Buy With Prime E-Commerce

How Should Brands Think About Amazon Costs?

Multi-Channel Fulfillment (MCF) costs are increasing – is Fulfillment by Amazon (FBA) next?

What will happen with 1P brands and vendors currently under negotiations with Amazon?

It’s almost the end of April 2023 and time for some reflection and honesty. Let’s face it, 2023 has been challenging so far.  We’ve seen layoffs at most of the large incumbents (Amazon, Microsoft, Meta, Google, and others), inflation, while virtually all businesses are looking for cost savings at every customer touch point. 

So what does this all mean for Amazon 3P sellers and 1P vendors? In the simplest terms, it means higher expenses and difficult negotiations. MCF has already seen a price increase and it’s likely it will be even more expensive as we approach Q4. 

Amazon will no doubt use Prime Day to demand more deals from brands of all shapes and sizes and will likely also use the always-crazy fourth quarter as another inflection point to increase costs associated with shipping, warehouse space, etc. 

Brands and vendors are almost certainly facing a year in which Amazon only gets more (and more) expensive. 

What can you do to manage these costs?

Frequent readers of this blog know how much emphasis we place on brands possessing a thorough understanding of their unit economics.  Use that data (again, at an ASIN level) to negotiate as hard as possible with Amazon to ensure you have some protective measures related to margins and profits. 

Don’t despair! 

Throwing your hands in the air if you just don’t care is simply enough.  We get it. 

Brands are in a tough position, is Amazon nothing more than a necessary evil?  Hmmm, where else (besides Amazon) can you sell as many units, reach as massive of a purchasing audience, and generate as much revenue as you do today, selling via Amazon?

The answer is nowhere. Currently, no other platform as powerful as Amazon exists.

But fear not, we suggest using 2023 as the year in which you remove those non-performing ASINs from your Amazon account and begin to sell via other channels such as your Direct-to-consumer (DTC) website. If you’re smart, and we have faith in you, you should also leverage Buy with Prime (BwP) to reach as many of those 157 million plus Prime members. 

Be strategic about the new products you add to the mix on Amazon.  Does this product generate enough margin and profit for your business? If the answer is no – do not list it. 

For lower-priced products (less than $50 per unit) bundle them together to grow your average order value (AOV).  And in case you missed the memo, selling any item for less than $10/unit on Amazon is akin to throwing money away.  Your order volumes would need to be MASSIVE to generate a profit. 

In addition, our internal research has shown that in many cases sellers are competing against lower pricing from sellers from completely other markets, like those where sellers can survive with either smaller labor needs and/or pay for more staffing at lower costs. 

Getting into an Amazon price war with these brands will not end well. 

Do you have a “leaky” Amazon sales channel?  Are you competing with a roster of unauthorized resellers selling your product on, or to Amazon?  If so, talk to us about creating and implementing an authorized reseller program.  Do it now!

Have a plan! Ensure that you have an ironclad minimum advertised price (MAP) policy for your distributors and resellers. Also, ensure that your manufacturing partners are contractually prevented from reselling your products to, or on, Amazon. Competing against your own partners is a recipe for migraines and diminishing returns!

Bottomline: Brands/sellers should control as much of their brand and product Amazon ecosystem as possible!  Accentuate the positive and do everything in your power to ensure that Amazon’s impending cost increases (winter is coming!) do not effectively kill your best-selling products or business. 

We’d very much like to hear about your marketplace pain points and serve as your guide on this journey. Let’s get started – reach out to us today.  

Buy With Prime E-Commerce

How Amazon Buy With Prime Helps Shopify Brands Grow Their Business

Brands on Shopify understand the importance of bolstering their revenue by selling through Amazon. One good way to do that is to take advantage of Buy with Prime, a valuable payment solution designed to support Shopify store owners seeking growth opportunities.

Shopify merchants who use Buy with Prime can access a wider audience, streamline transactions, and improve overall customer satisfaction. In this guide, we’ll discuss how Shopify brands can leverage Amazon’s Buy with Prime program, and the tools it offers that can help brands grow their online business.

Amazon Buy With Prime vs Shopify: 5 Things You Should Know

If you’re a Shopify brand that is thinking of leveraging Buy with Prime to boost profits, there are a few things you should know first.

1. Early Adopters Have the Advantage

Brands that have built e-commerce businesses via Fulfillment by Amazon (FBA) have an early adopter advantage over brands with no marketplace DNA.

These businesses know how to leverage data and insights to create “hero” products that generate a large percentage of overall revenues from Amazon. These brands have a prominent structure and business philosophy advantage over Shopify-only brands with little or no marketplace understanding.

For marketplace-native brands to thoroughly leverage the inherent power of Buy with Prime (BwP) they must be willing to partner with an agency to enable Amazon Advertising. This partner agency advertising access requirement combined with the fact that these brands are already familiar with the arsenal of Amazon tools – such as Seller Central, Brand Registry, and programs like Vine – is one more reason to consider integration with Buy with Prime immediately. You’re already there, or at least very close!

