No need to buy on Amazon anymore? Amazon's next move: Expanding Prime delivery to external e-commerce platforms

Amazon is aiming to control "who delivers" rather than "where to buy"

The new test by Amazon reported by TheStreet on March 26 might seem like a minor UI improvement at first glance. However, this move is actually quite significant. The idea that using Prime delivery on external sites might not require an Amazon login anymore is not just about reducing one cumbersome authentication step. It indicates that the main focus of online shopping is shifting from "which site to buy from" to "whose delivery network to use." Amazon is trying to position its logistics at the center of this change.

This test is being conducted with some businesses using Amazon's logistics service, Multi-Channel Fulfillment. According to Business Insider, the targeted brands are companies with relatively large sales on their own e-commerce platforms, and Amazon is experimenting with processing Prime member authentication in the background without the buyer feeling the hassle. This means that buyers might be able to stay on the brand's site while only receiving the benefits of Prime delivery.

Buy with Prime has been convenient, but it was a bit too "Amazon-centric"

Buy with Prime itself is not a new initiative. Amazon launched this system in April 2022 and expanded it to eligible merchants across the U.S. by the end of January 2023. The aim was clear: to allow the value of Prime to be used outside of Amazon.com and to provide delivery, returns, and checkout experiences with Amazon quality. From the beginning, Amazon promoted it as having a positive impact on improving conversion rates for participating merchants.

However, there was one major "snag" with Buy with Prime until now: the requirement to log in to an Amazon account during the purchase process. From the consumer's perspective, it felt like being pulled back to Amazon while shopping within the brand's world. From the brand's perspective, the customer experience was disrupted at the crucial checkout stage. What Amazon is trying to remove now is precisely this friction.

The real significance lies in "redistribution of control" rather than "convenience"

The importance of this change is not just because it is convenient for consumers. More significantly, it allows brands to continue controlling the outward purchasing experience while using Amazon's logistics power. In the invitation letter seen by Business Insider, it was emphasized that brands could maintain their existing checkout flow and payment methods while retaining control over customer data and brand expression. In other words, Amazon is proposing, "You can keep the face of your store, but leave the backend delivery to us." This is quite powerful.

In terms of numbers, this proposal is convincing. According to Amazon-related announcements in 2024, orders via Buy with Prime increased by over 45% year-on-year on member sites, and revenue per buyer increased by an average of 16% for implementing companies. Furthermore, Amazon Multi-Channel Fulfillment supports over 200,000 U.S. businesses. With such achievements, the "no login required" initiative appears to be more than just an experiment; it's the next step in removing barriers from an already growing system.

For consumers, it's the feeling of "benefiting from Amazon without buying on Amazon"

From a consumer perspective, the meaning of this new test is quite clear. Previously, using Prime delivery on external sites required logging into Amazon. If that step disappears, consumers can shop on the brand's official site while only receiving the reassurance of Prime delivery. For those who want to buy site-exclusive products or purchase directly from the brand rather than Amazon itself, the psychological barrier is lowered.

On the other hand, it also redefines "the reason to buy on Amazon." In recent years, Amazon has been redesigning the value of Prime not just as a membership benefit but as an infrastructure of delivery speed and trust. As of 2022, Buy with Prime was an attempt to extend the shopping benefits of Prime beyond Amazon.com. This new test seems to take that idea a step further, suggesting that the core value lies more in "Amazon's delivery network and membership base" than in "Amazon's site itself."

For Shopify and DTC brands, collaboration and caution progress simultaneously

This topic is noteworthy in the industry because it directly relates to the relationship with Shopify and DTC brands. Reuters reported in 2023 that the Buy with Prime app would become available within Shopify's ecosystem. This means that Amazon and Shopify are not only in full confrontation but are also connecting where necessary. However, the "no login required Prime" seems to be a further proposal from Amazon to Shopify-based brands. Brands that want to protect their own sites are more tempted to only borrow logistics.

The question here is what brands want to protect. Is it the visual world, customer information, delivery quality, or profit margins? Weak logistics mean poor sales. But leaning too much towards Amazon diminishes the independence of their own e-commerce. This tension has existed since the start of Buy with Prime, but if login is not required, the hurdle for implementation is certainly lowered. Therefore, this test is not about "whether to use Amazon" but "how much to let Amazon into the house."

On social media, opinions are split between "seems convenient" and "it's Amazon again"

Looking at reactions on social media, the most noticeable are the welcoming voices saying, "This is strong" and "a very smart omnichannel strategy." Comments on Business Insider's post on LinkedIn also confirm positive reactions to the ability to extend Prime logistics to external sites as an ecosystem expansion. Quiver Quantitative's DiscussionTracker summarizes that on social media, the topic is perceived as a "strategic move to expand the scope of Prime."

The logic of those who welcome it is simple. Buyers have it easier. Participating merchants can aim for conversion improvement. Amazon can increase logistics revenue outside its own mall. It seems to benefit all three parties. Especially those familiar with DTC brands see it as easier to implement than before because it appears to "borrow only Amazon's logistics" rather than "handing over customers to Amazon."

