Shoppers today expect more than just great products; they expect fast, free shipping, a frictionless checkout experience, and responsive customer support. For small to mid-size brands, meeting these expectations can be challenging, especially with rising shipping and production costs.
Amazon’s Buy with Prime (BWP), combined with Multi-Channel Fulfillment (MCF), offers a way to meet these demands without building your logistics from the ground up. By leveraging Amazon’s infrastructure, brands can give customers the convenience they want while streamlining operations.
Buy with Prime (BWP)
Buy with Prime lets brands offer Prime shopping benefits directly on their websites, including:
- Fast, free delivery (one to two days)
- Trusted checkout via Amazon Pay, backed by Amazon’s A-to-z Guarantee
- Free returns
- Access to Amazon’s customer service support
Shoppers who are Prime members can check out on your site using their Amazon credentials, making the process fast and familiar, two big drivers of conversion.
Multi-Channel Fulfillment
Multi-Channel Fulfillment (MCF) is Amazon’s third-party logistics (3PL) service. MCF allows brands to store inventory at Amazon fulfillment centers and have Amazon pick, pack, and ship orders for any sales channel, including your site, other marketplaces, or even brick-and-mortar replenishment.
Key advantages of MCF include:
- One inventory pool for all channels
- Reliable, trackable delivery
- Scalable fulfillment without internal staffing or infrastructure
BWP + MCF = Next Level Logistics
To use Buy with Prime, your orders must be fulfilled through MCF. This creates a centralized inventory and logistics pipeline:
- Inventory is stored in Amazon’s fulfillment centers.
- When a shopper uses Buy with Prime on your site, MCF processes the order.
- Amazon handles everything from packing, shipping, tracking, and returns, just like they would for an Amazon.com order.
For brands already selling on Amazon with Fulfillment by Amazon (FBA), this means leveraging your existing stock for both Amazon.com and your own D2C site.
Why Should You Use BWP & MCF?
1. Higher Conversions Through Prime Benefits
The Prime badge is one of the most trusted symbols in e-commerce. Amazon reports that brands adding Buy with Prime to their sites see an average 25% lift in conversion rates. Faster delivery and transparent checkout reduce cart abandonment, particularly for new customers unfamiliar with your brand.
2. Operational Efficiency
With BWP + MCF, you manage one set of inventory across all sales channels. You eliminate the need to split stock or manage separate warehouses for Amazon and your site. This reduces complexity, improves cash flow, and simplifies operations, critical for smaller teams.
3. Built-In Trust and Social Proof
When Buy with Prime is enabled, customers see the familiar Prime logo, checkout flow, and delivery promise they know from Amazon. Brands can also display Amazon reviews on their site for BWP-enabled products, further boosting credibility.
4. Cost Structure That Scales
As of 2025, Buy with Prime’s service fees remain steady, and delivery fees for some products have decreased. While MCF fees have risen modestly (~3.5% on average), they remain competitive, especially when factoring in the cost of building similar in-house capabilities. For many small- to mid-size brands, these savings are substantial.
Is Buy with Prime and MCF a Good Fit for You?
BWP + MCF tends to work best for:
- D2C brands on Shopify, Magento, Salesforce, or custom platforms looking to improve site conversion rates.
- Brands that already sell on Amazon and use FBA, allowing them to leverage existing inventory.
- Businesses with fast-moving SKUs where speed and delivery reliability are competitive advantages.
- Teams that want to scale quickly without heavy investment in warehouse space, staff, or systems.
BWP might not be right if:
- You rely heavily on custom packaging or branded inserts. Amazon fulfillment limits some personalization.
- You sell primarily internationally. BWP is currently U.S.-only (including Alaska, Hawaii, and Puerto Rico).
- You have slow-moving inventory. Amazon’s storage fees may erode margins if stock sits too long.
Buy with Prime Implementation
- Assess product fit and ROI and prioritize fast-moving SKUs.
- Set up or connect a Professional Seller Central account, and enable Amazon Pay.
- Send inventory to Amazon fulfillment centers (or leverage existing FBA stock).
- Integrate BWP:
- Shopify: Use the MCF + BWP app for easy product sync and fulfillment management.
- Other platforms: Add the BWP widget to product pages, and configure checkout/cart as needed.
- Launch and monitor: Track conversion rates, shipping costs, and customer feedback.
Benefits of Buy with Prime + Multi-Channel Fulfillment
For many small- to mid-size brands, the biggest challenge in D2C growth isn’t product, it’s fulfillment and trust. Buy with Prime tackles both by merging Amazon’s logistical power with your brand’s direct customer relationships.
The result is:
- Happier customers who get the delivery speed they expect.
- Higher conversions are driven by checkout trust.
- Simplified operations and reduced fulfillment headaches.
If you’re looking to compete more effectively in 2025 without overextending your team or capital, Buy with Prime, paired with MCF, may be one of the most impactful moves you can make.
