Buy with Prime
Can one button change the world (of online shopping)? It might seem crazy but adding the ability to use a Prime membership on another store’s website was a revolutionary move for the Amazon retail machine.
Project:
Create a suite of Amazon tools and services that merchants can use on their DTC stores.
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Shaking up the industry by offering the services of a behemoth like Amazon to help grow DTC ecommerce merchants off the Amazon.com platform.
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Merchants struggle with retaining shoppers at checkout. Would adding Prime membership at checkout help conversions?
Multiple studies showed that shoppers preferred the option to use their Prime account because of the promise of fast, free delivery and a checkout experience shoppers know and trust.
On the other hand, merchants were wary of this service. In multiple studies, they were concerned that the Amazon branding would suppress their own DTC branding and they’d lose customers to Amazon.com. -
Paired up with a designer, create design iterations to test. Repeat process.
Land on a final design reviewed by UX peers and leadership that passed rigorous testing.
QA test themes and widgets that could be used by all merchants without constraining their unique store layouts and branding.
Ship it!
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We created not only a checkout experience but a holistic approach to customer messaging for merchants to use around Prime.
In addition to the DTC button widget, the Your Orders experience on Amazon was modified to reflect purchases off Amazon with your Prime membership.
Buy with Prime button
We needed to preserver Amazon’s branding (Prime blue) but keep the button unobtrusive if a merchant wants to have their main checkout experience first.
Unified messaging
Keeping the messaging consistent (and keeping shoppers in the loop) was paramount for this project. We created a set of email templates where merchants could use their own branding but had consistency around the presentation of information about the item and delivery.