Amazon tests Prime shipping benefits on third-party sites without requiring an Amazon login

Amazon is testing a program that allows shoppers to receive Prime shipping on external merchant websites without logging into an Amazon account, with the retailer validating and syncing Prime membership in the background while merchants retain control of checkout, customer data, and branding. The pilot, described as a “Confidential Product” in seller invitations seen by Business Insider, is being run by the Buy with Prime team and targets a narrow group of multichannel fulfillment merchants whose own DTC websites generate more sales than their Amazon storefronts. The move puts additional pressure on Shopify by embedding Amazon's logistics infrastructure deeper into independent merchants' sites, while removing the login friction that had limited adoption of the original Buy with Prime program.