Amazon “Buy with Prime” for Salesforce Commerce Cloud

Amidst the fierce competition of online sales, shopping cart abandonment is not only a challenge to be tackled, but also a risk to be mitigated.

According to the Baymard Institute, a Danish institution specializing in user experience research, the average shopping cart abandonment rate for online sellers is around 70%.

Once the additional expenses such as shipping costs and taxes have been dealt with, unwanted payment processes emerge as the main complications.

• 25% of users state that they did not complete an order because the platform required them to create an account.
• 19% did not feel safe entering their credit card details on the website.
• 18% felt the payment process was too long and complicated.

Among the emerging solutions that are revolutionizing the management of companies’ online sales operations, Amazon has introduced the “Buy with Prime” integration for Salesforce Commerce Cloud.

This advanced solution, available by invitation from January 2024, allows merchants to offer an innovative yet familiar shopping option, seamlessly integrating into the search, shopping cart and payment processes. While offering greater flexibility and functionality, it does not affect the appearance of online stores.

Let’s take a closer look at the features, benefits and opportunities offered by “Buy with Prime” for those who have chosen Salesforce Commerce Cloud.

Who can use the service and what are the advantages?

The service is available to all US-based e-commerce websites and includes:

• The opportunity to search for and filter “Prime” articles.
• The possibility to purchase “Prime” articles together with other articles in the same order.
• Fast, free, and reliable delivery.
• Amazon product reviews displayed directly on the store website, boosting customer buying confidence.
• 24/7 order management.
• 24/7 support for retailers and end customers through Amazon’s live chat and/or customer service center.
• Automatic returns and refunds to simplify the experience for dissatisfied customers.

Which Buy with Prime integration for SFCC can be optimized most effectively?

Purchasing with “Buy with Prime” on Salesforce Commerce Cloud is an optimal choice for merchants working with:

• Salesforce Storefront Reference Architecture (SFRA), ensuring smooth integration and a consistent user experience.
• Salesforce order management system (OMS), offering effective order management and efficient synchronization.
• Using Amazon Pay or integrating Adyen’s Amazon Pay as a payment service provider, ensuring a variety of secure and reliable payment options for customers.

These combinations facilitate purchases and enable smooth transaction management, enhancing online business operations. Stores using Site Genesis or Lightning Components from Salesforce can also adopt this new method with a simple customization.

A brief insight into the integration features and details

Salesforce SFRA

• Buy with Prime is easily integrated in the online buying experience on Salesforce Commerce Cloud.
• Buy with Prime synchronizes the catalogue automatically, simplifying “Prime” product selection.
• Customers can customize their shopping pages or use a search filter.
• The appearance of the Buy with Prime button can be customized by choosing the position, size and shape.
• Customizable components can be added to the product pages, shopping cart and checkout to highlight “Prime” items and expected delivery dates.

OMS

• Subject to verification, for the standard implementation of Buy with Prime no customization is required to work with Salesforce OMS.
• Customers can add “Prime” and non-“Prime” products in a single cart and then checkout in one transaction: Buy with Prime orders are fulfilled using Amazon’s Multi-Channel Fulfillment (MCF).
• Buy with Prime adds details to the Salesforce order document by identifying products purchased through Buy with Prime before Salesforce sends the order to OMS.
  Buy with Prime sends order status updates in the same way that other 3PL providers do and that OMS uses to initiate payment collection once the item has been shipped.

Amazon Pay/Adyen​

• To use Buy with Prime, Amazon Pay must be enabled on the e-commerce site, providing significant benefits such as:
  • Expansion of the regular user base.
  • Fast and familiar payment method that allows shoppers to checkout on the e-commerce site using the shipping and payment information stored in their Amazon account.
• If the buyer uses Amazon Pay integration with Adyen, the payment authorization and handling are managed through Adyen.

How does the user journey work?

Below is an example of the user journey in Salesforce Commerce Cloud where the Buy with Prime service is available in the purchase flow for a selection of products:

Customers can manage the order from different points:

• from the shopper’s order history page;
• from the shopper’s order confirmation email;
• from the “Buy with Prime” order confirmation email; 
• from the “Your Orders” section of their Amazon “Prime” account.

What are the advantages of the Amazon service?

Amazon Reviews

Reviews from Amazon provide greater security when making purchasing decisions by allowing customers to customize their display: ranking filters and categories such as “best reviews” and “most recent” are available. It is also possible to expand further on the information, including the total rating count, individual reviews, verified purchase badge and review dates on “Buy with Prime” product pages.

Customer service

Amazon Prime subscribers, who use the “Buy with Prime” service for their purchases, can easily contact Amazon’s live chat customer service via “Buy with Prime Assist” by selecting “Start chat” on the order details page or by clicking “Contact us” in the order confirmation email.
This service is available 24/7 at no extra cost to buyers. “Buy with Prime Assist” offers comprehensive support for post-order enquiries relating to your purchases; however, it does not handle pre-order customer enquiries, which are addressed directly to the store’s customer service.

Architecture example

Below is an example of the architecture for a brand that already has Salesforce Commerce Cloud (SFRA version), Salesforce Order Management System, Salesforce Marketing Cloud, Adyen and Amazon Pay active:

Comparative assessment of services

Our advisory team can assist you in conducting an overall assessment of the service, taking into account the associated costs and comparing them with those currently incurred in selling and distributing the goods in the US.
We can also analyze the differentiated services offered by Amazon, such as logistics and customer service, compared to the current level of service. For example, if you are using Amazon logistics, you could benefit from faster delivery times.

Find out more with Alpenite

If you have read this far, it means that the subject is of interest to you. Contact us for a personal consultation and find out how we can optimize your services and reduce costs.
With its constantly evolving expertise, Alpenite can meet your requirements by finding the most suitable solution for your business.