Beginning spring 2024, Prime members can shop on adidas platforms using their Amazon benefits, enhancing the shopping experience and fostering closer ties between DTC brands and customers.
Amazon is set to broaden its Buy with Prime service, launching this enhancement on both adidas.com and the adidas app. This expansion, expected to begin in the spring of 2024, aims to enhance the shopping experience for millions of U.S.-based Prime members, allowing them to leverage the benefits of their membership when shopping directly from Adidas.
In this new arrangement, Prime members will be able to shop for eligible items on the adidas website and app using the benefits they associate with their Amazon account, such as fast, free delivery and easy returns. Once they add items to their cart, they will have the option to log into their Amazon account during checkout to confirm their Prime membership. Following this verification, customers can complete their purchase using various payment options offered by adidas. Amazon will subsequently fulfill all Prime eligible items from the order.
Peter Larsen, Amazon’s Vice President of Buy with Prime and Multi-Channel Fulfillment, expressed enthusiasm for this collaboration, stating, “Expanding Buy with Prime to adidas.com and the adidas app is like lacing up a fresh pair of sneakers, it just feels right.” He emphasized that this expansion adds convenience for Prime members while shopping on these platforms.
The introduction of Buy with Prime to Adidas is part of Amazon’s broader strategy to engage more directly with direct-to-consumer (DTC) brands. This expansion follows similar moves to include other notable brands earlier this year, such as Fossil and Laura Mercier. Amazon’s latest initiative responds to the mounting competition from emerging e-commerce platforms, including TikTok Shop, Temu, and Shein, which have begun to attract the attention of retailers and consumers alike.
The Buy with Prime service is designed to alleviate some challenges that DTC merchants face, such as attracting new customers and driving conversion rates. By integrating this service into their websites, brands can provide Prime members with fast delivery and customer support, all of which are hallmarks of the Amazon experience. The program has reportedly resulted in an average 16% increase in revenue per shopper for participating brands, with 95% of shoppers expressing the intention to use Buy with Prime again after their initial experience.
Additionally, Amazon aims to foster closer relationships between DTC merchants and their customers, providing these brands with valuable order information that can enhance customer service. As competition increases and merchants seek alternatives to Amazon’s own marketplace, the Buy with Prime service positions Amazon to be a valuable partner rather than simply a competitor.
For merchants interested in learning more about the Buy with Prime initiative, Amazon will be showcasing the service at the eTail West conference, which is set to take place from February 24-27, 2025, in Palm Springs. At this event, attendees will have the chance to speak directly with Amazon representatives about how the service can help them streamline their distribution processes.
As these developments unfold, Amazon is clearly positioning itself to support DTC brands, creating a dynamic marketplace that weaves together the capabilities of Amazon with the unique offerings of various merchants across multiple sectors.
Source: Noah Wire Services
