Amazon will add a Salesforce Commerce Cloud integration to Buy with Prime in 2024. The announcement comes less than a year after Buy with Prime launched, positioned as a way for Amazon to compete — and eventually integrate with — Shopify.

Buy with Prime sign-ups at NRF

The Buy with Prime/Salesforce news also comes days ahead of the National Retail Federation’s 2024 Big Show in New York City. Amazon plans to share more about its new Salesforce features and sign up merchants for early access at its booth. Buy with Prime enables retailers to sell Amazon-listed products on sites other than Amazon.com, letting customers check out using Amazon’s payment system, with Amazon’s fulfillment network handling delivery.

“The Buy with Prime integration with Salesforce Commerce Cloud empowers merchants to offer their shoppers a new-yet-familiar purchasing option directly within their digital storefronts,” said Peter Larsen, vice president of Buy with Prime at Amazon, in the announcement. “Now with new features that build Buy with Prime seamlessly into search, cart, and checkout, Salesforce merchants have even more flexibility and functionality to provide Buy with Prime while maintaining control over their stores’ look and feel.”

Amazon is No. 1 in the Top 1000. The database is Digital Commerce 360’s ranking of the largest North American online retailers. Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database, which ranks the 100 largest such marketplaces by 2023 third-party GMV. The latest analysis of the industry as a whole is published within the 2023 Global Online Marketplaces Report.

In North America, 76 of the top 2000 online retailers use Salesforce as their ecommerce platform, according to Digital Commerce 360 data. In 2022, those 76 online retailers combined for more than $116.97 billion in web sales.

Buy with Prime — Salesforce and other integrations

In addition to Shopify and — now — Salesforce, Buy with Prime also integrates with the ecommerce platform BigCommerce. On Salesforce’s platform, Amazon’s tool has already been made available to some merchants by invitation, with others gaining access before it launches for all U.S.-based Salesforce Commerce Cloud merchants later in 2024 on the Salesforce AppExchange.

“Buy with Prime for Salesforce Commerce Cloud builds on our efforts to help ecommerce businesses drive profitable growth and superior shopping experiences,” said Michael Affronti, senior vice president and general manager of Commerce Cloud at Salesforce. “As companies look to scale and drive brand loyalty among new and returning shoppers, Buy with Prime offers Salesforce merchants a powerful tool to attract millions of Prime members and grow their businesses through the trusted Prime shopping experience.”

Features included in Buy with Prime integration into Salesforce

As online sellers do business using platforms such as Salesforce and Shopify, Amazon’s Buy with Prime offering for those platforms’ users represents a strategic attempt to extend Amazon services to cases where sales otherwise occur outside of Amazon’s ecosystem. In the case of Salesforce, merchants will be able to add the option to their storefronts without giving up control of the overall shopper experience. Retailers will have the option to customize Buy with Prime’s presence on their product, cart and checkout pages, according to Amazon. In addition, Buy with Prime will automatically sync with Salesforce Order Management. That sync will include orders, promotions and catalog listings.

Amazon will introduce some new Buy with Prime functionality with its Salesforce debut, offering search and filter options that will give shoppers a method to search specifically for Prime-eligible products. Those items will be purchasable in a single-cart experience alongside non-Prime products, Amazon explained in its press release.

Amazon claims Buy with Prime is associated with an average shopper conversion that is 25% higher than what is normally achieved without its features.

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