---
title: Amazon is playing 4D chess now
description: Amazon’s Buy With Prime program stands to benefit both Amazon and third-party sellers.
---

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# [Amazon is playing 4D chess now](https://hs-sbup.thehustle.co/news/01182023-amazon-4d-chess)

 Written by [Samir Javer](https://hs-sbup.thehustle.co/news/author/samir-javer) | Jan 18, 2023 9:47:09 AM

When somebody visits Amazon, there’s a good chance they’re going to buy something. Check out these [conversion rates](https://www.digitalcommerce360.com/2015/06/25/amazon-prime-members-convert-74-time/):

- 74% for Prime members
- 13% for non-Prime members
- 3%-6% for other ecommerce sites

Now, Amazon’s bringing its one-click formula to third-party sites.

“Buy with Prime”, which allows ecommerce sites to integrate with Amazon’s checkout, payment, and shipping services, will be available to all [eligible](https://www.aboutamazon.com/news/retail/amazons-buy-with-prime-increases-shopper-conversion-by-25-on-average) US merchants by Jan. 31. For Prime members, that means free shipping, free returns, and one-click checkout.

#### **A boon for Amazon?**

During a pilot program, Buy with Prime increased shopper conversion rates by [25%](https://www.aboutamazon.com/news/retail/amazons-buy-with-prime-increases-shopper-conversion-by-25-on-average) on average, with some sellers reporting 30%+ increases.

Meanwhile, Amazon reaps payment processing fees from Buy with Prime purchases, expanding its total addressable market (TAM) to the entire ecommerce market — not just products sold on Amazon.

The company[ needs the boost](https://www.cnbc.com/2023/01/10/amazon-opens-buy-with-prime-program-to-all-sites-as-growth-slows.html): Amazon announced layoffs of 18k employees this month, and investors have been discouraged by its slowed growth.

#### **The impact on Shopify**

Ecommerce competitor [Shopify](https://thehustle.co/06212021-shopify-payments/) has its own one-click payment offering, Shop Pay, which facilitated [137m+ orders](https://news.shopify.com/shop-pay-expands-to-facebook-and-instagram) in 2020.

But if its merchants adopt Buy with Prime instead, Shopify’s revenue growth may be at risk — especially if Amazon’s offering sees higher conversion rates than Shop Pay.

**A perk or a drawback?** Buy with Prime will also allow merchants to display reviews from Amazon.com on their own site, but they won’t be able to hide the bad reviews.

[View full post](https://hs-sbup.thehustle.co/news/01182023-amazon-4d-chess)

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