2. It’s Easier for Brands With an Existing Shopify Website

Current Amazon marketplace-only brands and sellers should immediately (starting today!) actively maintain or launch a consumer-facing website run via Shopify software to diversify, expand and mitigate risk from their Amazon account(s). If you’ve been in the Amazon game for a while, you know all about the dreaded impacts of arbitrary Amazon ASIN and/or account suspensions.

These can happen overnight and without warning. Amazon-native sellers and brands can now use Buy with Prime to leverage their DTC sites and advertise directly to Amazon Prime members (now more than 200 million worldwide) without using “traditional” digital marketing solutions controlled by Meta and Google.

At launch, it’s safe to say your DTC site will likely deliver smaller or more modest revenue returns when compared to current marketplace businesses. But we think it’s prudent to spread resources across other platforms. This is not just a safety plan or a hedge, a DTC presence also provides brands with a long-term opportunity to grow, and at scale.

3. Shopify Brands Have a Shipping Advantage With Amazon Buy With Prime

We hear this question all the time: “What 3PL do you suggest?” It’s evident that smaller brands (from a logistics perspective) have always struggled to compete with Amazon. Thanks to Buy with Prime, you can offer customers the same two-day shipping and easy returns.

Instead of a perpetual third-party logistics quest, you can centralize and solve this headache with a single solution. This solves multiple challenges, and Buy with Prime also enables brands to hand off one of the hardest parts of e-commerce – logistics – to Amazon. And let’s be clear, Amazon has unparalleled, world-class logistics, returns, and payment systems.


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4. Use a Tactical Approach for Amazon Buy With Prime for Shopify

Understanding how products perform by season and by quarter is another indicator that a brand should consider the Buy with Prime program. A tactical BwP approach enables product sales segmentation and a path for how products can be utilized to grow away from the Amazon marketplace.

In addition, an acute understanding of the potential for cannibalization with products sold via Buy with Prime should be an essential consideration for brands. In other words, keep your top sellers in Seller Central, and build out your product catalog and brand portfolio with Buy with Prime.

5. Brands on Shopify Should Use Amazon Buy With Prime to Become More Independent

As noted earlier, one of the primary nightmares that haunt Shopify brands is the real fear that on any given day, Amazon might suspend a listing (also known as a suppressed ASIN) or even an entire account with little or no recourse.

We encourage marketplace-native brands – like those on Shopify – to understand that embracing Buy with Prime is not only a tactic to ingratiate their brand with Amazon but also a massive opportunity to grow businesses away from Amazon’s site using Amazon advertising.

It’s a bit counterintuitive, but again the holy grail here is Amazon’s huge audience of Prime members and access to Amazon’s bona fide full-funnel advertising solution.

Looking to Implement Amazon Buy with Prime for Your Shopify Brand? Get Expert Help

Enrolling and then integrating Amazon Pay and Buy with Prime code (primarily javascript) to your brand’s Shopify website may seem like a chore – but understand that you can leverage a full-service e-commerce agency to manage this integration support and coding. As a result, in less than two weeks on average, we’ll help you to gain access to the online world’s most highly valuable customers (Prime members).

Buy with Prime is not a magic silver bullet intended to “fix” a poorly run marketplace-native brand. First, build your brand’s foundation, and when you’ve reached a threshold of $500,000 to $1 million in annual revenue (these amounts are loose guidelines that can and will vary by category of course) you’re likely in a great position to unleash the power of Buy with Prime to accelerate growth.

We’d very much like to hear about your marketplace pain points and serve as your guide on this journey. We can tell you about Shopify case studies involving Buy with Prime to help guide you on the right path. So let’s get started – reach out to us today.

Buy With Prime E-Commerce

Who Owns Customer Buy With Prime Data — Amazon or Sellers?

Many Amazon sellers are curious about data ownership, especially with the introduction of the Buy with Prime program.

So here’s the question: does Amazon own the data that is generated by customers from the Buy with Prime orders? The answer is no.

That’s good for Amazon sellers who want access to this data for critical insights into their business. Also, if you’re wondering how Amazon protects customer data, the retailer utilizes their highest security standards to protect the Buy with Prime data that is generated on a brand/seller’s Direct to Consumer websites.

What Data Does Amazon Collect for Sellers?

So what data does Amazon collect that sellers can take advantage of? Here are four examples to give you an idea.

Order Information

Amazon uses the Buy with Prime order information to process payments, facilitate communication with customers about orders, fulfill customer orders, and provide returns and refunds when necessary. This information will also include product name, quantity ordered, and returns-related information.

Account Information

Amazon also stores the Seller Central account information provided by seller brands when setting up Buy with Prime accounts, this includes contact details for your account users, product descriptions, pricing information, product content, and inventory.

Inventory Information

Amazon uses Buy with Prime inventory and order information to plan for and improve fulfillment services for users of the Amazon Fulfillment Network, including Buy with Prime merchants, FBA sellers, and Amazon.

