Amazon, along with its Buy with Prime and Amazon Multi-Channel Fulfillment, has officially announced the launch of several enhancements for its merchant and shopper experiences. According to certain reports, these enhancements, although slightly unique in what they bring to the table, fulfill a common objective of helping businesses increase their sales on their own online stores, as well as other channels beyond Amazon.com. Talk about the given upgrades on a slightly deeper level, they begin from the Amazon DSP for Buy with Prime, which will allow Buy with Prime merchants to launch Amazon Demand-Side Platform (DSP) campaigns that leverage Amazon product-level shopping signals. This they can do to drive traffic to their ecommerce websites. Furthermore, by combining insights from their Amazon.com listings with shopping signals from their own website, merchants can remarket to these shoppers through ads across thousands of third-party apps and websites. To understand the significance of such a solution, we must take into how more than 80% of merchants who used Amazon DSP for Buy with Prime have reported meeting or exceeding their return on ad spend (ROAS) goals.
Next up, Amazon unveiled an integration of delivery estimates in TikTok ads. Hence, from next month, Buy with Prime merchants will be able to display the Prime brand and real-time delivery estimates in their TikTok Ads. You see, after clicking the Shop with Prime button within the merchant’s ad, shoppers will be directed to the merchant’s website. This familiar Prime delivery estimate will help merchants stand out, drive traffic from social channels, and increase conversion.
Beyond advertising, Amazon also took the opportunity to announce certain advancements for users’ payment experience. An example relaying the same would include the presence of expanded payment options with PayPal. In essence, for brands integrating using the Buy with Prime API, PayPal is now available at checkout once shoppers log in to their Amazon account. Not just that, starting next year, Prime members will also have the facility to perform a one-time link of their Amazon account with their PayPal account, thus making sure that Prime free, fast shipping benefits are available whenever they use PayPal while shopping with Buy with Prime.
“Buy with Prime and Amazon Multi-Channel Fulfillment 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 Fulfillment. “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.”
Another payment-driven advancement set to hit the deck is rooted in the option to purchase items in one Checkout via Shopify Stores. Markedly enough, users can do so regardless of whether they are Prime members or not. Such a feature effectively extends the value attached to the Buy with Prime for Shopify app, which launched in the Shopify Store last year to help merchants increase their units per order and average order value.
Moving on, Amazon would further reveal significant upgrades for its Multi-channel fulfillment service that allows merchants to pick, pack, ship, and deliver their orders from channels beyond Amazon.com, including their own website, other ecommerce marketplaces, and social media channels. The upgrades include accelerating of the Amazon MCF Standard Delivery Option by 40%. This means merchants can now facilitate their deliveries in 3 days instead of the usual 5, something for which they are not charged any extra fee. Now, we referred to the integration of delivery estimate into TikTok ads, but what we haven’t yet touched upon is the introduction of MCF badges that will let merchants show dynamic, real-time delivery estimate on their website. These badges, on their part, will move up shoppers visibility into when they’ll receive the product, empowering them to access it early in their shopping journey.
An example of what it can do for the seller, though, it include one sports apparel company, NXTRND, who saw an 8.9% increase in revenue using an Amazon MCF delivery estimate.
