Amazon Prime delivery expands to third-party websites without requiring login

Amazon has introduced a significant update to its logistics network, allowing independent online retailers to offer Prime shipping directly on their own websites. Previously, merchants utilizing Amazon's fulfillment services required customers to use the 'Buy with Prime' widget, which necessitated logging into an Amazon account during the checkout process. Under the new system, shoppers can access fast, free Prime delivery without leaving the merchant's site or signing into Amazon. The Prime badge will appear as a standard shipping option, and verification occurs after the purchase is completed using the store's native checkout flow. This integration aims to boost conversion rates for direct-to-consumer brands by leveraging Amazon's reliable logistics and tracking infrastructure. To encourage adoption ahead of the holiday season, Amazon is offering participating merchants fulfillment fee discounts ranging from 15% to 25%.