Shopper Information

Amazon provides participating partners of the Buy with Prime program the shopper information including name, email address, phone number, and shipping address. (Note: After the order and onward, brands and sellers can begin to create direct relationships with Prime customers via email marketing.)

Leverage Buy With Prime Data to Boost Long-Term Profits

As you can see, the Amazon customer data generated through Buy with Prime provides critical data for ecommerce sites looking to grow their businesses. By using Amazon’s “Sponsored Brands” advertising for Buy with Prime, brands and sellers have the opportunity to drive customers to discover other products and custom content on their own websites.


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Buy with Prime enables brands/sellers to develop long-term relationships with Prime customers who can then be marketed to in a personalized manner using the data collected. This provides sellers with an exciting new opportunity to develop revenues and sales.

Want to learn more about how to grow your business using Buy with Prime and leveraging Amazon’s advertising platform? Check out our guide, “How Marketplace-Native Brands Can (and Should) Leverage Buy With Prime.”



Buy With Prime E-Commerce

Top 5 Ecommerce Web Design Tips to Drive Conversion & Brand Confidence

Designing an ecommerce website has never been easier. In fact, thanks to the rise of software-as-a-service (SaaS) ecommerce providers – like Shopify, WooCommerce, BigCommerce, and others – the once-laborious process to create an online store now involves just a few clicks of a mouse.

However, it’s after your new site launches that the real challenge of attracting customers and getting your storefront noticed truly begins. According to the US Small Business Administration, more than 627,000 new businesses are started each year, which means that each month, more than 52,000 new potential competitors are out there, ready and willing to take attention away from your new store.

That’s why new and existing customers must trust your brand and have the confidence to make purchases on your site. As an ecommerce business owner, you have a full arsenal of digital marketing tools designed to help you. Here are a few ecommerce homepage best practices you can use to get started.

How to Get Your Ecommerce Site Noticed: 5 Ecommerce Website Design Best Practices

If you’re looking to maximize the effectiveness of your branding and boost conversions on your website, keep in mind five online store best practices for e-commerce website design throughout the site-building process.

1. Showcase Reviews on Your Ecommerce Storefront

An ecommerce site’s lifeblood is its customer reviews, so be sure to collect, curate, and share, share, share those ratings on your website in a prominent place – like your storefront ecommerce home page.

Providing examples of positive reviews and favorable product ratings from previous consumers helps potential customers not only decide between product options but also feel confident about purchasing. This social proof can help to convert a browsing customer into a purchasing customer.   

2. Create High-Quality Content

Build and strengthen customer trust by creating high-quality product page content. Ensure that every page on your website contributes to the cause. This means each page communicates clearly and precisely with fresh images, anticipates questions, and accurately and adequately describes the products for sale.

3. Provide Multiple Payment Options

Provide multiple payment options to ensure a smooth and easy checkout. Once a customer has found that perfect product, are they able to buy from you with their preferred payment method? While some customers will use a debit or credit card, others may prefer a payment service that keeps funds in escrow until the ordered item is received. Options are important!

4. Prioritize Customer Services and Quick Fulfillment

Great customer service and quick fulfillment are must-haves. Ensure that your online business includes a customer service team that can answer questions and queries quickly and clearly. Customers love good service and, in many cases, they’re even willing to pay higher prices to get that top level of service.

Quick shipping matters, too. In fact, more than 70% of shoppers expect to receive their items within two days of purchase. The days of “allow 4-6 weeks for delivery” are long gone – your customers expect near-instant gratification, so it’s critical you can match those expectations.

5. Simplify the Purchasing Process on All Digital Storefronts

Count the number of clicks it takes to complete a purchase. When designing your digital storefront, keep in mind that it should be easy for consumers to complete a purchase with just two clicks of the mouse (or less) to get to checkout. Any additional clicks will negatively impact conversion rates and you risk customers leaving your site or clicking away before making a purchase.

How Amazon’s Buy With Prime Program Can Help With Ecommerce Site Best Practices

The above web design tips for ecommerce storefronts will help, but there’s another tool you should take advantage of: Amazon’s Buy with Prime service. If it’s crystal clear to customers that your online store leverages the Buy with Prime service on your homepage, you’ll provide new consumers with additional trust factors that can lead to conversions.


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Not only does Buy with Prime provide an additional check-out option (as noted in our list above), but store owners can also leverage Prime’s compelling 1-2-day shipping promise and Amazon customer service!

Buy with Prime also provides merchants access to Amazon Pay, another well-known and highly trusted payment option that your customers can rely on when completing a purchase.

According to Amazon’s data, more than 50% of non-Prime transactions fail because consumers are unwilling to pay high shipping costs. Prime members (now more than 200 million worldwide!) also expect 1-2 day delivery service, so just by offering Buy with Prime on your site, you can differentiate your brand. And best of all, brands that already leverage Fulfillment by Amazon (FBA) can quickly add the power of Buy with Prime to their Amazon businesses.

While competition is heating up and more businesses are launched every month, savvy business owners who focus on continuous improvement in a dynamic marketplace like Amazon now have a powerful opportunity to truly unleash the power of Amazon’s tools to grow their businesses off of Amazon.

