Amazon’s Buy with Prime features, which originally launched as a way to extend its fulfillment and other services to non-Amazon sites, will appear on the watch brand Fossil’s website in February.

Buy with Prime, which is linked to Amazon’s Prime memberships, introduced loyalty options and welcomed other new ecommerce sites — including those of MrBeast and Steve Madden — ahead of the 2024 holiday season. Now, it is arriving on Fossil.com, bringing Amazon’s direct-to-consumer (DTC) offering to more shoppers.

Fossil Group is No. 193 in the Top 1000. The database is Digital Commerce 360’s ranking of North America’s leading online retailers by annual web sales. There, Fossil falls under the Jewelry category. Digital Commerce 360 projects that Fossil’s 2025 online sales will reach $476.31 million.

Fossil web sales by year

Why the Fossil website is adding Buy with Prime

“At Fossil, we value time. Especially our customers’,” said Ellie Quartel, senior vice president of digital at Fossil Group, in a press release. “This February, we’re thrilled to offer our customers an even easier, faster way to shop with us through Buy with Prime.”

Amazon lists several Buy with Prime incentives opened up to Prime members. They include “fast, free delivery, easy returns, and 24/7 shopper support.”

“With this collaboration, customers have the same fast, free delivery and easy returns that they expect from Prime, all while shopping on Fossil.com,” Quartel stated.

Fulfillment through Amazon for Fossil products

“This collaboration brings together the best of both worlds — Fossil’s timeless style and our timely deliveries,” said Peter Larsen, vice president of Buy with Prime and Amazon multi-channel fulfillment. “We’re thrilled to bring the convenience and speed of Prime to Fossil customers, enhancing their shopping experience with benefits they know and trust.”

The announcement means that Fossil’s Prime-eligible watches, handbags and jewelry will display Prime options at checkout for customers, who can then verify their Prime membership before selecting payment options. They will then be able to manage and track orders through their Amazon accounts, in addition to Fossil’s confirmation emails.

Amazon revealed the launch for the Fossil website ahead of the National Retail Federation’s 2025 Retail’s Big Show, which begins Jan. 12 in New York City. There, it will be exhibiting both Buy with Prime and Amazon Multi-Channel Fulfillment for retailers.

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