The news: Amazon launched Buy with Prime, a new feature that enables third-party merchants to appeal to Amazon Prime members by leveraging the retail giant’s massive logistics infrastructure to fulfill orders on their own websites.
More on this: Buy with Prime melds Amazon’s fulfillment and payments services to provide a streamlined checkout process on non-Amazon websites.
Prime’s value: Buy with Prime provides other merchants access to the lucrative Amazon Prime customer base, which is a key cog within the retailer’s business.
There’s no free lunch: Of course, access to those Prime members comes at a cost.
Taking on Shopify: Amazon has long had a complicated relationship with the merchants that sell on its marketplace. While sellers appreciate access to Amazon’s massive customer base, that access comes at the cost of handing Amazon control of their customer relationships.
The big takeaway: Amazon regularly touts the tremendous value consumers receive via Prime membership.