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How Amazon Pay Can Increase Your E-Commerce Traffic

Last updated: June 19, 2019
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Amazon has quickly become everyone’s hub for anything they need on demand, and Amazon Pay is spreading the convenience further and further into every corner of the internet.

Amazon Pay makes it simple for hundreds of millions of Amazon customers around the globe to shop on participating websites or apps using their existing Amazon accounts. Customers can conveniently check out without leaving a site or creating a new account, which saves both time and frustration in the shopping experience.

If you’re considering offering Amazon Pay on your online store, here are the benefits to consider and how to install it on your site. Plus, we show you five brands that are using Amazon Pay so you can see it in action.

What Is Amazon Pay?

Amazon Pay is a plug-in that a merchant can add to their web store that allows their customers to use the information stored in their Amazon account to make a payment. Instead of creating a separate login and password and inputting their credit card information and address, the customer simply inputs their Amazon login and can check out seamlessly using information Amazon already has in their system.

With a fast and easy checkout process, an increased number of customers follow through on the items they place in their cart since they don’t have to pull out their wallet or create a new account.

Why Should a Merchant Offer Amazon Pay?

The benefits of Amazon payments don’t just end with shoppers. Merchants will enjoy increased customer reach and conversion rates, reduced cart abandonments, and a seamless checkout experience for their customers across desktop, mobile, and voice. Patrons can pay for products and services without creating a new account or leaving the site.

There’s no doubt that Amazon has long been a leader in e-commerce innovation, and by opting in with their easy payment processing, businesses have access to a plethora of tools and resources to help scale their business. Here’s a breakdown of some of these advantages:

Build Rapport With Customers

Amazon Pay helps businesses build rapport with loyal customers who will return again and again. With this tool, stores can maintain close relations with their customers, as well as retain complete control over the quality of their shopping experience from front to back.

Amazon currently makes up more than 49% of total online shopping in the United States, according to eMarketer, and as people become more accustomed to the convenience of the “one-click buy,” shoppers will begin to expect this treatment across more platforms.

Increased Conversion Rate

The proof is in the numbers. According to Amazon Pay’s merchant success stories, businesses like FlooringSuperstore.com have increased their customer confidence by offering the service, and reduced checkout time from minutes to seconds. The company’s commerce manager, Andrew Kennedy, states that they have noticed increased conversions by as much as 44% and a 10% year-over-year bump in revenue.

Offering Amazon Pay as a payment method will not only increase conversion by omitting the need to manually enter payment details, but it will make customers more confident because they’re checking out with a trusted secure platform. Additionally, all transactions completed on either the company’s website or their own customer relationship management tool (CRM) are integrated with Amazon Pay, so tracking and projecting sales are easier than ever.

Progress and Innovation

Amazon Pay is perpetually on the path of innovation. Merchants and their customers will always enjoy new and improved features and updates that keep up with ever-changing needs of the online marketplace. Merchants can even offer subscription services through Amazon Pay for those who provide products or services that customers may need on a recurring basis.

Universal, portable, and mobile-friendly, customers are able to make purchases whenever and wherever, and there are no signs of this trend slowing down. Businesses will enjoy the ability to utilize Alexa to engage their shoppers and provide assistance on a range of activities such as recommendations, order status notifications, and customer service. It’s now easier than ever for companies to meet their buyers’ expectations to purchase what they need as they go about their busy day, however they like to shop — online, mobile, or voice.

Reduced Costs and Fraud Prevention

Amazon Pay can reduce the costs for merchants and their customers. Merchants avoid setup costs and monthly fees, and Amazon assists in detecting fraud attempts. Minimizing the probability of fraudulent activity reduces risk and bad debt on the merchant’s end.

Amazon recognizes a merchant’s customers are their family, and are therefore protected with the “A-to-z Guarantee.” This protects customers when they purchase items sold and fulfilled by a third-party seller, and covers both the timely delivery and the condition of their items. If either are unsatisfactory, Amazon’s team will analyze the incident and determine if the customer is eligible for a refund.

