Accelerate, Amazon’s annual seller conference, Amazon announced new marketing solutions that enable direct-to-consumer ecommerce sellers to reach engaged Amazon shoppers and help drive sales on their own sites. Amazon is piloting the solutions as part of Buy with Prime, a new program that enables sellers to offer Prime shopping benefits to shoppers off Amazon.
“Being able to offer Prime shopping benefits and reach more customers interested in our products—that’s huge for a small business like us. The Buy with Prime badge shows customers they can buy our products, directly from us, with the backing and trust of Prime.”
“Direct-to-consumer online sellers struggle with two key pain-points: driving traffic and converting shoppers. With the launch of Buy with Prime, sellers have begun to increase conversion by offering shopping benefits that millions of Prime members love and trust—including fast, free delivery and a seamless checkout experience,” said Peter Larsen, Amazon’s vice president of Buy with Prime. “Now, we’re taking the next step by piloting marketing solutions to help Buy with Prime sellers attract more engaged shoppers to their sites.”
Participating sellers can showcase their DTC products on Amazon with a new Buy with Prime page within their brand’s store, a customizable multipage storefront on Amazon. Sellers can then direct Amazon shoppers to those DTC products by using Sponsored Brands, which are customizable ads for brands.
Sponsored Brands appear in prominent places within shopping results on Amazon. When a shopper clicks on a Sponsored Brands ad, it takes them to the new Buy with Prime page within the brand store’s page on Amazon. From this new page, shoppers can preview product details and choose to purchase the product directly from the seller, off Amazon, by using Buy with Prime.
Together, Sponsored Brands ads and the new Buy with Prime stores pages help Buy with Prime sellers reach relevant shoppers on Amazon and direct them to their own DTC sites. Both solutions are now available in an invitation-only beta.
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Co-branded Buy with Prime social media ads, which are funded and managed by Amazon, help participating Buy with Prime sellers reach shoppers on Facebook and Instagram and drive traffic to products on their DTC sites. Potential customers see ads from Amazon’s Buy with Prime page on Facebook and Instagram that feature specific sellers. When the shopper clicks on that ad, they’re taken to a product detail page on the seller’s DTC site where they can purchase directly from the seller using Buy with Prime. Co-branded social media ads are now available in an invitation-only beta.
The Buy with Prime Marketing Toolkit allows sellers to leverage the recognized and trusted Prime brand to drive shoppers to their DTC sites. The toolkit provides the Buy with Prime badge, which sellers can feature in their marketing alongside their own brand and Buy with Prime products. This enables sellers to show they offer Prime shopping benefits on their own DTC site—including fast, free delivery; a seamless checkout experience; and free returns on eligible orders. The Buy with Prime Marketing Toolkit is a free resource available to all sellers with active Buy with Prime product listings.
“Conversion on our site has increased over 40% since we started using Buy with Prime, and we expect that number to go up,” said Oliver Crane, chief operating officer of Epic Water Filters. “Being able to offer Prime shopping benefits and reach more customers interested in our products—that’s huge for a small business like us. The Buy with Prime badge shows customers they can buy our products, directly from us, with the backing and trust of Prime.”
“It’s tough to gain shoppers’ trust to make a purchase on our own website, but the Buy with Prime badge gives them peace of mind knowing their orders are fulfilled by Amazon with the Prime delivery promise,” said Patrick Sean Briseno, ecommerce and marketing manager at Great Circle Machinery. “Buy with Prime already accounts for about half of our total sales on our site. We’re excited to see how our sales grow as we take advantage of these new marketing solutions that help us reach more Prime members.”
Every year, Amazon invests billions of dollars to improve the infrastructure, tools, services, fulfillment solutions, and resources dedicated to helping sellers succeed. Sellers are responsible for more than half of Amazon’s physical product sales; sellers in our store employed and provided jobs for more than 1.5 million people in the United States