However, cautionary voices are equally strong. The background is that Amazon has been conducting experiments to expand product discovery and purchase support on external sites over the past few months. Officially, through Shop Direct and Buy for Me, Amazon's app has expanded to find products from external brands and, in some cases, even facilitate purchases on behalf of users. While convenient, it easily leads to the perception that "Amazon is trying to control the shopping pathway."

In fact, regarding Buy for Me, GeekWire reported that some independent brands expressed dissatisfaction, saying, "Our products appeared in Amazon search results without consent," and "Amazon is intruding into customer relationships." Although the "no login required Prime" is a different initiative, it shares the same context of Amazon extending its touchpoints both inside and outside its own store. Therefore, on social media, there is a tendency to view it as "convenient but increasing dependency" and "brands will have to weigh short-term CV improvement against long-term control."

Amazon's aim might be the "foundation of shopping" rather than "e-commerce sites"

Viewed in isolation, this news appears to enhance convenience for Prime members. But taking a step back, Amazon is expanding its encirclement from two directions. One is bringing Prime delivery to external sites, as in this case. The other is connecting customers to products on external sites from Amazon's side, as with Shop Direct and Buy for Me. If seen from only one side, it looks like a feature addition, but when combined, it seems like Amazon is trying to take over the entire shopping blueprint of "where products are found, where they are paid for, and who delivers them."

If this trend continues, the future competition axis will not only be "the mall's ability to attract customers" but also "how much delivery, membership, checkout, and discovery pathways can be bundled." Amazon is closest to that position. This test may start small, but if successful, the boundary between "buying on Amazon" and "buying with Amazon's power" will become increasingly blurred. When that happens, it won't just be the speed of delivery that changes; it might be the very sense of "where consumers think they are buying."

Source URL

TheStreet article. The report that sparked the current topic, detailing Amazon's test of Prime delivery benefits without Amazon login on external sites, the differences from existing Buy with Prime, and the positioning of Multi-Channel Fulfillment.
https://www.thestreet.com/retail/amazon-just-made-a-move-that-could-change-how-you-shop-everywhere

Business Insider article. Provided the most detailed account of the current pilot, including that it targets some participating merchants, the idea of processing Prime member authentication in the background, Amazon's intentions, and insights from Noah Wickham.
https://www.businessinsider.com/amazon-tests-prime-shipping-web-without-amazon-login-shopify-2026-3

Business Wire release on Amazon-related announcements. Used to confirm that Buy with Prime orders increased by over 45% year-on-year, revenue per buyer increased by an average of 16% for implementing companies, and that Multi-Channel Fulfillment supports over 200,000 U.S. businesses.
https://www.businesswire.com/news/home/20240918507437/en/Buy-with-Prime-and-Amazon-Multi-Channel-Fulfillment-Expand-with-New-Capabilities-and-More-Brands

Amazon's official 2022 announcement. Used to confirm the philosophy at the time of Buy with Prime's launch and the intention to extend Prime benefits beyond Amazon.com.
https://www.aboutamazon.com/news/retail/prime-shopping-expands-beyond-amazon-com

Amazon's official 2023 announcement. Used to confirm that Buy with Prime expanded to eligible merchants across the U.S. by the end of January 2023 and the explanation of an average 25% conversion improvement.
https://www.aboutamazon.com/news/retail/amazons-buy-with-prime-increases-shopper-conversion-by-25-on-average

Reuters article. Used to confirm the flow of Buy with Prime becoming available within Shopify's ecosystem and to contextualize the relationship between Amazon and Shopify.
https://www.reuters.com/business/retail-consumer/shopify-says-merchants-can-use-amazons-buy-with-prime-option-2023-08-30/

Business Insider post on LinkedIn. Used to confirm how the topic is shared on social media and that there are positive voices receiving it as an omnichannel strategy.
https://www.linkedin.com/posts/businessinsider_amazon-tests-a-new-feature-letting-external-activity-7442858336946966529-Nk51

Quiver Quantitative's DiscussionTracker. Used as a reference for the social media discussions around this topic, highlighting it as a strategic move to expand the scope of Prime and strengthen Amazon's ecosystem.
https://www.quiverquant.com/news/Amazon%2BStock%2B%28AMZN%29%2BOpinions%2Bon%2BPrime%2BShipping%2BPilot%2BProgram

Amazon's official Shop Direct announcement. Used to confirm Amazon's overall strategy of extending the shopping pathway to external sites, including product discovery and Buy for Me.
https://www.aboutamazon.com/news/retail/amazon-shop-direct-external-stores

GeekWire article. Used to confirm the backlash from independent brands regarding Buy for Me and to contextualize the caution surrounding the new test.
https://www.geekwire.com/2026/why-some-independent-brands-are-upset-with-amazons-new-buy-for-me-shopping-tool/