Want to learn more about how to use Buy with Prime and leverage Amazon’s advertising platform to grow your business? Check out our guide, “How Marketplace-Native Brands Can (and Should) Leverage Buy With Prime.”

Buy With Prime E-Commerce

You’ve Launched Buy with Prime, Now What?

Since the invite-only launch of Buy with Prime (BwP) in September of 2022, participating merchants are most likely uncertain about what they can (and should) do next to generate momentum for their enrolled products. Here’s our quick overview covering how Buy with Prime partner brands should leverage Amazon’s advertising tools to drive traffic to product detail pages.

Please take a few minutes to better understand the various Amazon advertising program types that partner brands can use to accelerate sales growth. It’s also worth noting that brands enrolled in the Buy with Prime program do not personally create or manage this advertising, instead, Amazon Display Advertising agency partners (like our team here at Equity Commerce) are responsible for building, manage, and reporting on these campaigns.

Amazon Advertising Tools Available for Buy with Prime Brands

Currently, there are three Amazon advertising options to consider:

Amazon Sponsored Brands

Designed for brands enrolled Amazon Brand Registry, this option is meant for partners that want agency-managed access to Amazon advertising inventory. Sponsored Brand advertising is now available to sellers and brands who are part of the Buy with Prime program and who do not sell via the Amazon marketplace. This program is currently in “closed beta” for non-variant products (products with parent-child relationships). Products with parent-child relationships (sizes, colors, etc.) are excluded from this option but may be added in the future.

Amazon Demand Side Platform (DSP)

An agency-managed Demand Side Platform that enables brands and sellers to programmatically purchase advertising to reach new and existing audiences both on and off of Amazon. 

Amazon Display Ads

Agency support is also required for Amazon Display Ads which is only open to brands and sellers that are leveraging Buy with Prime.

Social Ads for Buy With Prime

Promote your products on Facebook and Instagram. Social Ads for Buy with Prime help you reach engaged shoppers with dynamic social ads that automatically feature the Buy with Prime badge.

In conclusion, both new-to-Amazon and Amazon-native brands have an early adopter advantage to use Buy with Prime and various Amazon advertising programs to build sustainable e-commerce businesses away from Amazon.

Helpful Link – Buy with Prime Knowledge Center

Are you ready to multiply your brand equity?  Contact us today!

Buy With Prime E-Commerce Uncategorized

The Perfect Storm for Amazon Sellers – Part Two

Welcome to Part 2.  In the previous installment, we attempted to define elements of the current economic “storm” that we’re facing.  In this follow-up section, we’ll put this into better context with an Amazon filter.

The Inventory Challenge

As noted in Part 1, due to a variety of factors, there is a current oversupply of goods in warehouses and stores across the US. This surplus of inventory made it especially challenging in Q4 for sellers to get new products in place on both virtual and physical shelves ahead of the critical holiday consumer spending period including Black Friday, Cyber Monday, and days heading into Christmas and beyond. This oversupply has forced brands to reevaluate and reconsider how to utilize on-hand inventory both now, and in the future. 

Oversupply has created challenges for sellers on Amazon including inventory that has simply not moved.  Storms can reveal readiness or a lack of that same preparedness.  And of course, not all brands and or sellers can be nimble. As noted in Part 1 an awareness of unit economics and the impacts of regular testing of pricing elasticity is a tried and true tactic to influence inventory levels. 

Experienced executives understand the situation and should deploy these strategies to generate sales when additional purchase levers are less apparent. This requires nimble teams on the brand side that understand the need and often the urgency, for aggressive product pricing to move products out of facilities.

Sometimes it might be as simple as recognizing the scope/scale of available products in a warehouse compared to “normal” pricing and in turn how those variables impact the sales cycle.  In other words, moving prices upwards when inventory levels are low and being prepared to adjust pricing downward and back to “normal” when more inventory is available. It may seem counterintuitive but pricing and availability are both levers brands can and should use to accelerate or slow down sales.  

How did we get here?

Is this a case of an inability to plan and forecast pre-pandemic? Will this be a lasting impact on post-pandemic inventory that has not and will not move? It’s not a hedge and we shall see. Brands and sellers were forced to scramble to obtain inventory during the pandemic and in some cases, were dependent on third-party manufacturing that went months behind on purchase orders. This has left brands and entrepreneurs who sell on Amazon with a host of challenges that are essentially unprecedented. This uncertainty has wreaked havoc on every link of the supply chain and inventory process. In many ways, this verdict of ambiguity can result in weekly or even daily storm cycles that brands and businesses did not (or could not) anticipate. 

Understanding how to read the business horizon and navigate these kinds of challenges can either make or break a brand or seller. If you have read this far – it is likely that you too are in stormy waters and may need a life jacket or a life raft.

