How Amazon Looks to Boost Order Size And Conversions Using Buy With Prime Cart

Amazon.com late Thursday unveiled Buy with Prime cart, a new feature of the e-commerce giant’s Buy With Prime benefit intended to increase order sizes. Buy With Prime users can now place multiple items in their shopping cart, whereas they were previously limited to a single item per order, Amazon says.

With Buy With Prime, which launched last year, Amazon Prime members in the United States can keep the benefits of their Prime membership when shopping directly from a merchants’ Web site, Amazon says.

In addition to Buy With Prime cart, Amazon announced Reviews from Amazon, a feature that allows merchants to display Amazon reviews of their business on their own Web site at no additional cost. Initial results indicate that merchants that added Reviews from Amazon to their site saw a 38% increase in shopper conversions, on average, Amazon says.

“We believe when merchants can use the volume and authenticity of their Amazon reviews on their [direct-to-consumer sites], they drive more interest in a product and increase shopper confidence,” Peter Larsen, vice president of Buy with Prime and multi-channel fulfillment for Amazon.com, says in a blog post.

Since debuting in April, Buy With Prime has delivered a 25% increase in shopper conversions, on average, to merchants offering the benefit. In addition, three out of four Buy with Prime orders are from new shoppers. Some merchants are seeing much higher conversion rates. HydraLyte, an electrolyte drink company, for example, reports nine out of every 10 consumers who place orders using Buy with Prime are new customers.

“Acquisition strategies are hard to get right, but they’re one of the first things merchants tackle when trying to grow,” Larsen says in the blog post. “Through the promise of fast, free delivery, a seamless checkout experience, and easy returns, we’re excited to report that Buy with Prime is helping merchants acquire new customers.”