Like it or not, Amazon is expanding Prime to cover more of the web. The company says it will make Buy with Prime “broadly available” on eligible third-party sites in the US on January 31. More shops can offer free shipping, streamlined checkout, and simplified returns for Prime members. Previously, stores were already using Amazon’s fulfillment system and had to receive invitations.
The company is also introducing an option to allow Buy with Prime partners to post Amazon customer ratings and reviews on their store pages. Sites don’t have to expect someone to leave glowing reviews on their storefront.When people shop on Amazon and like an item, it shows up in third-party shops.
The theoretical advantage is clear. You can get your hands on the product without the hassle, but stores are more likely to convert visitors into paying customers. I want to play an important role in the store.
The catch, of course, is that you have to pay Amazon to make a profit. Amazon has already faced government scrutiny over its treatment of third-party sellers on its marketplace, including accusations that it uses third-party sellers’ sales data to develop rival products. Buy with Prime could extend Amazon’s influence to more sellers and, as a result, attract more attention from regulators.
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