Introduction

Thank you for choosing to add 
Buy with Prime on your website.

Here's a guide to help Buy with Prime merchants create written and visual messaging about Buy with Prime. It includes guidance on how to align to the Buy with Prime brand and requirements for using the Buy with Prime badge. Our goal is to set up merchants for success when marketing their Buy with Prime products to potential and existing customers in assets such as emails, social media posts, pitch documents, website pages, or other marketing materials.

Your brand comes first

We want you to shine, so all marketing materials should highlight the look, feel, and voice of your brand. We encourage you to use the Buy with Prime badge to instill confidence among Amazon Prime members that they can expect the same Prime shopping and delivery experience as on Amazon.com. However, your brand should use its own brand voice and not try to sound like Amazon.

Preserve customer trust

All marketing claims associated with Buy with Prime should be honest, straightforward, and only related to fast, free delivery, a seamless checkout experience, and free returns on eligible orders. Make sure that customers are not misled, intentionally or otherwise; no “bait and switch,” hidden conditions, or allusion to offering other Prime benefits.

Communicate authentically

Only use the Buy with Prime badge in your brand messaging. The Buy with Prime badge is different from other Amazon or Prime brand elements. Do not incorporate Amazon or Prime visual brand elements into customer communication. Use of visual brand elements like the Amazon logo, Prime Checkmark logo, Prime Smile logo (refer to Buy with Prime badge vs. Prime logos for more details), or any Amazon or Prime-related content or imagery is strictly forbidden for manual use. They are governed on your site through the Amazon-approved application for Buy with Prime.

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What this document covers

This document was developed to help Buy with Prime merchants create written and visual messaging to market the fast, free delivery and free returns on eligible orders to Amazon Prime members. It includes guidance on how to align to the Buy with Prime brand and requirements to use the Buy with Prime badge. Our goal is to set merchants up for success when using Buy with Prime branding and preserve customer trust when talking about Buy with Prime, Amazon Prime members, and the Prime delivery benefit in marketing assets, such as email, social, or ecommerce websites.

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What this document does not cover

The Buy with Prime badge is the only brand asset you can integrate into your marketing, and as such, the document does not provide guidance on using visual Amazon or Prime brand elements, encouraging Prime signups, or promoting other Prime benefits. This document does not provide guidance on branding in non-digital media, such as print, TV, OOH.