CPG Brands on Shopify Using Buy with Prime

Consumer Packaged Goods (CPG) brands are increasingly leveraging Shopify’s integration with Amazon’s Buy with Prime to enhance their direct-to-consumer (DTC) strategies. This integration allows brands to offer the Amazon Prime checkout experience and fulfillment directly on their Shopify storefronts, providing customers with fast, free delivery and a familiar, trusted purchasing process.

What is Buy with Prime?

Buy with Prime enables Shopify merchants to:

• Add an Amazon Prime checkout button to product pages.
• Offer Prime delivery speeds (one- and two-day shipping) using Amazon’s fulfillment network.
• Provide free returns and display the Amazon Prime badge, boosting shopper confidence.
• Allow customers to use their Amazon Pay wallets for seamless checkout.
• Sync customer data and order information with Klaviyo using the Klaviyo for Buy with Prime app

How It Works for CPG Brands

• Integration: Brands install the Amazon MCF and Buy with Prime app from the Shopify App Store. This app connects their Shopify store with Amazon’s Multi-Channel Fulfillment (MCF) and Buy with Prime services.
• Eligibility: Brands must use Amazon’s fulfillment services for the products they wish to offer with Buy with Prime. The feature currently supports single-product checkout, not multi-product carts, and is best suited for brands with strong margins on individual products.
• Customer Experience: Shoppers see the Prime badge on eligible products, can check out using Amazon Pay, and benefit from fast, reliable shipping. Amazon reviews can also be displayed alongside products, further increasing trust and conversion rates.

Benefits for CPG Brands

• Higher Conversion Rates: Amazon reports that Buy with Prime can increase conversion rates by up to 25%, especially for new customers unfamiliar with your brand.
• Broader Reach: Tap into Amazon’s audience of over 200 million Prime members, expanding your customer base.
• Streamlined Fulfillment: Offload logistics to Amazon, ensuring timely deliveries and freeing up resources to focus on brand building and marketing.
• Brand Autonomy: Maintain control over your brand and customer data, unlike selling directly on Amazon’s marketplace.
• Enhanced Trust: The AmazonUndefined PDP - Buy With Prime
•  Prime badge and reviews increase shopper confidence, leading to more sales and fewer returns.

Considerations and Limitations

• Fulfillment Dependency: You must use Amazon’s fulfillment network for Buy with Prime products, which may not suit all brands’ logistics strategies.
• Single-Product Checkout: Currently, Buy with Prime supports only single-product purchases per transaction, which may not align with all CPG sales models.
• US Availability: The integration is currently available to Shopify Plus merchants in the United States.

Implementation Steps

1. Install the App: Find and add the Amazon MCF and Buy with Prime app from the Shopify App Store.
2. Activate Amazon Pay: Enable Amazon Pay in Shopify Payments.
3. Set Up Buy with Prime: Complete the setup and map eligible products.
4. Enable Split Shipping: Allow customers to check out with both Buy with Prime and self-fulfilled items.
5. Manage Orders: Use Shopify admin to manage Buy with Prime orders, returns, and inventory.

Real-World Use

Many CPG brands use Shopify as their digital hub, integrating tools like Buy with Prime to create a DTC-like experience even if they primarily sell through retail or other channels. This future-proofs their site and enables seamless transitions to DTC sales when ready. Even for brands not selling online, features like Buy with Prime add value by facilitating sales through trusted channels and enhancing the customer experience.

In summary:

A CPG brand on Shopify can use Buy with Prime to offer Amazon’s checkout experience, fast shipping, and trusted fulfillment, resulting in higher conversion rates, broader reach, and a competitive edge in the DTC space