For those unfamiliar, Buy with Prime is a new feature from Amazon in which e-commerce merchants can include a ‘Buy with Prime’ button on their checkout flow, within their own DTC site. The initial lure of Buy with Prime is similar to any other ‘one-click checkout’ product: credit card and shipping info are already stored with Amazon, so the friction (and sometimes lack of trust) of inputting these details is removed. This should, in turn, lead to higher conversion rates: Amazon cites a 25% increase in some instances.
But the benefits of Buy with Prime lay...