What: This offer expands Prime shopping benefits to provide merchants the opportunity to grow their online platforms.

Why it is important: The Buy With Prime expansion will offer millions of US-based Prime members to shop directly from merchants’ online stores with the same kind of advantages they get when shopping directly from Amazon, such as free returns on eligible orders, fast and free delivery, and easy checkout.

In the beginning, participation will only be available by invitation for merchants using Fulfillment by Amazon (FBA) and will progressively be rolled out through 2022 as more are invited to take part, including those not selling on Amazon or using FBA.

Amazon has unveiled its new Buy With Prime offer for third-party websites