Amazon trials Prime shipping on external sites without login

Amazon is piloting a new service allowing consumers to take advantage of Prime shipping perks on different websites, without signing into Amazon.

The project, labelled as a "Confidential Product" in seller invitations reviewed by Business Insider, is currently being tested with a limited pool of merchants utilising Amazon's multi-channel fulfillment services. 

The service enables third-party vendors to access Amazon's network to manage, package, and deliver items from other online platforms, such as their personal sites or various marketplaces.

The proposition: Brands focused on direct sales can provide Prime shipping directly from their own websites without the need for a Prime login, all while maintaining control over customer checkout. Meanwhile, Amazon verifies and synchronizes Prime accounts in the background.

"Confidential Product enables your DTC customers who are Prime members to receive fast, free Prime shipping directly on your website — without needing to sign into Amazon Prime," Amazon's email invitation stated. 

"This trial seamlessly integrates with your current checkout process and payment options, allowing you to maintain authority over customer information and branding."

The trial highlights Amazon's wider plan to integrate its logistical capabilities across the broader internet, even when dealings don't happen on its own site. 

Success in this program could increase Prime's reach and augment Amazon's fulfillment operations, leading to a larger slice of business dealings with independent vendors.

This move could also challenge Shopify, known for providing solutions to assist many direct-sale brands. 

By delivering Prime-level logistics within merchant websites, Amazon could potentially infringe on a key aspect of Shopify's offerings.

The batch test is led by the Buy with Prime team, which aims to facilitate Prime purchases on websites outside of Amazon's online store. 

However, this new trial eliminates a significant barrier: the need for customers to sign into their Amazon accounts when making a purchase.