Increase Prime discoverability

These recommendations help you create a trusted shopping experience that Prime members expect, including easy product discovery and reliable delivery promises. Following these guidelines can help boost customer confidence and increase sales on your site.

Customer experience and navigation

Make it easy to discover Prime items

For an item with variants that are eligible for Prime, feature the Prime Check logo near the top of product pages. Place the Prime Check logo in the faceout for each eligible SKU. Consider adding the ability to search and filter products that are eligible for Prime to make it easier for shoppers to find Prime products. Include the Prime Check logo on the search filter for products eligible for Prime. Items that are not eligible for Prime can't show a Prime Check logo. In your checkout flow, place the Prime Check logo near logins and shipping selections to make it easy for shoppers to use their Prime benefits.

Help shoppers understand which variants of a product are eligible for Prime benefits while browsing

Show the Prime Check logo only on product variants that offer Prime benefits. For example, if there are three colors for a given product (green, blue, white), and the green variation is the only variant eligible for Prime, then the Prime Check logo can only appear on the green variant.

However, you can show “[Prime Check Logo] options available” on browse to indicate to shoppers that Prime delivery does not apply to all variants. Consider showing the Prime Check logo on the product page with a corresponding message that other variants of a product are eligible for Prime. For example, you might show “Prime available on select sizes/colors.”

Place Prime messaging near variant selection on the product page

Ensure shoppers can clearly discover Prime eligibility on the product page by placing the delivery messaging near variant selection. For example, you can show the delivery messaging within the same viewport, or in a location shoppers will scroll to after variant selection. This ensures that shoppers understand that Prime delivery may no longer be available after selecting a different variant.

Differentiate membership programs

If you offer other membership programs with similar benefits, like free delivery and returns, clearly distinguish offers in the shopper's interface. For example, use different colors, explicitly label the membership program, or place clear visual space of 32 pixels or greater around each offer.

Introduce FAQs and other educational content about Prime

Clarify how Prime works on your website by adding FAQs, a dedicated landing page, or other instructional content that answers shopper questions. The following expandable sections include questions and answers you can include on your site. Choose the FAQ that matches the Way you Offer Prime.

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Important

Before you publish the FAQ to your site, add you brand's name or relevant information wherever you see the [brackets] within the approved copy.

Sign-in banner FAQs

How do I use my Prime benefits on [BRAND NAME]?

US-based Prime members can shop directly from our online store with the trusted experience you expect from Amazon—including fast, free delivery, and easy returns. When you shop directly on our site, you will see the Prime Check logo on eligible items, which signals that the item is available for fast, free delivery and easy returns. You can use your Prime shopping benefits with your purchase by signing in to your Amazon account, which pre-populates your shipping details on the checkout page. You will receive order and shipping confirmation emails after placing your order, and when the order is shipped. If you aren’t a Prime member, you can sign up at https://www.amazon.com/amazonprime.

Do I have to be a Prime member to get Prime free delivery on eligible items on [BRAND NAME]?

Yes, you must be a Prime member to use Prime shopping benefits and receive fast, free shipping and easy returns on Prime eligible items on our site.

How do I purchase Prime eligible items?

When you decide to purchase a Prime eligible item on our site, you’re prompted to sign in to your Amazon account during checkout. After your Amazon account information and Prime membership are verified, Amazon will pre-populate your shipping information that’s stored in your Amazon account, and you’ll continue to complete your order using your preferred payment or checkout method (based on what is provided by [brand name].)

Is it similar to the shopping experience that I'm familiar with as an Prime member?

Yes, for Prime eligible items, you get the fast, free delivery, and easy returns that Prime members love.

Can I purchase Prime eligible items on your site if I'm not in the US?

No, orders with Prime eligible items can only be placed and shipped to addresses within the contiguous US, Alaska, Hawaii, and Puerto Rico.

How do I apply a coupon code to Prime eligible items?

You can apply the coupon code as you normally would during checkout, and the discounted amount is deducted from the order total.

Can I use Amazon Gift Cards, Amazon promotional discounts, or [BRAND NAME] loyalty points when I purchase Prime eligible items on your site?

No, Amazon.com Gift Cards cannot be used on [brand website]. You can use promotional discounts or loyalty points offered by [STORE] on purchases with Prime eligible items. Amazon.com Gift Cards can only be used to purchase eligible goods and services on Amazon.com and certain related sites as detailed in the Amazon.com Gift Card Terms and Conditions.

Can I set up a subscription on Prime eligible items?

Yes, subscriptions can be set up as normal on [Brand site].

Where can I check the status of my order?

There are two ways to check the status of an order that includes Prime eligible items. You can check the order status in your Amazon account on the Your Orders page under the Buy with Prime Orders tab, which is viewable in your account on desktop or in the mobile app. You can also check your order status by clicking on the link in the order confirmation email that we sent, which directs you to the order details page. You can also use the order detail page provided by [brand name] to track order status.

How do I cancel an order that includes Prime eligible items?

If you need to cancel an order that includes Prime eligible items, you can initiate an order cancellation from the order detail page if the order hasn't already shipped. The link to the order detail page is included in your order confirmation email.

