helping merchants add Buy with Prime to their sites:
1. Focus on your website’s best-sellers
Your best-selling products on Amazon.com might not overlap with the best-selling items on your website. If that’s the case, we recommend prioritizing the best-sellers on your site for Buy with Prime. This can offer your customers the Prime shopping experience they know and trust, while providing you with useful data points to determine the impact that Buy with Prime has on your sales.
2. Prioritize items that are purchased individually
Buy with Prime currently only supports single-SKU purchases. We are prioritizing adding cart building as a feature based on merchant feedback. Shoppers on your site may only be able to purchase one item at a time, but they can elect to purchase variations (think different sizes and colors) within that product family.
3. Keep an eye on inventory
Use your inventory in Amazon fulfillment centers to fulfill both your Amazon.com and your Buy with Prime orders. This shared inventory pool to fulfill omni-channel orders is kind of a big deal. It can save you time and money, because your Buy with Prime and Seller Central accounts are synced to give you a holistic view of your product inventory. We recommend creating a weekly or monthly reminder to make sure you have enough inventory for Amazon.com and Buy with Prime orders on your site.
4. Always adhere to the restricted product policies
All Buy with Prime products must follow Amazon’s restricted product policies, including but not limited to Seller Central’s restricted products list, FBA product restrictions, dangerous goods identification guide, expiration dates on FBA products, Amazon Pay Acceptable Use Policy, and Meltable FBA inventory. To ensure that you don’t accidentally violate those policies, we recommend bookmarking these resources and referring to them whenever you plan to add a product to your Buy with Prime catalog.
One other necessary consideration to keep in mind is that Buy with Prime is only available for US-based purchases.
Once you’ve selected the perfect products for Buy with Prime, make sure you build a collections page to showcase your catalog (more on collection pages in an upcoming article). And keep in mind, the more products that you add to your Buy with Prime catalog, the higher the likelihood you’ll realize the benefits of adding Buy with Prime to your site.
As we learn more about how merchants want to use Buy with Prime, we’ll continue to innovate the product. We’ll address updates to product selection in future articles.
Learn more about adding products to your Buy with Prime catalog.
If you think Buy with Prime could help your business, learn about the requirements to get started and sign up.
*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.
Related resources
4 ways to elevate your marketing using Buy with Prime
[1] Signing up and adding Buy with Prime products to your direct-to-consumer site is a requirement for accessing the marketing toolkit. Learn more about getting started.