Shopify Is Offering Amazon’s ‘Buy With Prime.’ What Wall Street Thinks of the Deal.

Amazon will release an app in Shopify’s ecosystem, allowing merchants to integrate a 'Buy With Prime' option into a product's page.

Shopify unveiled a deal that permits merchants on its platform to offer shoppers the choice to buy items using Amazon Prime perks. Analysts anticipate a boost in merchant usage, among other benefits for the tech firms involved.

Previously, merchants could only add Buy with Prime on their page independently, but that partly violated Shopify’s terms of service as it prevented the platform from collecting fees or seeing transaction data. The analyst has an Outperform rating on both Amazon and Shopify stock, with price targets of $180 and $62, respectively.

Oppenheimer’s Ken Wong sees the potential for more merchants to use the option now that there is formal support, and that could convert more customers from browsing to actual product purchases. Wong has an Outperform rating on Shopify with a $80 price target.

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