Your business must adhere to these requirements to access and use Buy with Prime. Ensuring compliance with this standard maintains the integrity of the Prime brand and provides a consistent, secure, and user-friendly and experience for your shoppers.

Membership and eligibility

Shoppers must have a Prime membership to use their Prime shopping benefits

Shoppers must be Prime members to use their Prime shopping benefits for a purchase. However, shoppers without a Prime membership can still take advantage of fast-shipping services provided by Amazon Multi-Channel Fulfillment. Shoppers can use their existing membership, or you can provide the ability to sign up for Prime membership in your checkout workflow. Amazon checks to ensure active Prime membership when the shopper makes a Prime purchase.

Prime benefits must be available to all Prime members without additional gates or requirements

Prime benefits must be available to any shopper with a Prime membership or any shopper that signs up for a Prime membership in the checkout flow. You can't gate Prime benefits behind other requirements, for example requiring the shopper to join another membership program or make an unrelated purchase. Consider providing incentives for Prime members to join other membership programs.

Do not introduce additional fees or costs for Prime members on Prime eligible items

Prime members should pay the same price or better for items sold with Prime, compared to purchasing the item in the standard checkout process. You may not increase the cost of the item for Prime members only or charge shoppers an extra fee to use their Prime benefits.

Branding and visual elements

Maintain Prime branding

Use appropriate Prime logos and colors so shoppers can easily recognize the Prime shopping experience. The colors and aspect ratio of the logo must remain the same. Don’t distort, rotate, add drop shadows, gradients, or other imagery inside or underneath the logo. The Prime Check Logo should never be smaller than 12px tall, or greater than 18px. At least 8px of clear space should surround the left or right of the logo when placed near other content.

Show the Prime Check logo on Prime eligible products

If a shopper receives Prime delivery for an order, the Prime Check Logo must be shown at checkout. Beyond this requirement, we recommend showing the logo throughout the shopper’s journey on eligible products, for example on product listing pages, product detail pages and their cart. Your approved application includes designated placement for the Prime Check logo on your ecommerce site. Use of Prime brand elements outside of the designated placement is prohibited.

Show the Prime Check logo only on items that are eligible for Prime benefits. Don’t show the Prime Check logo on products that do not offer Prime delivery, on products that violate the Buy with Prime Product Policies or the Buy with Prime Acceptable Use Policy.

Display Prime benefits in the purchase flow

Prime benefits must be offered in the purchase flow if any items in the order are eligible for Prime delivery. The checkout page must offer Prime benefits, with optional inclusion for the cart and product page.

Delivery and shipping

Display Prime delivery estimates

Display Prime delivery estimates automatically on product pages, without requiring zip code entry or extra steps. You can use IP-derived zip codes to provide delivery estimates. Once a shopper signs in, an accurate delivery estimate must be shown.

Free delivery

Prime delivery is free to members and must be clearly indicated as such by showing the label “Free” near the delivery option.

Confirm delivery estimates before placing an order

If Prime eligibility or the estimated delivery date of the product changes in checkout due to unexpected delays, notify the shopper before placing their order.

Pre-select Prime delivery after sign-in

Once a Prime member has gone through the effort to sign in and validate their Prime membership, Prime must be the selected delivery option whenever available. Shoppers can change their selection to another delivery option, if desired. It must be visually clear that Prime is the selected option.

Transparent delivery status

Prime members must be able to view the most recent status for their delivery, either with the merchant or on their Amazon account for the following status changes: order confirmed, shipped, out for delivery, delivered, unfulfillable, delayed, lost, delivery attempted, rejected, cancelled, undeliverable, return created and refund issued. We recommend proactively sending notifications of these status changes to shoppers, from the merchant or from Amazon on behalf of the merchant.

Returns and refunds

Easy returns

Prime allows shoppers to initiate automated returns for eligible products, and to drop off returns without a shipping label. To offer Prime delivery, you must either provide a link where shoppers can leverage Prime returns on Amazon, or provide these options directly within your interface. Shoppers can request to return eligible products during the applicable return window of 30 days, except during extended holiday return windows. You must follow the returns policy found at About Our Returns Policies for purchases made through Prime and incorporate it into your existing policies. You can offer an improved return policy for shoppers, for example an increased return window or more drop-off locations, but you can't offer a more restrictive policy.

Refunds

If you have elected not to have Amazon Pay process automated refunds on your behalf for purchases made through Buy with Prime, you must subscribe to notifications from us when a refund is due to a shopper. You must process a shopper refund within two business days of receiving a notification and maintain accurate order information in your business account to reflect all refunds you process.

Indicate return eligibility

When an item is not eligible for return with Prime, inform shoppers both before and after their purchase. For example, show a “not returnable” message near the item in checkout or on the product page. Items that are eligible for returns should be indicated as such before and after a purchase, for example, by listing “Easy returns” or “Free delivery & easy returns” near the Prime offer. Return eligibility is set by Amazon’s Return Policies.

Only show Prime offers on registered domains

You cannot offer Prime shopping benefits on domains that are not registered with our program.