Amazon revealed yesterday a new service for merchants: “Buy with Prime”.

For the first time, merchants outside of the Amazon.com marketplace will be able to offer the same benefits to Prime customers as they get on Amazon. This includes free shipping, next-day delivery, and free returns!

To be eligible, members will need to be part of the “Fulfillment by Amazon” (FBA) program in which Amazon takes care of the warehousing, shipping, and returns. 

Through this new service, Amazon clearly wants to accelerate with FBA and take on additional market share, especially with Direct to Consumer (DTC) and long-tail merchants. 

That’s why many analysts see this move as a jab at Shopify’s business.

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