The FBA problem

A third storm element (and one with even bigger waves) creating challenges for sellers is the status of warehouse space at Amazon fulfillment centers for brands leveraging Fulfillment by Amazon (FBA). Running lean is the answer. In fact, if products are sold via FBA – the goal should be to turn that inventory before 60-90 days. The longer items remain in FBA warehouses, the larger the costs of storage in addition to sunk costs of business capital that cannot be accessed until the items are sold. 

If history is an indicator of future behavior, Amazon will continue to simply increase the costs of FBA. If calmer waters are not reached, these products will remain stuck, stranded, and languishing in FBA. And as you know, only Amazon benefits from that scenario

In Conclusion and Land Ahoy! 

How do brands navigate these challenges?

  1. Have a keen understanding of unit economics.
  2. Understand the options of price elasticity and be prepared to use pricing in combination with available inventory to generate revenues and avoid stock-outs.
  3. Optimize, strategize, and plan for fulfillment.  What items are truly the best fit for FBA? If sales volumes are insufficient – use other strategies such as Fulfilled by Merchant (FBM) and better yet, seller-fulfilled Prime. 

If you are a CFO, brand owner, or an Amazon seller – it is clear that you are experiencing a perfect storm that needs careful attention and thought as it could have long-standing impacts on your business. It’s not all doom and gloom.  And just like in nature, storms pass.  Brands that understand the elements listed above will be much safer and closer to calm waters than their competitors. If you feel the need for an experienced sailor – the team at Equity Commerce is looking forward to hearing from you.


Buy With Prime E-Commerce

How (and Why) Buy with Prime is the Future

A big question in the investor community and on Wall Street relates to Amazon’s future.  Has Amazon’s marketplace business plateaued?  This central question is the frame of reference (and arguably, the catalyst) for the introduction of the Buy with Prime program in the fall of 2022. 

With the continued emphasis on Buy with Prime, it’s becoming apparent that Amazon wants to share (if not infuse) some of its eCommerce DNA with smaller and medium-sized brands.  By opening access and creating products out of what were formerly discrete business units (advertising) and services (fulfillment, payments)  – such as we’re seeing with Buy with Prime – we believe there is a HUGE opportunity. By using the best parts of Amazon not called “the marketplace” these emerging online businesses have the power to automate full-funnel advertising tactics and world-class logistics – and focus on building a brand through product development and customer service.  

In this post, we take a fifteen thousand-foot view of Buy with Prime’s potential future, how Amazon is using the program as a trojan horse, and what else we see in our ecommerce crystal ball.

The Evolution from Closed to Open

Amazon started out as an online bookstore that sold its products to consumers.  Books by their nature were data-friendly in terms of building an online catalog and Bezos and team were able to quickly create Earth’s Biggest Bookstore

In 2000, after some experimentation with online auctions and zShops, the Amazon marketplace launched with the goal of creating an endless aisle with a nearly infinite product selection. Amazon’s management team was clearly focused on “getting big fast” while understanding that access to more and more products and categories would play a vital role in both customer acquisition and customer retention. The combination of selling to consumers directly (1P or first-party via Vendor Central) and via the marketplace (3P or third-party via Seller Central) offered Amazon a clear path and even some friendly competition between its retail team and the seller community it was nurturing to grow listings and dramatically expand selection. 

Trojan Horse, Shopify Hack, or My Little Pony?

No secrets here, but Amazon has invested heavily.  First in its logistics and warehouse network (aka “the moat”) and more recently in its advertising capabilities. The company is famous for solving internal problems first and then offering these same services to outside third parties to generate additional revenues. Think about Amazon Web Services or AWS – and how Amazon created it internally and oh by the way, essentially invented a new type of business based on selling cloud infrastructure.  Amazon is in an enviable and unique position in that it can offer access to other businesses to leverage its logistics network and advertising solutions.  Oh and the cherry on top?  This also negatively impacts rivals such as Shopify and Google. 

Q: What is the biggest challenge facing small to medium-sized e-commerce businesses? 

A: Finding and retaining customers. 

In 2021, Shopify opted to partner with Google and Meta to create a way for Shopify merchants to create and target lookalike audiences with ads on their platforms fueled by sales data from their stores. 

In essence with this partnership, Shopify made the decision to stay out launching its own high-margin advertising service. Why? Not only would this help Shopify to generate more revenue (investors really like that, by the way) but it would also give them a full-funnel advertising play.  

What do we mean by full funnel? Currently,  Amazon is the only advertising solution that also owns transactional data (now almost three decades worth) that has been curated from customer product searches to customer purchases. This data in turn enables a compelling advertising engine for sellers and brands to efficiently and intuitively target Amazon’s most valuable customers, Prime members (now more than 200 million worldwide!). 

In contrast, Google’s business model has become almost entirely dependent on search advertising revenues.  We won’t even mention the Department of Justice and its recent civil antitrust suit beyond this sentence.  But clearly, any advertising competition from Amazon adversely impacts Google’s revenue long term. 

