Amazon Lets Merchants Add Free Prime Delivery to Their Own Websites

Amazon now permits merchants to incorporate free Prime delivery on their own websites, according to a recent press release. This service, provided through Amazon Supply Chain Services (ASCS), enables merchants using Multichannel Fulfillment (MCF) to showcase Prime delivery options on their sites without extra charges. This development allows Amazon to play a more prominent role in transactions occurring outside its marketplace, while simultaneously offering merchants an opportunity to highlight Prime's delivery guarantee to shoppers.

The new feature is accessible to both new and existing MCF merchants in the United States, including the vast majority of those already utilizing the service. Merchants can integrate this option via Amazon's MCF and Buy with Prime app for Shopify, with further integrations planned through Amazon’s Selling Partner API and third-party partners.

Importantly, merchants are not required to alter their payment processing, order management, or store policies. Upon checkout, Prime membership is verified, allowing shoppers to enjoy the delivery benefit without needing to sign in to Amazon. Merchants who have adopted this service have reported a nearly 10% surge in sales. More than 40% of eligible orders from initial adopters have been shipped with Prime delivery.

Amazon's MCF Preferred Pricing Program offers FBA sellers combined discounts and credits, potentially reducing fulfillment fees by 15% to 25% for the first six months. This initiative is part of Amazon's broader strategy to leverage its logistics infrastructure for other businesses. In June, Amazon expanded its less-than-truckload freight service, enabling businesses to transport pallets between their facilities and retail partners.

In May, ASCS opened Amazon’s logistics capabilities to businesses of all sizes. The expansion is timely, as Amazon continues investing in faster delivery, including plans to expand same-day delivery hubs from 85 to over 1,000 by 2031, potentially placing these hubs within 10 miles of 80% of U.S. Prime members. Additionally, Amazon recently announced a $1.9 billion investment in its delivery service partner program for 2027, including higher pay for delivery associates and new safety technology.