Buy with Prime Review & Pricing (2026)
Buy with Prime
Buy with Prime is a program operated by Amazon that lets merchants offer Prime shopping benefits on their own ecommerce site. Shoppers who are Prime members see a Buy with Prime button, check out through Amazon Pay, and receive delivery, returns, and customer service handled by Amazon Multi-Channel Fulfillment.
It applies to a merchant's own direct-to-consumer website rather than to Amazon marketplace listings, which is what separates it from FBA. Merchants need a Professional Seller Central or Multi-Channel Fulfillment account, an Amazon Pay account, and inventory stored in Amazon fulfillment centers. Amazon marketplace referral fees do not apply to Buy with Prime orders.
Capabilities
Buy with Prime Button
A button placed on merchant product pages lets Prime members check out using their Amazon account.
Amazon Pay Checkout
Checkout runs through Amazon Pay using the shipping and payment details stored in the shopper's Amazon account.
Multi-Channel Fulfillment
Amazon picks, packs, and ships Buy with Prime orders from its own fulfillment centers.
Prime Returns Handling
Amazon processes returns and refunds for eligible items within the applicable return window.
Reviews from Amazon
Merchants can display their existing Amazon product reviews on product pages of their own site.
Merchant Console
A web console manages catalog, orders, returns, customers, and analytics, and exports order and customer data.
Shopify App
An app lets merchants manage catalog, orders, and returns inside Shopify admin without editing code.
Widget Code Integration
Merchants on other ecommerce platforms add widget code to their product page template instead of an app.
Buy with Prime Cart
An integrated cart lets shoppers add multiple eligible items and check out in a single transaction.
Buy with Prime API
Amazon offers an API for merchants building a custom Buy with Prime integration.
Strengths
The transaction stays on the merchant's own domain, and customer details are provided in the merchant console.
Amazon handles fulfillment, delivery tracking, returns, refunds, and shopper support.
Amazon marketplace referral fees do not apply to Buy with Prime orders.
All fees other than inventory storage are charged only after a sale is made.
Sellers already using Multi-Channel Fulfillment can serve several channels from a single inventory pool.
Per-unit fulfillment fees are published by size tier and units per order, so costs can be modelled before enrolling.
Considerations
Buy with Prime applies to a merchant's own website and does not affect listings, ranking, or sales on the Amazon marketplace.
Costs stack across several categories, including a percentage-based Prime service fee, per-unit fulfillment fees, payment processing, and monthly storage.
Storage fees are charged whether or not units sell, and increase during the peak period from October to January.
An aged inventory surcharge applies to units held in an Amazon fulfillment center beyond the published threshold.
Enrollment requires a Professional Seller Central or Multi-Channel Fulfillment account plus an Amazon Pay account, so it cannot be run standalone.
The program is limited to United States merchants shipping to United States addresses.
Amazon updates its published rate card periodically, so current service, fulfillment, and storage rates should be confirmed before modelling costs.
Payment processing fees differ depending on whether the Shopify app or the widget integration is used.
Pricing
Fee-based; per-order service and fulfillment fees
No subscription; fees charged per order
Visit website TypeHybrid
Pricing modelUsage-based
MarketplacesMerchant's own website (Shopify, BigCommerce, WooCommerce, custom)
Best forUS merchants adding Prime checkout to their own site
Alternatives
Amazon AWD
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ShipBob
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ShipMonk
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