It’s our position that Amazon’s Buy with Prime program will effectively siphon off advertising revenues from Google. It is also with noting that for Amazon advertising to succeed and truly become a Google “killer” Amazon will require significant scale from off-of-Amazon for the service to deliver consistent profits.  And this is where we believe that Buy with Prime also hits the target and like with all other elements of Amazon, the goal is always to get the proverbial flywheel accelerating as quickly as possible.

New Business Model or What?

We see an opportunity for a new and leaner business model to emerge. Direct-to-consumer (DTC) brands can begin to dip their toes into Amazon’s waters by leveraging Buy with Prime instead of looking for third-party logistics (3PL) partners and instead of using that increasingly tired and traditional digital media (sorry Google). 

The new business model is neither completely direct-to-customer nor is it marketplace-native but rather, the new approach relies upon leveraging parts of a very strong third-party (Amazon logistics and Amazon advertising) to grow and nurture a brand to success and profit. 

The efficacy of this new business model is of course predicated on one thing.  Money!  

Amazon must offer better pricing than 3PLs. Amazon must have better rates than incumbent freight carriers.  And finally, they must make their advertising and marketing more efficient and affordable than other media solutions.  If they can achieve this triple play in costs, efficiency, and effectiveness, watch out.

While incumbent and emerging DTC brands will continue to use software-as-a-solution (SaaS) platforms like Shopify, BigCommerce, etc. to build websites to sell their products to consumers, it’s the emergence of logistics-as-a-solution (LaaS) that has been unleashed via Buy with Prime that serves as the ultimate wake up call to 3PLs, freight carriers, and digital media incumbents. 

So what does this all mean? While Buy with Prime is still new and in development, the jury is out! Buy with Prime if it is not nurtured, supported, and maintained by Amazon could lead to nothing.  However, we believe the stakes are too massive for Amazon to “launch and leave” this program.  Amazon’s been building and getting big fast for almost 30 years now, we feel confident that Buy with Prime is the future of Amazon and ecommerce in general. If you agree, disagree, or would like to debate any of this, please reach out to Equity Commerce today.  We look forward to hearing from you. 

Buy With Prime E-Commerce

How Marketplace-Native Brands Can (and Should) Leverage Buy with Prime

How Did We Get Here?

In the past decade, we have seen a new type of brand emerge from the e-commerce landscape.  We’re talking about the growth of direct-to-consumer (DTC) brands (like Casper, Dollar Shave Club, Warby Parker, Glossier, etc.).  Credit these brands for finding and filling product gaps thanks to a customer-direct approach while skipping the headaches and bureaucracy associated with brick-and-mortar retail distribution and selling via marketplaces.

DTC brands still face numerous challenges though. In many cases, after factoring in the rising customer acquisition costs (CAC) – bottom-line results can prove to be underwhelming. And as a percentage of total sales and revenue for a given product category, the DTC channel is still a drop in a much larger retail bucket.

DTC brands grew quickly during the late 2010s when venture capital was plentiful and customer eyeballs were readily accessible via social media – especially Facebook advertising. Fast forward to the 2021 iOS privacy update which severely impacted social media advertising – and now a looming recession – and it’s obvious these brands no longer enjoy the smooth sailing they once did.

In this article, we will discuss the basic differences between direct-to-consumer and Amazon marketplace-native brands. We’ll also begin to cover the rationale and logic behind why these brands should seek to build business away from the Amazon marketplace.  And we’ll close with that opportunity we’ve already deemed THE biggest opportunity of this year.  

The Current Chaos

Let’s begin by addressing the current chaos facing DTC brands. In the most simple terms, the entire sector faces crazy, ridiculous, and downright astounding customer acquisition costs. Much of these costs can be attributed to poor digital marketing efficiency.  Translation: Not enough new customers!  Marketing and advertising a DTC brand to a large audience is difficult. And it’s also tough to encourage those consumers to convert to purchasers.  To make matters worse, in 2022 many DTC brands saw those new customers they’d previously converted, churn out of play.

Direct-to-consumer brands leverage Shopify and other software as a service (SaaS) platforms like BigCommerce and WooCommerce, to build their brand websites via scalable and quality web development access at an affordable price. 

In many, these D2C brands have also resisted selling via marketplaces like Amazon due to the perception that marketplace participation would somehow negatively impact brand equity.  Let’s hope this does not prove to be a fatal mistake. Based on December 2022, Retail Touchpoints special report, it’s clear that consumers rely upon marketplaces just like Amazon, to discover new brands.  This means that if a DTC brand is not part of a marketplace, those products are less likely to be discovered. 

In contrast to DTC brands, marketplace-native brands are in their most basic form – brands that were created and designed to effectively (or functionally) only be available to marketplace consumers buying items on Amazon. These brands are built on SEO, keywords, and “white space” opportunities to rank high in Amazon search results. But beware, these particular Amazon waters can be especially treacherous. In fact, a major concern of marketplace-native brands is the very real fear that Amazon might launch an Amazon private-label version of their very same product (hello Amazon Essentials). 

