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What Is Amazon Buy With Prime? [2023 New Integrations and Capabilities]

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What Is Amazon Buy With Prime? [2023 New Integrations and Capabilities]

Ready to grow your DTC store and give customers more of what they want? If so, it’s time to add ‘Buy with Prime’ to your ecommerce site. Launched in April 2022, this Amazon offering allows merchants to easily offer the Prime shopping experience to customers. But how does it work?

In this post, we’ll cover everything you need to know about Buy with Prime including how it works, benefits, getting it on your site, the latest integrations and more. Let’s dive into it.
 

What is Buy with Prime?

 
Buy with Prime allows businesses to grow their online storefront by enabling customers to access the fast, free, and seamless checkout experience Amazon Prime members know and love. This means Buy with Prime is no longer limited to Amazon’s storefront alone. Prime benefits are top-of-the-line and now, these benefits can extend to a wider variety of sites improving customer experience and helping merchants accelerate their business. 

Source: Amazon

 

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According to internal Amazon Data, Buy with Prime has been shown to increase shopper conversion by 25%* on average.

 
*This data point measures the average increase in shoppers who placed an order when Buy with Prime was an available purchase option versus when it was not, during the same time period. – Amazon
 

How Does Buy with Prime Work?

 
If you choose to add Buy With Prime to your storefront, when a user is viewing a product on your DTC site, they will now see a ‘Buy with Prime’ logo as well as an option to Buy With Prime (along with existing checkout options). Once the Buy With Prime button is clicked, the user will be prompted to log in to their Amazon account and from there, the checkout menu automatically populates all of the customers’ preferred payment and shipping information from their Amazon account. Buy with Prime makes the shopping experience seamless for both consumers and merchants.

Example of Buy With Prime Site

Source: Amazon

 

“Amazon’s Buy With Prime program brings the Amazon Prime shipping experience and world-class convenience which shoppers have all grown to love to brand sites across the web. Amazon shoppers will be delighted to be able to enjoy the same treatment they are used to on Amazon now being made available across their favorite brand stores.”

 

 
— Pat Petriello, Director, Amazon Strategy at Tinuiti
 

The Benefits of Using Buy with Prime

 
There are a variety of benefits when it comes to the new Buy with Prime feature that you should consider, including:
 

Giving Customers a Familiar Shopping Experience

 
Buy with Prime adds even more value to an Amazon Prime membership. Consumers know, love, and shop on Amazon frequently. By adding the Buy with Prime button to your DTC site, you can give shoppers a sense of familiarity and trust knowing that they will receive fast, free shipping with transparent delivery times as well as free returns on eligible orders. Easily turn Amazon customers into your customers, drive traffic to your site, and convert shoppers quickly with Buy With Prime.
 

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“Buy with Prime offers merchants an exciting new way to help improve onsite conversion, while blending the best in what Amazon Prime fulfillment has to offer, with the branding & customer retention strengths that a DTC site can provide.”

 

 
— Josh Brisco, Group Vice President, Acquisition Media at Tinuiti
 

Building Stronger Relationships 

 
With Buy With Prime, sellers will have access to customer order information like names and email addresses which you can utilize to build relationships with your shoppers via customer service, marketing, promotions, etc. (in compliance with privacy policies and applicable law)
 

“For over 20 years, we’ve been empowering small and medium-sized businesses with opportunities to grow. Allowing merchants to offer Prime shopping benefits on their own direct-to-consumer online stores is an exciting next step in our mission to help merchants of all sizes grow their business—whether on Amazon or beyond. With shoppers purchasing directly from merchants’ online stores, Buy with Prime will allow merchants to build customer relationships and brand loyalty while offering conversion-driving benefits like fast, free shipping (Source).”

 
— Peter Larsen, Vice President of Buy with Prime at Amazon
 

Fulfillment Made Easy

 
For sellers utilizing FBA (Fulfilled by Amazon), the setup process is simple considering Amazon can use your inventory (already stored at their fulfillment centers) to complete Buy with Prime orders. To make things even easier, with FBA, Amazon takes care of the storage, delivery, and returns so you can stay focused on driving sales.
 

New Integration with Big Commerce

 
On January 10, BigCommerce announced the Buy with Prime app for BigCommerce. This new self-service integration will help BigCommerce merchants easily enable Buy with Prime on their storefronts—no coding required.

“We’ve been working closely with merchants since launching Buy with Prime, and we’re thrilled to hear that the program has helped drive such impressive results so far. We’ll continue innovating and investing in new features and tools to help merchants of all sizes succeed—and give Prime members the shopping benefits they love, whether it’s on Amazon or beyond.” – Amazon
 

How to Add a Buy with Prime Button to Your Website

 

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According to a recent announcement, Buy With Prime is no longer invitation only. The program will be widely available to more U.S.-based merchants by January 31, 2023.

 
FBA merchants can add Buy with Prime to their website in just a few clicks. You can confirm if you are eligible here. Check out the four-step process below.

  • Step 1: Sign up and Create an Account
  • Step 2: Set up Buy With Prime
  • Step 3: Designate Products
  • Step 4: Add Buy with Prime Button

 

Buy With Prime Set Up Steps

Source: Amazon

Hot tip: Make sure you have registered for Amazon Pay to ensure a frictionless checkout experience for buyers.

Buy with Prime is designed to work with most ecommerce providers. And when it comes to cost, Amazon noted, “Using Buy with Prime, merchants simply pay for what they use. Pricing is based on a service fee, a payment processing fee, and fulfillment and storage fees that are calculated per unit. With no fixed subscription fee or long-term contract required, merchants can expand selection or cancel at any time” (Source).

 

Expand Your Reach With Amazon Display Ads

 
When you’re a Buy With Prime merchant, you also have the opportunity to accelerate your business even further by incorporating Amazon Display Ads into your marketing strategy. With Amazon Display Ads, you can drive traffic to your DTC site by remarketing to Amazon audiences on third-party websites. Plus, you’ll have access to exclusive insights and Amazon shopping signals to build audiences so your ads connect with the most relevant consumers. When you partner with a dedicated agency like Tinuiti, you’ll have support to produce your creative assets and manage the ongoing performance of your advertising. 
 

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How Buy with Prime Works for Customers

 
Incorporating Buy with Prime into your ecommerce site is a huge win for shoppers as it elevates their shopping experience as a whole. Consumers will just have to look for the Prime logo as they shop at participating merchants’ online stores. From there, they will have access to the fast, free shipping that they’ve grown accustomed to with Amazon Prime. Users can easily complete their order in just a few clicks and will receive order updates just like they would when purchasing directly from Amazon.com. 
 

Interested in Buy With Prime?

 
If you’re interested in adding Buy with Prime to your DTC website, you’ve come to the right place. Tinuiti is proud to be an Amazon Ads Advanced Partner and we have a dedicated team of experts in place to get Buy With Prime up and running on your site. If you’re interested in learning more about this new feature or any of our wide variety of Amazon services, please contact us today.
 
Editor’s Note: This post was originally published in September 2022 and has been updated for freshness, accuracy, and comprehensiveness.

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How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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