As the largest online marketplace in the US, Amazon continues to raise the bar as an e-commerce innovator. Recognizing the value for shoppers as well as brands, Amazon released Buy With Prime last Spring. This functionality allows shoppers to check-out from a DTC site with their Prime account, Amazon fulfills the sale and customer data is shared with both parties.
Since launch, Kepler has had the opportunity to support the related ads features, via Amazon Display Ads, which allows advertisers to reach audiences of engaged Amazon shoppers and leverage exclusive insights to direct traffic to their DTC site. Early results show that on average, using Buy With Prime increases shopper conversions by 25%. To understand more about if Amazon Buy with Prime could benefit your brand we have pulled together the most critical implementation guidelines and best practices -
Buy With Prime (BWP) Qualifications and Implementation
The list of prerequisites to implement Buy with Prime is short but critical:
- US-based advertiser
- Existing e-commerce site
- Amazon seller or vendor, fulfilled by Amazon
The on-site linking and implementation process follows a few straightforward steps:
- Sign up to create a Buy With Prime account
- Link seller or vendor central account and import products
- Choose relevant products
- Create and install BWP button and code on site
Buy With Prime (BWP) Advertising Opportunity
Once BWP is active on a DTC site, brands have access to net new advertising opportunities within Amazon Display Ads, previously not available to “link out” campaigns. This includes more customized ASIN (SKU) based targeting.
Coupling the addition of BWP on DTC sites, with active Amazon advertising has a number of key benefits for marketers:
- Amplify the brand to shoppers you know will have access to a seamless checkout experience, reducing purchase friction
- Reach millions of engaged Amazon shoppers. Leverage in-market consumer shopping signals to inform your strategy. Connect with the right users, at the right time, to drive action on site
- Partner with Amazon experts. Given the strategic importance of BWP at Amazon, there is extensive lean in to provide support with strategy, optimization, and creative resources
- Enhance your brand’s credibility and increase site traffic with the addition of Amazon’s logo within creative messaging
Kepler Best Practices and Learnings
Audiences
- Investment in ASIN-based targeting strategies drives strong results, particularly product view audiences
- Currently, to leverage this targeting feature for link-out campaigns, Amazon needs to individually approve the BWP Entity from the backend
Inventory
While BTW retailers can link directly to their DTC sites, they are still not allowed to serve on Amazon owned & operated properties which also include FreeVee, IMDB.com and Twitch. There are two inventory sources available for BWP campaigns, and best practices are to test each one in it’s own line item:
- Amazon Publisher Direct
- Third party exchanges
Tracking
For “conversion tracking” in your campaign settings, the best practice is to leverage both pixel-based tracking as well as ASIN product tracking to understand the impact the ads have on both DTC and Amazon sales. Currently, the recommended pixel setup is to create at least three simple pixels:
- DTC homepage
- DTC “success” page, post-checkout
- Product purchase in Merchant Console to track BWP sales
The “next gen” Amazon pixel, Amazon Ad Tag, allows for full site tracking with one implementation - this is not yet available for BWP DTC sites, but should be released later this year
Messaging Resources and Considerations
All BWP advertisers have access to the Marketing Toolkit for Buy With Prime. This supports brands in creating assets with the appropriate branding and look and feel, while finding seamless ways to incorporate BWP language and logos. The toolkit provides detail information on:
- General imagery and copy guidance including taglines for web, banners, social posts, and email subject lines
- Specific guidance and sample messaging for each site
- Additional guidance and sample messaging for social, email, and search (For messaging on social as an example, your brand can sync the BWP catalog with the Meta catalog to begin generating ads featuring BWP badge)
- Integration with Meta’s Conversions API (CAPI) to attribute ads
A few notable creative requirements and guidelines:
- Stay authentic to your brand voice and imagery
- Use BWP badge with your brand logo
- Write” Buy with Prime”, “Amazon Prime”, “Amazon Prime members” (don’t use “Prime” on its own)
- Mention key benefits such as fast free shipping, free returns on eligible orders, seamless checkout integrated on DTC stores
What’s Next?
As we inch closer to Prime Day, it is “prime” time to consider how Amazon and BWP may help in scaling your DTC sales, in addition to on-Amazon activity. If you’re ready to amplify your ecommerce sales and want to learn more about Buy With Prime, reach out to our Kepler Amazon team and we can help you begin the process.
