Amazon is expanding its ‘Buy With Prime’ delivery service which allows Prime subscribers to use the company’s speedy delivery service when shopping on other websites.
Introduced in April by invitation only, Amazon said “Buy With Prime” will be generally available in the US by the end of January. The company said the number of customers who bought a product after clicking on it has increased 25% on sites using the service.
The move is part of Amazon’s exploration of new ways to help leverage its immense logistics operation. The “Buy With Prime” service adds value for Prime members by bringing fast delivery to other sites and helps merchants boost sales with minimal investment. In an interview with Bloomberg, Amazon Vice President Peter Larsen said, “If you offer ‘Buy With Prime,’ the increase in shopper conversion will more than offset the fees we are charging.”
This is the latest move for Amazon to expand its e-commerce platform beyond its own webstore, which it has done with various services for several years. In 2013 the company relaunched its payments service Amazon Pay allowing customers to shop on other sites using payment information stored with Amazon and in 2015 Amazon began closing its Amazon Web Store business.