Amazon has introduced PayPal payment services to Buy with Prime, allowing shoppers to use the payment service to check out on participating merchants’ websites, the retailer announced during Amazon’s Accelerate seller conference on Thursday.

Starting next year, Prime members will be able to connect their Amazon account to their PayPal account through a one-time link to access free shipping while shopping with Buy with Prime on participating merchants’ sites.

The move is part of a strategy that will see Amazon’s direct-to-consumer (DTC) offering, together with Buy with Prime and Amazon Multi-Channel Fulfilment (Amazon MCF), incorporating a number of enhancements to boost merchants’ sales on their online stores and improve shoppers’ experience.

Part of the plan will also include the revamp of Amazon’s advertising scheme on Amazon Demand-Side Platform, Google Shopping Ads, and TikTok Ads, to further help merchants drive more traffic to their Buy with Prime-enabled items, scaling their businesses across their own websites, other marketplace providers, and social media platforms.

New advertising solutions will include Amazon Demand-Side Platform (DSP) campaigns for Buy with Prime, allowing merchants to boost traffic to their e-commerce websites by leveraging Amazon product-level shopping signals from their own websites.

Buy with Prime merchants will also be able to display the Prime brand and real-time delivery estimates in their TikTok Ads. After clicking the Shop with Prime button within the merchant’s advertisements, customers will be led to the merchant’s website to buy items.

Launched in 2022, the Buy with Prime service seeks to help brands increase traffic and sales on merchant DTC websites, whilst also leveraging Amazon MCF, a service that aims to provide low-cost, reliable fulfilment for multiple e-commerce sales channels in as fast as two days. The service allows merchants to scale up and down a single, shared pool of inventory based on customer demand across their sales channels.

According to data from Amazon, the service has helped merchants cut out-of-stock rates by an average of 13 per cent and improve inventory turnover by an average of 24 per cent.

“Buy with Prime and Amazon Multi-Channel Fulfilment continue to help sellers attract new shoppers with the convenient, fast, and predictable experience they expect from Amazon,” said Peter Larsen, vice president of Buy with Prime and Amazon Multi-Channel Fulfilment.

“Both services have seen significant growth over the last year, and we’re delighted to add to the momentum and partner with PayPal, Google, TikTok Ads, and Shopify to give brands even more options to grow their businesses.”

Brands currently offering Buy with Prime include IZOD, Elizabeth Arden, Dollar Shave Club, Shokz, Brumate, Buxom Cosmetics, Thunder Works, Toroe, Backbone, Babysense, Tini Lux, Feliway, Iron Flask, and Nectarlife.

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