Amazon Buy with Prime and Seller Central: Why Optimization Is Critical for eCommerce Growth in 2025

eCommerce is evolving at an accelerated rate with the help of AI.  As a result, sellers face increased pressure to streamline fulfillment, build consumer trust, and compete for visibility amidst a crowded digital marketplace. Amazon's latest innovations—specifically Buy with Prime and Seller Central enhancements—offer powerful opportunities for both DTC and marketplace-first merchants. Here’s why optimizing your Amazon presence isn’t just recommended; it’s essential.

What Is Buy with Prime?

Buy with Prime enables eCommerce merchants to offer Amazon's trusted delivery, payment, and customer service experience directly on their own websites. When a customer sees the Prime badge on a non-Amazon store, they know they can check out using their Amazon account and receive fast, reliable shipping.

Latest Enhancements in 2025:

• Conversion Boosts: Merchants using Buy with Prime report conversion increases of up to 25%.

• Direct-to-Consumer Integration: Seamless syncing with platforms like Shopify and BigCommerce.

• Data Access: Purchase and site performance data can now be integrated with platforms like Google Analytics and Klaviyo.

• Fulfillment Discounts: New sellers can access MCF incentives, including reduced fees on the first 100 fulfilled units.

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Shopify Merchant Success Case Studies

Case: Partake Foods (Shopify + Buy with Prime)

Partake Foods, a Shopify-based food brand, integrated Buy with Prime to extend Amazon's benefits directly on their website. Within weeks of implementation, they saw a double-digit boost in checkout conversions and noted increased average order values. With Amazon handling fulfillment, the team focused on marketing and product development instead of logistics.

Case Study: Reviving Amazon Performance for a B2B & Niche Consumer Brand

A B2B and niche consumer manufacturing client originally came to Kensium for support with replatforming their ecommerce platform from WooCommerce to Shopify. After completing a successful migration (within record time), the client decided to utilize Kensium for additional marketing support. One of their key issues was with an underperforming Amazon Seller Central account—one that hadn’t been optimized in years. After conducting a comprehensive audit, Kensium restructured the brand’s Amazon presence by implementing updated brand settings, improving product visibility, and deploying modern tools including Sponsored Product ads, video campaigns, Brand Spotlight placements, and Amazon's customer email marketing features.

Within just a few weeks, the brand’s advertising efficiency surged. Their return on ad spend (ROAS) jumped from 2:1 to 5:1, reflecting a stronger connection with their target audience and smarter use of Amazon's evolving sales infrastructure.

Amazon Seller Central: What’s New in 2025

Seller Central has undergone major enhancements to support smarter selling, AI-driven decision-making, and campaign optimization.

Notable 2025 Updates:

• AI-Powered Assistant: Amazon's new AI tool "Amelia" provides sellers with personalized insights and automation options for account health, inventory, and promotions.

• Image A/B Testing: A/B test thumbnail images directly within Seller Central to improve CTR and conversions.

• Enhanced Compliance Monitoring: Real-time alerts and automation tools reduce the risk of ASIN suppressions or account health flags.

• Branded Promotions: Use new targeting options to reach high-intent shoppers with exclusive deals.

Case Study: Carbon6 and Shopify Sellers

Amazon growth platform Carbon6 highlighted a Shopify seller who scaled from $10k/month to $250k/month on Amazon by implementing an optimized Seller Central strategy. Key drivers included:

• Automating pricing and restocking decisions with AI tools

• Launching A+ Content and Storefronts

• Leveraging image testing to double CTR on top products

Why Optimization Matters: Especially Before Prime Day

Prime Day 2025 (July 8-11) is projected to be Amazon's largest sales event to date, now extended to four full days. Sellers who fail to prepare risk missing a significant revenue opportunity. If you want help optimizing your Amazon sales channel, connect with our team today.

Critical Optimization Areas:

1. Listing Quality: A+ Content, keyword optimization, and tested imagery.

2. Inventory Readiness: Accurate forecasting and participation in FBA or MCF to avoid stockouts.

3. Advertising Efficiency: Use the Search Query Performance dashboard and Marketing Stream for real-time bid adjustments.

4. Brand Presence: Build credibility with Vine reviews, branded promotions, and consistent Storefront messaging.

In 2025, the line between DTC and marketplace is blurring. Amazon is no longer just a place to sell—it's a tool to enhance your entire sales channel, from your Shopify storefront to global fulfillment. Leveraging Buy with Prime and Seller Central's new tools ensures that your brand is well-positioned for growth, visibility, and conversion.

Whether you're a Shopify seller, a seasoned Amazon pro, or somewhere in between, now is the time to optimize. Your success on Prime Day/Prime Week—and beyond—depends on it. Contact us for info on partnering with Kensium for success across all your ecommerce sales channels.