Amazon has announced that its “Buy with Prime” service is now available for products from Dearfoams and Baggallini on their direct-to-consumer websites. This initiative integrates Amazon’s fulfillment, Prime checkout, and support directly onto the brands’ own sites. The off-Amazon model aims to reduce friction and boost conversion while allowing merchants to maintain control over customer relationships.
According to Amazon, Dearfoams expanded the program to over 50 products following strong adoption, while Baggallini enabled more than 40 items, indicating traction across footwear and travel accessories. For growth-oriented operators, extending Prime benefits off-platform can help capture demand without the need for duplicative logistics.
Amazon reports measurable impacts on shopper behavior linked to Buy with Prime: 50% of Prime members are more likely to purchase again from direct-to-consumer sites offering Prime benefits, and 95% of shoppers who have used Buy with Prime say they are likely to use it again. Coupled with fast, free delivery and easy returns, these figures suggest lower acquisition costs and improved lifetime value potential for brands. Brands leveraging Prime trust may experience reduced checkout abandonment and post-purchase anxiety.
External benchmarks indicate that Buy with Prime has been shown to increase shopper conversion by an average of 25%, based on Amazon’s analysis of participating merchants. While results vary by catalog and traffic mix, this aligns with free-market efficiencies: trusted identity, reliable fulfillment, and streamlined checkout reduce friction that typically depresses direct-to-consumer conversion. This allows brands to compete more effectively without heavy discounting or costly third-party workarounds.
Founded in 1994 and headquartered in Seattle, Amazon operates across e-commerce, cloud services (Amazon Web Services), advertising, and devices while advancing a mission centered on customer obsession, invention, operational excellence, and long-term thinking. Buy with Prime is part of its multichannel strategy, extending Prime logistics and checkout capabilities to brand websites. The company positions the program as a way for merchants to retain control over customer relationships while utilizing Amazon’s scale to improve speed, reliability, and cost discipline.