It’s our position that these marketplace-native brands, similar to DTC brands, may be suffering from a myopic business vision when or if, they fail to recognize the opportunity to strategically leverage Buy with Prime to build their brand’s businesses away from Amazon by strategically using the best parts of Amazon to augment their own ecommerce business. 

We’re confident that in 2023 marketplace-native brands will begin to embrace and leverage Buy with Prime to find new audiences.  Of course, the other benefit is that thanks to the data brands own they’ll also be marketing to these new-to-brand consumers via email after they’ve made a purchase via Buy with Prime. 

No surprise, but as marketplace-natives, these brands are familiar and comfortable with both the good and bad of Amazon.  When these brands rely on that experience combined with Amazon’s legacy of innovations and their own scrappy presence, they’ll be positioned to grow their market share. 

It’s our view, on the other hand, that DTC brands built on Shopify and other SaaS platforms will play it safe while opting to wait and see how things shake out with Buy with Prime. It is worth noting that as of early 2023, only BigCommerce has created a native solution to help merchants easily adopt and try Buy with Prime. At the end of January 2023, Amazon will open the Buy with Prime program to US sellers.

Turning Chaos Into Opportunity 

One of the more interesting developing stories in 2023 is how marketplace-native brands will leverage Amazon’s advertising platform to grow business – and get this – to grow businesses away from the Amazon marketplace. It is as simple as creating a compelling e-commerce website via Shopify, BigCommerce, or Woocommerce. And then, this is important, focusing on sending traffic to the site via Amazon advertising.

What makes Amazon’s advertising so interesting in 2023 – is the opportunity to use it to drive customers off of Amazon. Google, Facebook, and “traditional” advertising solutions do not offer a complete funnel experience – from search to purchase. The opportunity to design and create advertising audiences to target Prime customers (now more than 200 million worldwide!) and to send that traffic to a brand’s DTC website should be considered a HUGE assist for marketplace-native brands seeking to build and strengthen real direct-to-consumer businesses – and again, without the hassles and expense of customer acquisition and logistics – thanks to Buy with Prime.

In summary, marketplace-native brands have a massive opportunity in 2023!  They should utilize Amazon’s own advertising and logistics tools. And use them to grow businesses that are out of the reach of Amazon’s marketplace management team. Expect a deluge of direct-to-consumer brands to jump towards Buy with Prime once Amazon Advertising becomes more adopted and ubiquitous.

We understand that parsing data, considering marketing options, and at the same time, building a brand is a huge effort. If you’re seeking answers and assistance to challenging questions like these – we would welcome the chance to be your resource.  We know that we’ll have a lot to talk about.  Please reach out to Equity Commerce so we can start today!

Buy With Prime E-Commerce

Buy with Prime – The Biggest Opportunity of 2023?

Costs of Logistics and Customer Acquisition: The Two-Headed Beast!

Let’s assume you’re the owner of a small or medium-sized e-commerce company.  What are your two biggest challenges?  Based on recent conversations with business owners like you, we predict the double-headed costs of logistics and customer acquisition are at the top of your list.  Getting products prepped and ready for shipping and finding the right customers for your brand are likely your consistent and ongoing challenges. 

In an unrivaled bid to address both of these costly problems, Amazon unveiled the Buy With Prime program in the fall of 2022.  The beauty of this new solution is that it answers those two costly and challenging questions by providing the best of Amazon (world-class logistics and ease of reaching customer traffic) without sacrificing control or the requirement to sell directly on Amazon.

In this post, we discuss the invite-only Buy with Prime program and how it was designed with a purpose – to help small businesses to offer better customer experiences.  

Say Hello to Prime and Prime Benefits

The Buy with Prime program enables brands and sellers that utilize Shopify, Woocommerce, BigCommerce, and Adobe Commerce/Magento Direct-to-Consumer (DTC) websites to seamlessly sell their products to Amazon Prime members (now more than 200 million worldwide!).

By using familiar Amazon Prime logos and icons on DTC product detail pages and websites, brands, and sellers can quickly communicate a sense of trust to consumers who might be new to the brand and/or first-time visitors to the brand website. Buy with Prime also brings additional value and consumer confidence since it enables DTC brands a quick and recognizable payment and checkout option via Amazon Pay.

Buy with Prime also allows e-commerce businesses to leverage Amazon’s world-class logistics prowess to offer speedy two-day (or even quicker in some markets) shipping and free returns. Sellers and brands can also take full advantage of Amazon multi-channel fulfillment (MCF) to fulfill orders placed off of Amazon via other marketplaces and as noted earlier, via DTC brand websites. 

Buy with Prime also provides brands and sellers the opportunity to unleash the power of Amazon’s advertising platform to grow revenue and to reach and acquire new customers when they embark on a product discovery journey away from Amazon. 

What’s the Catch, this is Amazon After all…?

One of the first questions that Buy with Prime raises for brands and sellers is who owns the valuable data generated from the program.  The answer is simple. Brands own their data.  And the data is secured by the same technology that secures And for those that might have read too fast, it is worth repeating that brands do not have to sell directly on the Amazon marketplace to participate in the Buy with Prime program.

