/Logos/SupplyKick_Logo.svg "SupplyKick_Logo"){kind=logo}
Should your brand offer Amazon checkout and fulfillment on your own site?
Buy with Prime lets shoppers use their Amazon account, Prime delivery, and Amazon reviews when purchasing from your DTC store. Amazon handles fulfillment, returns, and post-order support. You get faster shipping promises, a trusted checkout layer, and access to Amazon's review proof without sending customers to Amazon.com.
That sounds good. The friction shows up in fee stacking, margin pressure, Shopify app reliability, and the need to test against your existing checkout before committing sitewide.
This guide walks through who qualifies now, how the Shopify workflow works, what the fee stack includes, where the program delivers lift, and when you should skip it.
Buy with Prime is a checkout and fulfillment program that brings Amazon Prime delivery, returns, and customer service to a brand's own website.
When a shopper clicks the "Buy with Prime" button on your product page, they enter an Amazon-hosted checkout experience. They log in with their Amazon account, see their saved payment and shipping info, and complete the purchase. After checkout, they return to your site.
The shopper receives order tracking, delivery notifications, and access to Amazon's return flow. They can also see Amazon reviews for the product directly on your site before purchasing.
Buy with Prime does not replace your native checkout. It runs alongside whatever checkout you already offer.
Product pages display the Prime logo, a delivery estimate, and a "Buy with Prime" button. If you enable Reviews from Amazon, shoppers also see Amazon star ratings and review snippets on the product page.
Amazon now supports Buy with Prime cart, which lets shoppers add up to 20 Prime-eligible items in one transaction. This is no longer just a buy-now button.
Amazon manages fulfillment, shipping, order tracking, returns, and customer service.
Returns flow through Amazon's label-free and box-free options where available. Refunds process automatically. Amazon's Buy with Prime Assist team handles post-order customer service at no added cost.
Your brand still gets shopper data. Amazon shares name, email, shipping address, and phone number with you after purchase.
To offer Buy with Prime, you need:
Buy with Prime is currently available only to U.S.-based merchants selling to U.S. customers.
Yes, but not without Amazon fulfillment.
Amazon now says brands can offer Buy with Prime for products not sold on Amazon.com. The requirement is that you create an Amazon Supply Chain account and place inventory in Amazon fulfillment centers.
This is not a path around Amazon's operational footprint. You still need to use Amazon's fulfillment network and follow Amazon's fulfillment rules. You just avoid listing the product publicly on Amazon.com.
Skip Buy with Prime if:
Amazon picks, packs, and ships orders placed through Buy with Prime using the same fulfillment network that serves Amazon.com. Shoppers see Prime delivery estimates on your product page.
Returns follow Amazon's Prime returns policy. Amazon provides prepaid return labels. In some locations, shoppers can use label-free or box-free returns at Amazon drop-off points.
You do not control the returns policy. Amazon does.
If you enable Reviews from Amazon, your product page displays Amazon star ratings and customer reviews pulled from Amazon.com.
Amazon says merchants using this feature saw an average conversion lift of 38%. That number comes from Amazon and reflects average performance, not a guaranteed outcome.
Reviews are read-only on your site. Shoppers cannot submit new reviews through your DTC store. Only Amazon.com customers who have spent at least $50 on Amazon in the past 12 months can leave reviews.
Amazon's Buy with Prime Assist team handles post-order customer service for Buy with Prime orders. This includes order questions, delivery issues, and return requests.
Shoppers receive delivery notifications and can track orders through Amazon's system. Your brand does not run the support queue for these orders.
Amazon shares shopper name, email address, shipping address, and phone number with you after purchase.
You can use this data for post-purchase emails, retargeting, and loyalty programs. Amazon has historically guarded this data on Amazon.com orders, so this represents a meaningful shift for brands using the program.
Buy with Prime is not one fee. It is a stack.
Amazon published a 2026 rate card effective January 15, 2026. The exact fee breakdown depends on product dimensions, weight, order value, and whether you use Shopify or a custom integration.
Note: If you use the Shopify app, Amazon Pay payment fees do not apply, but Shopify's own payment fees may.
Does the fee stack fit your unit economics?
If you sell a $20 product with a 30% margin, adding a 3% service fee, 2.4% payment fee, and $5.60+ fulfillment fee will compress your contribution margin fast. High-AOV products with stronger margin profiles absorb the fees more easily.
Does higher conversion offset the added cost?
Amazon claims an average 25% conversion lift. If your current native checkout converts at 2%, Buy with Prime might push that to 2.5%. But only if your existing checkout is the bottleneck. If your site already converts well, the lift may be smaller.
