Amazon is promoting Buy With Prime, which offers fast delivery of orders placed on other websites, after Shopify left the space. Read on.
While Amazon didn’t disclose how many merchants are using Buy With Prime, Larsen said the company “overall is going big on this.” Still, Amazon has “got some work to do,” he added.
Shopify’s retreat from logistics appears to have ushered in a truce between the companies. Tensions between them escalated last year when Shopify purchased logistics startup Deliverr in a deal worth US$2.1 billion, signalling ambitions to compete more directly with Amazon. But Shopify abandoned those plans in May when it sold its logistics unit to San Francisco startup Flexport Inc., which just replaced its chief executive officer and is going through its own strategy shift.
Aaron Cordovez, co-founder of Zulay Kitchen, which sells about 1,000 products on Amazon, said the service is helping him increase sales on his website because “customers trust the Amazon process. There’s not many downsides, so I think more people will try it.” Amazon has struggled in the past to expand its e-commerce success beyond its online store. It relaunched Amazon Pay in 2013 to let customers shop on other sites using payment information stored with Amazon after killing earlier iterations. In 2015, it began closing is Amazon Web Store business, an earlier attempt to sell services that let online merchants create their own stores similar to Shopify.
The Buy With Prime push could have better success as online merchants recognize the need to sell through multiple channels such as marketplaces, their own websites and brick-and-mortar stores, said Ben Rey, chief revenue officer at Teikametrics, a Boston-based software firm that manages almost US$1 billion in annual advertising spending on Amazon, Walmart and other platforms.
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