Buy with Prime: What D2C Brands Actually Get From It

A D2C brand with a Shopify checkout and an Amazon listing eventually hits a smaller question. When a shopper already has a Prime account, which cart should close the sale.

Buy with Prime is Amazon’s answer. It puts Amazon’s Prime badge, saved payment, and delivery promise on a brand’s own product page. Amazon fulfils the order behind it, so the purchase reads as on-site while the logistics run inside Amazon.

Graza runs the Prime badge as paid Google inventory

One brand in the d2cplay series uses the feature in a way it was not built for. Graza runs “Amazon Graza Olive Oil - Buy With Prime” as a Google Shopping ad landing on amazon.com/graza/oliveoil, pulled from its Google account in March 2026. It sits alongside four other Shopping ads pointed at Amazon, including “Amazon Olive Oil - Shop On Amazon” and “Graza Sizzle Oil - Buy On Amazon”.

Five Shopping ads driving to Amazon, and no other brand in the series did this. Ridge, RYZE, Little Sleepies, and Fresh Clean Threads all sent their Google Shopping traffic to their own DTC sites. Graza is the only one paying Google to route buyers into Amazon.

That inverts the vendor pitch. Amazon frames Buy with Prime as an on-site checkout that keeps a shopper on the brand’s store. Graza treats the Amazon destination as the store and buys Google clicks to feed it.

What the case studies count, and what they leave out

The public evidence leans almost entirely on conversion. Tentree reports 34% higher conversion after adopting it, and Trophy Skin reports 30% of its orders arriving through Prime checkout within months.

Both numbers travel through Amazon’s own case-study library, the largest published collection of Buy with Prime results. Amazon has a direct interest in keeping that collection favourable.

A conversion lift is not a profit result. The reported figure is the share of shoppers who checked out, not what the brand kept after fulfilment. The second question is the one the fee schedule answers.

The 2026 fee math the badge doesn’t show

Two 2026 changes moved the economics against the feature. Amazon raised Buy with Prime fulfilment fees by an average of $0.24 per unit from 15 January 2026, the same schedule that hit FBA and Multi-Channel Fulfilment. A 3.5% fuel and logistics surcharge then landed on US Buy with Prime fulfilment on 2 May 2026, described as temporary.

Both are charged on the fulfilment fee, not the order value. For a low-AOV consumable like a squeeze bottle of olive oil, fulfilment is a large fraction of the unit cost, so a flat per-unit rise bites harder than it would on a $200 order. The conversion lift and the fee increase pull in opposite directions, and only one of them appears in the case studies.