As an answer to fast-growing Shopify, Amazon plans to launch what is effectively “Amazon as a Service,” which they are calling Buy with Prime. The pitch is to allow merchants the “shopping benefits of Prime…whether they sell in Amazon’s store or beyond.” The service will bundle Amazon’s Prime delivery service (and returns management) along with Amazon Pay checkout, running from merchants’ own websites. Significantly, merchant will also “receive shopper order information, including email addresses, which they can use to provide excellent customer service, and build direct relationships with shoppers.” The initial launch invites are limited to merchants using Fulfillment by […]