In a significant move to enhance its Direct-to-Consumer (DTC) offerings, Amazon.com Inc (NASDAQ: AMZN) announced on March 5, 2025, that its "Buy with Prime" feature will now be available for all products on Gabb.com. Gabb, known for providing safe technology for kids, will now allow Prime members to leverage their membership benefits when shopping for Gabb's range of products, including kid-safe watches, phones, and accessories. This expansion promises to enhance the shopping experience for millions of U.S.-based Prime members while also benefiting Gabb's business model.

2. What is Buy with Prime?

"Buy with Prime" is a service introduced by Amazon in 2022 to help DTC merchants overcome hurdles such as customer acquisition and conversion. This feature allows shoppers to use their Prime membership benefits—including fast, free shipping, easy returns, and 24/7 support—when making purchases directly from brand websites. Initially available for only select Gabb accessories in 2023, the service has now expanded to include the entire product line offered by Gabb.

3. Gabb's Embrace of Buy with Prime

Dani Strong, Gabb’s Director of Marketplaces, expressed enthusiasm about the integration of Buy with Prime, stating, “Buy with Prime has been a very impactful tool for us. It creates such a smooth experience. We turned it on and we were like ‘whoa.’ We wish we had done this a year-and-a-half ago." This sentiment underscores the immediate positive impact that Amazon’s DTC offering has had on Gabb's operations and customer outreach.

API Integration Benefits

The seamless incorporation of the Buy with Prime API into Gabb's existing storefront is noteworthy. This integration allows Gabb to maintain control over its brand while simplifying day-to-day operations, including order management and inventory tracking. The API's capability to implement serial number tracking also ensures that devices can be activated before reaching customers, enhancing user experience.

4. Enhanced Shopping Experience for Parents

The expansion of Buy with Prime makes it easier for parents to purchase safe technology for their children. When shopping on Gabb.com, customers can easily identify Prime-eligible items and complete their purchase by logging into their Amazon account. This streamlined checkout process allows for a variety of payment options and ensures that orders are fulfilled directly by Amazon, which adds a layer of reliability for consumers.

Gabb’s Product Range

Gabb's full range of kid-safe tech available through Buy with Prime includes:

Gabb Watch 3e

Gabb Phone 4 Pro

Stylish accessories like watch bands and screen protectors

5. Broader Implications for E-commerce

The expansion of Buy with Prime to include Gabb.com is part of Amazon's larger strategy to collaborate with a diverse array of brands across various sectors, from Health & Wellness to Home & Garden. Other notable brands that have adopted this service include Fossil, Steve Madden, and bareMinerals, among others.

Economic Impact on DTC Merchants

The success of Buy with Prime is evident in the metrics it has generated for DTC merchants. According to Amazon, businesses leveraging this service have seen an average revenue increase of 16% per shopper, with 50% of Prime members more likely to return to DTC sites that offer these shopping benefits. The program aims to create long-term relationships between brands and consumers, fostering loyalty and repeat business.

6. Conclusion

Amazon's announcement on March 5, 2025, signaling the expansion of Buy with Prime to Gabb.com, marks a significant advancement in the DTC landscape. By enhancing the shopping experience for Prime members and providing a robust platform for brands like Gabb, Amazon continues to solidify its position as a leader in the e-commerce sector. As Buy with Prime continues to grow, it will likely reshape consumer expectations and merchant strategies in the ever-evolving world of online shopping.

Original press release