As a slight caveat, we should also note that brands and sellers will be wise to use Buy with Prime strategically to ensure that they do not cannibalize their other marketplace sales. In addition, Buy with Prime does not currently support bundles or product unit-quantity packs. This means brands and sellers should think long-term about the appropriate product mix that will sell best while also matching strategic goals via Buy with Prime. 

In conclusion, we are enthusiastic fans of the Buy with Prime program.  We believe the program offers a compelling and attractive new opportunity for brands and sellers to grow their businesses away from Amazon by selectively using the best and most powerful parts of Amazon.

If you’re seeking answers to challenging questions related to logistics and customer acquisition – we have a lot to talk about.  Please reach out to Equity Commerce so we can start that conversation today!

Buy With Prime E-Commerce

OMG – Please Explain Amazon Acronyms – ASAP

WTF! Does it feel like you’re speaking a completely different language as an Amazon seller? One fact quickly becomes apparent as you embark as a merchant in the Amazon marketplace – there are dozens (check that, hundreds!) of acronyms and specialized jargon that make the learning curve a bit steeper than you may have anticipated.

It’s important to have a basic understanding of these acronyms. Having a cheat sheet or even some notes like this should help you when discussing your business with colleagues, peers, and of course Amazon support. It’s also worth noting that you are likely never to be 100% fluent.  That’s because Amazon is continually innovating and launching new programs every year. The list of acronyms will steadily increase over time.

But fear not! The team at Equity Commerce is here to help. Stick with us as you deliver on your KPIs and those SOPs. This initial list is far from complete – or even exhaustive.  But in our opinion, this batch of decoded acronyms will help you get started. 

The Amazon Acronyms – Part One

AGS* (Amazon Global Selling) – This program enables sellers to list and customers to purchase products in 13 online marketplaces around the globe. Think of AGS as Amazon’s version of cross-border e-commerce. 

* Since it’s Amazon, there’s always a complicating factor, LOL. Amazon Games Studios (video game developer) also uses this acronym. So be sure the context of your AGS query speaks to global markets (and not alien dragons invading our globe).

AMC (Amazon Marketing Cloud) – This is a measurement solution related to Amazon’s advertising programs. It’s designed to enable advertisers to analyze and generate insights in a privacy-safe and cloud-based clean room across pseudonymized signals.

AWD (Amazon Warehouse Distribution) – This is the Amazon logistics solution launched in the fall of 2022. AWD is aimed at helping brands and sellers use Amazon in a manner similar to third-party logistics solutions (3PLs). This program is currently by invitation only and thus far, offers limited information to external audiences.

CRaP (Cannot Realize a Profit) – This acronym describes products, based on Amazon algorithms, that are unable to generate a profit due to shipping costs, excessive inventory, and/or pricing issues. Similar to real-world crap, the CRaP designation in the context of your products should be avoided at all costs. Financial impacts can be catastrophic – and losing money stinks.

FBA (Fulfillment by Amazon) – This is a service that enables sellers to outsource order fulfillment (picking, packing, and shipping) to Amazon. Sellers ship their products to Amazon FCs (aka fulfillment centers) and Amazon handles all of the logistics for sales made on Amazon.

FBM (Fulfillment by Merchant) – Instead of FBA, this is when sellers fulfill orders made on Amazon through their own picking, packing, and shipping processes and/or through the use of a 3PL (aka a Third Party Logistics provider).

MCF (Multi-Channel Fulfillment) – This is an option built on the FBA model where Amazon offers fulfillment solutions to sellers. This service is for product orders made via external or non-Amazon sales channels such as a brand’s own D2C (aka Direct-to-consumer) website and other online marketplaces.

TOS  (Terms of Service) – A key aspect of selling on Amazon relates to policy compliance. In other words, brands must follow the terms of service outlined by Amazon, in order to sell to consumers. Keeping your account in good standing and following SOPs (aka standard operating procedures) is the goal. A seller would be considered in breach of their TOS, by leveraging non-compliant or unethical tactics. This could include buying product reviews in bulk and/or using “black-hat” software to artificially inflate your Amazon search ranking.

FYI – Don’t do it!


Again and TBH, we could go on and on here. But for now, we hope this quick guide helps you to navigate the communication streams of Amazon. As a marketplace seller, these acronym-named programs can help run your business in a more streamlined manner. It’s also vital that sellers and brands have a thorough understanding of their unit economics when considering any of the solutions mentioned above.

And FWIW, before we end this article, here’s one more acronym to consider.

BwP (Buy with Prime) – This is another newer (2022) program where customers can shop from direct-to-consumer retailers and check out with fast, free shipping as an Amazon Prime member. Look for the Buy with Prime badge to instantly purchase a product with the fast, familiar Amazon checkout experience.

And speaking of BwP, Equity Commerce is proud to be a Buy with Prime Agency Partner. If you are interested in learning more about Buy with Prime or if you have questions about an Amazon acronym that’s driving you crazy, please reach out to Equity Commerce – we are here to help.