What brands need to know about Amazon Prime checkout

Amazon Prime has over 200 million members worldwide, and the Prime checkout experience is a big reason customers keep coming back. For sellers, understanding how Prime checkout works—and how to qualify for it—is critical to winning sales and keeping customers happy.

Let’s break down what Prime checkout is, how it benefits both shoppers and brands, and what you need to do to take advantage of it.

What is Amazon Prime checkout?

Amazon Prime checkout refers to the fast, seamless purchasing experience available to Prime members. When a product is Prime-eligible, customers see the Prime badge and benefit from:

• Free two-day shipping (or faster in many areas)
• Simple one-click checkout
• Guaranteed delivery dates
• Easy returns through Amazon’s system

For shoppers, Prime checkout removes friction and builds trust. For brands, it often means higher conversion rates and better visibility.

Why Amazon Prime checkout matters for sellers

Products with the Prime badge are more competitive because:

• Shoppers filter by Prime: Many Prime members only shop Prime-eligible listings.
• Trust factor: Customers feel more confident buying from Prime sellers.
• Higher conversion rates: Faster delivery and easier checkout reduce cart abandonment.
• Buy Box advantage: Prime eligibility often improves your chances of winning the Buy Box.

How to qualify for Amazon Prime checkout

There are two main ways brands can make their products eligible for Prime checkout:

1. Fulfillment by Amazon (FBA)
   Send inventory to Amazon’s fulfillment centers, and Amazon handles storage, picking, packing, shipping, and customer service. FBA automatically makes products Prime-eligible.
2. Seller Fulfilled Prime (SFP)
   Brands fulfill orders from their own warehouse while meeting Amazon’s strict shipping and service requirements. SFP gives you more control but requires significant logistics capabilities.

Challenges with Prime checkout

While Prime checkout is powerful, it also comes with challenges:

• Higher fulfillment costs if using FBA
• Strict performance metrics for SFP sellers
• Inventory management complexity to avoid stockouts or delays
• Increased competition since Prime has become the standard expectation for many shoppers

How Amify helps brands succeed with Prime checkout

At Amify, we help brands navigate the operational and strategic challenges of Prime checkout by:

• Optimizing fulfillment strategy between FBA and SFP
• Managing inventory levels to avoid lost sales
• Protecting profit margins while maintaining Prime eligibility
• Using Prime visibility to drive ad performance and catalog growth

We ensure brands don’t just qualify for Prime checkout but also maximize the growth opportunities it creates.

Final thoughts

Amazon Prime checkout isn’t just a perk for shoppers—it’s a growth engine for sellers. Products with the Prime badge gain visibility, credibility, and higher conversion rates.

For brands, the key is not only qualifying for Prime checkout but also managing fulfillment and profitability in a way that drives long-term success.

Amify partners with brands to do just that—helping them leverage Prime checkout to win on Amazon.