When do I receive a refund for a cancelled order that includes Prime eligible items?

If you have been charged before you request a cancellation, and the cancellation is successful, you can expect to receive your refund based on [Brand site]’s refund policy.

What is the return policy for Prime eligible items?

Some items are eligible for return and refund. To start a return, view your order status from the link in the email that you received after you placed your order or from your Amazon account on the Your Orders page under the Buy with Prime Orders tab. You can initiate the return process and choose from a number of return options, including label-free, box-free returns and convenient drop-off locations, such as Amazon physical stores, Whole Foods Markets, or UPS Stores. If the item is eligible for return, but not for label-free, box-free returns, you can still return the item at USPS or UPS locations in a box with the provided return label. For eligible items, you receive a full refund if they are in re-sellable condition and returned within the return window. If you have questions about returns eligibility or the returns process, contact customer service using the link on the order detail page.

When do I receive a refund for a returned item?

The refund will then be issued by [brand name] within [brand refund window].

What happens if my order is late?

Most orders arrive on time, but orders can sometimes show up after the estimated delivery date. Possible reasons for late delivery include:

  • Incorrect address
  • Missing apartment, building, floor, or unit number
  • Severe weather conditions
  • Other carrier-related delays

If you don’t receive your order in the estimated time frame, we recommend that you:

  • Wait 48 hours to allow for unexpected delays.
  • Confirm the correct shipping address in your order details.
  • Check the status of your order on the order details page by clicking on the link in your order confirmation email or in your Amazon account.
  • Check the status of your package with the tracking link included in your shipping confirmation email.

If you confirmed your shipping address and the order status and you still haven’t received your order after 48 hours, please contact customer service using the link on the order detail page.

Who do I contact for questions about or issues with an order that includes Prime eligible items?

For questions about your order, you can reach out to us directly at [brand customer service] or go to the order details page using the link in your confirmation email- from Amazon, or the Buy with Prime Orders tab in your Amazon account. If you have additional questions or experience an issue with your order, contact customer service using the link on the order detail page. Learn more.

Express checkout FAQs

What is Buy with Prime and how does it work?

Buy with Prime allows millions of US-based Amazon Prime members to shop directly from participating online stores with the trusted experience that you expect from Amazon—including fast, free delivery, a seamless checkout, and easy returns. When you shop directly on our site, you see the Buy with Prime button and Amazon Prime delivery promise on eligible products, which signals that the item is available for free 1–2 day shipping and easy returns. By clicking the Buy with Prime button, you can check out by signing in to your Amazon account, which pre-populates your payment and shipping details on the checkout page. You receive an order confirmation email after placing your order, and then a shipping confirmation email with a link for tracking when the order is shipped. If you aren't an Amazon Prime member, you can sign up and start your free 30-day trial today.

Do I have to be an Amazon Prime member to use Buy with Prime?

Yes, you must be a Prime member to purchase products using Buy with Prime at participating online stores.

How do I make a purchase using my Prime shopping benefits on sites beyond Amazon.com?

When you decide to purchase a product offering Buy with Prime on a brand’s ecommerce site, you’re prompted to sign in to your Amazon account. After your Prime membership is verified, your order is processed using your preferred payment and shipping information stored in your Amazon account.

Is it similar to the shopping experience that I'm familiar with as an Amazon Prime member?

Yes, Buy with Prime offers the fast, free delivery, easy returns, and seamless checkout that Prime members love.

Can I check out using Buy with Prime if I'm not in the US?

No, Buy with Prime orders can only be placed and shipped to addresses within the contiguous US, Alaska, Hawaii, and Puerto Rico.

How do I apply a coupon code to eligible products that offer Buy with Prime?

Select an eligible product and click the Buy with Prime button on the product page. Apply the coupon code at checkout and the discounted amount is deducted from the order total.

Can I use Amazon Gift Cards, Amazon promotional discounts, or [INSERT STORE NAME] loyalty points when I check out using Buy with Prime?

No, Amazon.com Gift Cards and promotional discounts or loyalty points offered by [INSERT ONLINE STORE NAME] can’t be used as a payment method to place an order using Buy with Prime. Amazon.com Gift Cards can only be used to purchase eligible goods and services on Amazon.com and certain related sites as detailed in the Amazon.com Gift Card Terms and Conditions.

[Buy with Prime app for Shopify merchants]
What forms of payment are accepted when I check out using Buy with Prime?
Shopify Payments processes payments for Buy with Prime orders. However, you still use your Amazon Pay account, so that Amazon can verify your Prime member status and you can use the shipping and payment information stored in your Amazon account.

[All other ecommerce provider merchants]
What forms of payment are accepted when I check out using Buy with Prime?
Amazon Pay processes payments for most Buy with Prime orders using the payment method stored in your Amazon account. Amazon Pay accepts credit and debit cards, including Visa, Mastercard, Discover, American Express, Diners Club, and JCB. Learn more about Amazon Pay payment methods.

Can I set up a subscription using Buy with Prime?

No, Buy with Prime doesn’t support subscriptions.

Where can I check the status of my order?

