What: In an unlikely move, Shopify is now collaborating with Amazon to “simplify merchants’ lives".

Why it is important: With the loyalty program patiently built by Amazon for the past 15 years, they now havz a strategic asset able to facilitate even the most unlikely alliances such as Shopify, a rival.

Amazon and Shopify are partnering to offer the Buy with Prime feature to Shopify merchants, allowing them to provide Prime members with free delivery and easy returns through Amazon's fulfillment network. This integration simplifies operations for merchants using both platforms, as they can sync orders, promotions, catalog listings, and taxes within the Shopify system. Initially available on an invite-only basis, the service will be accessible to all U.S.-based Shopify sellers using Amazon's fulfillment network by the end of September. This collaboration represents a change in the relationship between the two companies, as Shopify initially warned its merchants against adding Buy with Prime to their storefronts due to terms of service and security concerns.

Shopify teams up with Amazon and now offers the Buy with Prime option