Steven Pope

So typically speaking on direct consumer websites, if you aren't somebody currently using MCF, you can have either MCF, which is just regular shipping, similar to Amazon acting as a three PL.

but they don't ship in that normal two-day window that they normally would if you bought on Amazon with Prime.

Or secondarily, you could do a buy with Prime button.

So Prime members can basically shop directly on your website like it is Amazon.

But it seems like this confidential product, quote-unquote,

allows basically anybody without needing to sign into Amazon Prime to get fast, free Prime shipping directly on the website.

Now, I think this is kind of interesting, and it says a few things to me.

I think the most pertinent of which is that it's showing Amazon is willing to offer Prime services to non-Prime members if...

it can hopefully get them those members on the actual platform.

Think of it in this same exact logic.

Amazon's probably looking at it and being like, well, this person is shopping on a direct consumer website.

They're not shopping on Amazon.

So let's offer them an Amazon Prime benefit to try and get them to be like, ah, that was so fast.

Maybe I should just order from Amazon next time.

So I do think this is kind of interesting in the sense of another play that Amazon does.

A couple of things just to know for some caveats here.

The fact that it's going to work with all payment methods, you're not going to have any additional fees through June 30th, 2026.

Now, that's very important to note that they say June 30th, 2026, because that likely means that you are going to have additional fees sometime after June 30th, 2026.

You still want to keep this program on your website as well.

The support supports expected shopper patterns for your direct-to-consumer channel.