September 30, 2025 – Amazon.com Inc. (NASDAQ: AMZN) has announced an exciting expansion of its Buy with Prime program, now including two prominent lifestyle brands: Dearfoams, renowned for its comfortable slippers, and Baggallini, a rapidly growing name in travel and lifestyle handbags. This initiative aims to enhance the shopping experience for millions of U.S.-based Prime members, offering them increased selection beyond the Amazon platform while maintaining the benefits of their Prime membership.

1. Enhancing the Prime Experience

With Buy with Prime, Amazon is enabling brands to leverage its robust logistics and customer service while selling directly to consumers on their own websites. Prime members will enjoy benefits such as fast and free delivery, easy returns, and 24/7 customer support when shopping on Dearfoams.com and Baggallini.com.

Since its initial launch with Dearfoams this summer, the program has seen significant customer adoption, prompting Dearfoams to expand its offerings to over 50 products. Following suit, RG Barry Brands has integrated Buy with Prime into Baggallini.com, featuring more than 40 of the brand's best-selling bags.

Corinne Baker, Senior Vice President of DTC, E-Commerce & Marketplaces at RG Barry Brands, emphasized the alignment of the shopping experience with the quality of their products. “Buy with Prime extends that promise to the shopping experience itself,” she stated. “Whether it’s Dearfoams delivering comfort in every step or Baggallini’s signature style, the shopping experience now matches our product experience: effortless and built with our customers in mind.”

2. Streamlined Checkout Process

The checkout process for Prime members is designed to be seamless. Shoppers can easily add Prime-eligible items to their cart on Dearfoams.com and Baggallini.com. At checkout, they can log into their Amazon account to confirm their Prime membership, after which they can complete their purchase using the brands’ various payment options. Amazon then fulfills the order, allowing customers to manage and track their purchases through their Amazon account or via the brand’s order confirmation email.

Featured Products

Buy with Prime offers several best-selling items from both brands, including:

Dearfoams Women's Fireside Sydney Genuine Shearling Scuff

Dearfoams Men’s Fireside Grafton Genuine Shearling Clog

Dearfoams Women’s Hannah Festive Knit Clog

Dearfoams Men’s Brixen Energy Return Bootie

Baggallini’s Modern Convertible Travel Backpack

Baggallini’s Central Park Sling

Baggallini’s Modern Everywhere Slim Crossbody

Baggallini’s Securtex Anti-Theft Vacation Backpack

Peter Larsen, Vice President of Amazon Multichannel Commerce & Fulfillment, expressed enthusiasm for the expansion, stating, “Dearfoams for downtime, Baggallini for go-time—Prime members can now get both in no time. We are thrilled to bring Buy with Prime to Dearfoams.com and Baggallini.com, giving customers a fast, trusted way to shop the brands they love.”

3. A Win-Win for Brands and Customers

Since its inception in 2022, Buy with Prime has aimed to assist direct-to-consumer (DTC) merchants in overcoming challenges related to customer acquisition and conversion. The program has proven effective, as 50% of Prime members are more likely to return to DTC sites that provide Prime shopping benefits. Furthermore, a staggering 95% of shoppers who have utilized Buy with Prime indicated they would likely use it again.

Merchants participating in Buy with Prime also gain valuable insights into shopper behavior, receiving email addresses linked to customer orders, which can facilitate improved customer service and foster direct relationships with shoppers.

In summary, Amazon's expansion of the Buy with Prime program to include Dearfoams and Baggallini represents a strategic move to enhance the online shopping experience for Prime members while simultaneously providing brands with the tools to thrive in the competitive DTC landscape.

Original press release