Ahead of the Cyber 5 period, Amazon has announced ways Buy with Prime can help its loyalty members — as well as retailers — with holiday season shopping.

Buy with Prime is an Amazon integration into non-Amazon ecommerce sites that allows Prime members to complete their checkout using their membership login. Doing so gives U.S.-based Prime members benefits including fast delivery, free delivery and returns through Amazon in addition to the checkout feature. The Cyber 5 is the five-day period from Thanksgiving through Cyber Monday.

Leading into the holidays, Amazon said there has been a 25% year-over-year increase in participating direct-to-consumer brands using Buy with Prime so far in 2024.

Amazon ranks No. 1 in Digital Commerce 360’s Top 1000 Database, which tracks the largest online retailers in North America by annual web sales. Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database. The database ranks the 100 largest global marketplaces by third-party gross merchandise value (GMV).

Brands add Buy with Prime to their DTC sites

Among the new brands that have added Buy with Prime to their sites before the holidays are:

• Betty Buzz
• Kin Euphorics
• Steve Madden
• Mr. Beast

Amazon said it is maximizing this holiday season’s rewards and savings through new perks associated with Buy with Prime. Those include exclusive promotions up to 80% off from Nov. 21 through Dec. 2 as well as the option to “Shop with Points” on Buy with Prime purchases.

Amazon also gives its shoppers a way to find Buy with Prime-eligible products through a product listing page on ShopBuyWithPrime.Amazon.com. The products link to retailers’ own ecommerce sites.

Additionally, consumers can discover brands using Buy with Prime through TikTok ads.

“This season, shoppers will see the Prime brand and a real-time delivery estimate for Buy with Prime-enabled items within a merchant’s TikTok Ad,” Amazon said in a statement.

The option to shop with points allows Prime members to apply points from eligible credit cards to pay for orders in part or in full, as they would on Amazon’s marketplace.

And as of September, Amazon announced PayPal will be available at Buy with Prime checkout for participating brands.

Amazon Haul launches in time for holidays

The online marketplace has also launched a beta for Amazon Haul, a new storefront intended to compete with discount giants such as Temu and Shein by sourcing most products directly from Chinese sellers.

For now, the storefront — which launched Nov. 13 — is exclusive to U.S. shoppers on mobile, where Amazon said most bargain hunters tend to shop. The company plans to “refine and expand” Haul based on feedback. However, it hasn’t shared any future expansion plans to other markets.

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