One of the amazing benefits of being an Amazon Prime member is that you get free two-day shipping direct from Amazon. Until now, however, that didn’t apply to anything beyond Amazon. Now, as Re/Code first reported, the online retailer is teaming up with other partners to allow them to offer Amazon Prime benefits direct to consumers. It’s a win-win for everyone, at least on the surface. Amazon still gets to reward its customers, other sites get to offer better shipping options and us customers, well, we get our goods delivered earlier, and for free.
The first such partner is a company called AllSaints, an online retailer that sells clothes for men and women, and Amazon revealed the news during the recent Money 2020 conference in Las Vegas. AllSaints has a brand new “Pay with Amazon” option that allows customers to make payments using an existing Amazon account. “You’ll be prompted to sign into your Amazon account during checkout on us.allsaints.com to access the Prime benefits available on that website,” the company describes on its FAQ page. “AllSaints will take care of fulfilling your order.” Re/Code explained that AllSaints also has an advertising partnership on Amazon, an initiative called Prime Pass, which is how Amazon makes money from the deal.
“Amazon charges AllSaints a small fee each time one of its customers clicks through from Amazon.com to AllSaints.com, but does not take a cut of the sale,” Re/Code explained. Eventually, Amazon’s hope is that other retailers get on board, too, allowing you to shop the Web for goods that will be shipped free thanks to your existing Amazon Prime membership.
Apparently Amazon hasn’t been able to get other retailers to bite as easily, however. Re/Code said that Abercrombie & Fitch and Neiman Marcus both declined similar Prime Pass offers from Amazon, instead opting to go with a competitor, and noted that retailers are afraid Amazon may eventually flip the tables to instead work with suppliers directly. Given Amazon is offering advertising opportunities, however, it seems plausible that it may find demand from smaller retailers who need additional exposure.