Amazon is attempting to build yet another flywheel to get direct-to-consumer (DTC) brands to offload storage, delivery, and returns to Amazon with a new service, Buy with Prime. The service will allow shoppers with a Prime membership to shop on e-commerce websites other than Amazon and check out using their Amazon account. Amazon will also handle fulfillment, but the idea is that shoppers will trust the Prime badge more. Amazon has had services that allow Amazon shoppers to shop more easily on other retailers’ websites for nearly fifteen years.
Buy with Prime: A new flywheel strategy
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