Does cart functionality improve your AOV and units per order?
Amazon says early merchants saw a 15% increase in units per order after adding cart. Higher units per order can reduce per-order fulfillment cost, but only if your product mix supports multi-item purchases.
Do you have inventory velocity to justify the added storage cost?
Slow-moving inventory in Amazon fulfillment centers racks up storage fees. If your SKUs turn slowly, Buy with Prime may not be worth the added holding cost.
If your current checkout already converts well, Buy with Prime has to beat a strong baseline, not save a broken one.
Shop Pay, Apple Pay, and other fast-checkout options also reduce friction. Buy with Prime is not the only way to simplify checkout.
The question is whether Prime trust, delivery speed, and review proof deliver enough lift to justify the fee stack and operational dependency.
Test on a subset of SKUs first. Measure conversion, AOV, units per order, contribution margin, and return rate before expanding sitewide.
Amazon offers a combined MCF and Buy with Prime app for Shopify. The app lets you manage catalog, orders, and returns from Shopify admin.
You can enable Buy with Prime on specific products, sync inventory between Shopify and Amazon fulfillment centers, and handle mixed carts (some items fulfilled by Buy with Prime, others by your existing setup).
The app supports cart functionality. Shoppers can add multiple Prime-eligible products in one order.
Amazon also supports custom integrations for brands not on Shopify. Setup is more technical and may require developer work.
Start with a small SKU set. Pick hero products with strong Amazon review proof, fast inventory turn, and healthy margins.
Enable Buy with Prime on those products only. Keep your native checkout available. Track conversion lift, AOV, margin impact, and customer feedback.
If results justify expansion, add more SKUs. If results are weak or margin pressure is too high, pull back without disrupting the rest of your site.
| KPI | What to Measure |
|---|---|
| Conversion Rate | Compare Buy with Prime products to similar SKUs using native checkout. |
| Revenue per Shopper | Are Buy with Prime customers spending more per visit? |
| AOV | Is cart functionality lifting order size? |
| Units per Order | Are shoppers adding more items per transaction? |
| Contribution Margin | After all fees, what margin is left on Buy with Prime orders? |
| Return Rate | Are returns higher, lower, or the same as native checkout orders? |
| Support Tickets | Are Buy with Prime orders generating fewer tickets, or are sync/routing issues emerging? |
| Repeat Purchase Rate | Do Buy with Prime customers come back and buy again? |
Track these metrics by SKU. If Buy with Prime lifts performance on high-margin hero products but drags down margin on low-AOV SKUs, adjust your catalog strategy.
Amazon provides button code and integration docs in the Buy with Prime Knowledge Center.
For Shopify, the app handles most of the product-page setup automatically. You still need to verify that the Prime logo, delivery estimate, and reviews display correctly.
For custom integrations, work with your development team to place the button code, style it to fit your site, and test the checkout handoff.
Where SupplyKick can help: SupplyKick is an official Buy with Prime Agency Partner. We help brands evaluate whether Buy with Prime fits their business model, set up the program correctly, manage catalog sync and order routing, and measure performance against clear KPIs. Connect with our team to discuss whether Buy with Prime makes sense for your brand.
Do you need Amazon FBA or Amazon Supply Chain?
Yes. Your inventory must be stored in Amazon fulfillment centers to use Buy with Prime. You can use FBA, Multi-Channel Fulfillment, or Amazon Supply Chain. Amazon says brands can offer Buy with Prime without selling the product on Amazon.com, but they still need to create an Amazon Supply Chain account and place inventory in fulfillment centers.
Can shoppers use promo codes?
Promo code support through Buy with Prime is limited. Check Amazon's current documentation before building a promotion strategy that depends on discount codes at checkout.
Does Buy with Prime affect your Amazon marketplace business?
Only if you choose to sell the same products on both your DTC site and Amazon.com. If you use Buy with Prime without listing the product on Amazon.com, your marketplace business is unaffected. If you sell the same SKU on both channels, shoppers can compare pricing and delivery promises. Make sure your pricing and inventory strategy account for that.
Can you remove it if results are weak?
Yes. You can disable Buy with Prime on specific products or turn it off sitewide. If results do not justify the cost, pull back. Your native checkout remains in place.
Last updated: March 2026
These Stories on Fulfillment & DTC
For press inquiries, please contact Molly Horstmann, mhorstmann@supplykick.com
/Logos/SupplyKick/SupplyKick-Logo_White.svg "SupplyKick-Logo_White"){kind=logo}