We recently decided to test Amazon Buy with Prime.
Initial Conclusions (see image below):
Though Amazon claims BWP provides a D2C sales lift, it is too early to tell if BWP increases D2C sales
BWP has lower AOV with higher Net AOV after fulfillment fees vs D2C
BWP provides 12.8% higher Net AOV vs D2C and 14.5% vs FBA
Both D2C & BWP have higher AOV and Net AOV over FBA
FBA makes up for lower AOV and Net AOV with its substantial volume
Even if BWP does not increase sales, BWP is increasing our D2C take rate
Suspect that once Amazon removes the forked checkout (estimated late Q4 or early Q1), BWP AOV will increase to at least match D2C AOV
So far, BWP is a net win and worth continued testing
A couple of caveats:
Our test is only 3 days old thus the sample size of 9 BWP orders is small.
In our attempt to compare apples to apples when calculating Net AOV, we included all fulfillment and processing fees for orders from each channel while excluding storage fees and advertising costs.
Net AOV = AOV - Channel Fees
D2C Channel Fees = 3PL Pick/Pack + Shipping + Shopify processing fees
BWP Channel Fees = Amazon BWP Fees
FBA Channel Fees = Amazon Referral + non-storage FBA fees
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