Amazon is extending Amazon Prime benefits to purchases made on other retail sites. At least that's what it's trying to do, and has succeeded with at least one retailer.
Re/code reports that Amazon has been reaching out to various retailers with such a plan, which it refers to internally as Prime Pass, and that British fashion retailer AllSaints is on board. Re/code's Jason Del Rey spoke with executives from both Amazon and AllSaints about the development, which will see shoppers on these other sites being able to take advantage of free, next-day shipping.
AllSaints is advertising products in Amazon search results, and according to the report, Amazon charges it a small fee when a customer clicks through without taking anything from the actual sale. Del Rey notes that some retailers have declined offers from Amazon to take part in the program, and are actually turning to Amazon competitors for similar relationships.
There's not a lot of sharing of customer data with the initiative. The report says Amazon only gives retailers customer names and email addresses, and Amazon only sees the purchase total, and not the actual items.
Just about every consumer-facing move Amazon makes these days is a play to get more people signed up for Prime. In fact, the company just announced that it's giving unlimited photo storage to members. If this Prime Pass thing is able to get a significant number of retailers on board, it would certainly make Amazon Prime much more enticing to online shoppers.
For Amazon, it could firmly implant its presence throughout the e-commerce ecosystem, which it is already such a huge part of.
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