How to Integrate the Amazon Pay Button

Merchants who choose to integrate their existing e-commerce platform with Amazon Pay will experience the advantage of connecting with over 300 million active Amazon customer accounts, including 100 million Prime customers making transactions in more than 170 countries. Businesses may leverage this expanded network to help build customer engagement and loyalty.

Amazon has made it easy for companies to add the Amazon payment option to their checkout platform. Simply select one of their solution providers’ e-commerce platforms, set up an Amazon Pay Merchant account, and activate the free plug-in.

For a simple way to add the feature to a store’s current available checkout options, Amazon offers a three-step “Express Integration,” which is as simple as copying and pasting code.

1. Create a ButtonAmazon Pay tutorial

With Amazon Pay’s handy button generator, merchants can design their own clickable image to direct the customer to their Amazon account where the remainder of their transaction will be hosted.

2. Button Code

Once the design is completed, Amazon generates a custom string of code which the merchant will apply wherever they would like it to appear on their website.

3. Collect Payments

Voilà! A store may collect payments at this point, and is on its way to building lifelong partnerships with loyal new and repeat customers.

To start from scratch and create an Amazon Merchant account, check out this tutorial from Amazon’s help center.

See It In Action: 5 Brands for Creatives That Use Amazon Pay

The e-commerce marketplace is a hub for creative entrepreneurs looking to purchase the tools of their trade, and the following brands have integrated Amazon Pay seamlessly. Take a look at how these brands do it to get some inspiration for your own company.

1. Canon USA

Amazon Pay on CanonSince Canon set up shop in New York in 1955, this Japanese-born imaging company has remained the top of the camera brands and a leader in product development. Amazon customers who practice photography won’t have to fuss with digging out their credit card, or trying to remember that forgotten PayPal password. No matter their skill level, pixel-pushers can enjoy hassle-free transactions at the Canon website by selecting the Amazon Pay button located under their pre-tax total at checkout.

2. BodyBuilding.com

Amazon Pay on BodyBuilding.comFitness influencers no doubt have a pantry full of supplements and accessories, which can be tough to keep up with, but why should purchasing your necessities be complicated? BodyBuilding.com, the world’s most-visited source for training literature and workout plans, makes the checkout process lightning fast with Amazon Pay. You can get your supplies quickly and get back to pumping iron.

3. Vintage King

Amazon Pay on Vintage KingMusic gearheads aren’t just obsessed with cutting-edge equipment; Vintage King is living proof that audiophiles love playing and experimenting with vintage tech. VK is committed to providing their clientele with a seamless shopping experience, so they offer one-click checkouts with Amazon Pay.

4. Hobby Works

Amazon Pay on Hobby WorksHobby Works is the perfect destination for hobbyists of many varieties, and now customers can get their trains, model kits, toys, paints, supplies, and much more at the click of a button thanks to Amazon Pay. Gone are the days of easy checkouts for repeat customers only. Even if you’re a new customer to Hobby Works, they make it easy to log in to your Amazon account at the top right corner of their site, so there’s no struggle with other payment options.

5. Kylie Cosmetics

Amazon Pay on Kylie CosmeticsBeauty bloggers in the United States and beyond are well aware of reality star and makeup mogul Kylie Jenner’s line, Kylie Cosmetics, and now her cult following can grab her coveted lip kits at lightning speed with help from Amazon Pay. With her fans’ best interest in mind, Kylie has made the shopping experience that much more enjoyable and stress-free for her clientele of freelance makeup artists, beauty influencers, and superfans.

Integrate With Amazon Pay and Breathe Easy

With Amazon Pay’s convenient solutions for both the merchant and the buyer, along with the service’s ironclad security parameters and business scalability, it’s clear where the future of e-commerce lies. Get Amazon Pay set up in your store today and enjoy increased conversions and peace of mind.

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