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Amazon Targets Shopify, Merchants To Get ‘Buy With Prime’

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Amazon is finally allowing merchants sell products listing through its marketplace directly through their own websites, combining the seller’s own checkout services with Amazon’s payments and fulfillment services.

‘Buy With Prime’ is a clear move to counter its fast-growing competitor Shopify, who allow merchants to sell directly to customers. Sellers will still pay Amazon fees and the service will initially be invite-only.

Where ‘Buy With Prime’ hopes to excel is with its Amazon Prime fast-shipping option, which is a common bugbear of Shopify.

Amazon may have been somewhat forced into this move, with reports yesterday that Shopify is in talks to buy fast-shipping startup Deliverr to expand its fulfillment services.

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