Amazon Expands Buy with Prime to Fossil.com: A New Era for Direct-to-Consumer Shopping

With a mission to provide seamless shopping experiences, Buy with Prime was launched in 2022, enabling direct-to-consumer (DTC) brands to leverage Amazon's extensive fulfillment network. This service allows Prime members to shop directly from participating brands' websites, enjoying benefits such as fast and free delivery, easy returns, and around-the-clock customer support.

Starting February 2025, Prime members will have the opportunity to shop on Fossil.com using their Prime benefits, which will include access to popular items like Fossil's best-selling watches, handbags, and jewelry.

Ellie Quartel, Senior Vice President of Digital at Fossil Group, expressed enthusiasm about the partnership, stating, "At Fossil, we value time. Especially our customers’. This February, we're thrilled to offer our customers an even easier, faster way to shop with us through Buy with Prime.” She highlighted that the collaboration allows customers to enjoy the swift delivery and hassle-free returns associated with Amazon Prime while shopping directly on Fossil's website.

Peter Larsen, Vice President of Buy with Prime and Amazon Multi-Channel Fulfillment, added, "This collaboration brings together the best of both worlds—Fossil's timeless style and our timely deliveries." His comments underscore the commitment to enhancing the shopping experience for Fossil's customers.

Fossil will feature its core styles through Buy with Prime, allowing customers to add Prime-eligible items to their cart as they normally would. At checkout, shoppers can log into their Amazon accounts to verify their Prime membership and complete their purchase using Fossil’s payment options. Once an order is placed, Amazon will handle fulfillment, ensuring that orders are processed efficiently.

Post-purchase, Prime members can manage and track their Buy with Prime orders through multiple channels, including their Fossil and Amazon order confirmation emails. This integrated approach aims to streamline the shopping process and increase customer satisfaction.

Amazon is set to showcase this collaboration at the National Retail Federation’s 2025 Retail’s Big Show in New York City from January 12-14. Attendees can visit the Buy with Prime and Amazon Multi-Channel Fulfillment booth (#5438) to learn more about the new offerings. Additionally, they will have the chance to win some of Fossil’s best-selling watches and accessories.

The presence of Amazon MCF representatives will provide merchants with insights into how they can leverage Amazon’s fulfillment capabilities across various channels beyond Amazon.com, including their own e-commerce sites, other marketplaces, and social media platforms.

Since its inception, Buy with Prime has aimed to assist DTC merchants in overcoming challenges related to customer acquisition and conversion. As the service continues to expand, it has successfully partnered with numerous brands across categories such as Health & Wellness, Beauty & Grooming, Food & Beverage, and more. Notable partners include Steve Madden, Belkin, and Elizabeth Arden, among others.

Buy with Prime not only enhances the shopping experience for consumers but also empowers merchants with valuable customer data, such as email addresses for customer orders. This information can facilitate improved customer service and foster long-term relationships with shoppers. The offering has demonstrated tangible results, with merchants experiencing an average 16% increase in revenue per shopper and significantly reduced customer acquisition costs.

With 50% of Prime members more likely to repurchase from DTC sites offering Prime benefits, and 95% of shoppers indicating a likelihood to use Buy with Prime again, the service is poised for continued success in the evolving retail landscape.

Amazon's expansion of Buy with Prime to include Fossil.com marks a significant step forward in the DTC shopping experience. By merging Fossil's brand equity with Amazon's logistical prowess, this collaboration not only enhances customer convenience but also sets the stage for future growth in the e-commerce sector. Prime members looking to take advantage of this new shopping opportunity can stay tuned for the launch next month, as they prepare to enjoy the best of both worlds: stylish accessories and seamless delivery.