There are two ways to check your Buy with Prime order status. You can check the order status in your Amazon account on the Your Orders page under the Buy with Prime Orders tab, which is viewable in your account on desktop or in the mobile app. You can also check your order status by clicking on the link in the order confirmation email that we sent, which directs you to the order details page.

How do I cancel a Buy with Prime order?

After you place an order using Buy with Prime, you can initiate an order cancellation from the order detail page if it hasn't already shipped. The link to the order detail page is included in your order confirmation email.

When do I receive a refund for a canceled order?

If the cancellation is successful, you can expect to receive your refund within 3-5 business days after the cancellation is confirmed.

What is the return policy for Buy with Prime orders?

Some items in Buy with Prime orders are eligible for return and refund. To start a return, view your order status from the link in the email that you received after you placed your order or from your Amazon account on the Your Orders page under the Buy with Prime Orders tab. You can initiate the return process and choose from a number of return options, including label-free, box-free returns and convenient dropoff locations, such as Amazon physical stores, Whole Foods Markets, or UPS Stores. If the item is eligible for return, but not for label-free, box-free returns, you can still return the item at USPS or UPS locations in a box with the provided return label. For eligible items, you receive a full refund if they are in resellable condition and returned within the return window. If you have questions about returns eligibility or the returns process, contact customer service using the link on the order detail page. Buy with Prime orders are covered by the Amazon Pay A-to-z Guarantee.

When do I receive a refund for a returned item?

For eligible items, a refund is processed when the item is dropped off at the location that you selected when initiating your return. Otherwise, the refund is processed when the item is received and reviewed at the Amazon fulfillment center. It can take up to seven business days for the refund to show up on your account.

What happens if my order is late?

Most Buy with Prime orders arrive on time, but orders can sometimes show up after the estimated delivery date. Possible reasons for late delivery include:

  • Incorrect address
  • Missing apartment, building, floor, or unit number
  • Severe weather conditions
  • Other carrier-related delays

If you don’t receive your order in the estimated time frame, we recommend that you:

  • Wait 48 hours to allow for unexpected delays.
  • Confirm the correct shipping address in your order details.
  • Check the status of your order on the order details page by clicking on the link in your order confirmation email or in your Amazon account.
  • Check the status of your package with the tracking link included in your shipping confirmation email.

If you confirmed your shipping address and the order status and you still haven’t received your order after 48 hours, please contact customer service using the link on the order detail page.

Who do I contact for questions about or issues with my Buy with Prime order?

For questions about your order, go to the order details page using the link in your confirmation email or the Buy with Prime Orders tab in your Amazon account. If you have additional questions or experience an issue with your Buy with Prime order, contact customer service using the link on the order detail page. Learn more.

Additionally, consider explaining Buy with Prime to your shoppers by including the Buy with Prime shopper video on your website.

How to add the video to your site

Choose an appropriate page to embed the video on your site, such as an FAQ page, and then follow these instructions:

  1. Go to the YouTube video.
  2. Choose Share and then Embed.
  3. Select the embed options that you prefer. If you want to start a video at a certain time, select Start at and enter the time where you'd like the video to begin playing.
  4. Choose Copy to copy the HTML code.
  5. Paste the code into your ecommerce site HTML.

Delivery information and estimates

Provide clarity for shoppers when including multiple delivery estimates

When offering multiple delivery estimates, clarify that other delivery estimates are distinct from your Prime delivery estimate. For example, use clear visual space or specific text, like “$4.99 standard delivery Fri, Oct 10. Or FREE delivery Tomorrow, Oct 4 with Prime.”

Provide the right inputs for delivery estimate accuracy

Base delivery estimates on the following hierarchy, in the order of priority:

  1. Full address
  2. ZIP code
  3. IP address
  4. Default location.

Delivery estimates for placed orders must use the shopper’s full address. Work with your engineering team to ensure adherence to these priorities to optimize the customer experience of your shoppers.

Inventory and operations

Maintain inventory levels

Ensure there is enough inventory in Amazon fulfillment centers to provide an optimal customer experience. Optimal inventory quantity is defined by projected demand in weeks of cover. We recommend maintaining 6 to 8 weeks of cover.

Customer support

You’re responsible for providing customer support for your shoppers. Buy with Prime includes Assist, a customer support feature to handle your shopper’s post order inquiries on your behalf. Buy with Prime Assist may send refund requests to resolve shopper issues for eligible purchases. In certain scenarios, shoppers and the Buy with Prime Assist customer service team may contact your internal customer service team for issues that are not supported, like issues about products that do not offer Prime or product specific queries. Your internal customer service should respond to these queries and resolve shopper issues within an acceptable timeframe of approximately 24 hours.

Network performance

Reduce latency

Do not introduce excessive latency for Prime delivery estimates. Render Prime delivery details on product detail pages in less than 3.5 seconds. If an estimate is not rendered in that time, show the fallback message from Prime Delivery APIs. High latency and slow loading time might result in usability issues, for example a button loading late may push other components down and result in a shopper selecting an unintended option.

If offering Prime through the Shopify app, Shopify manages this rendering time.