Buy with Prime to Expand with Launch of New Brand Fossil

Fossil.com customers will soon enjoy the power of Amazon’s fulfillment network and the trust and recognition of the Prime brand.

Through fast, free delivery, easy returns, and 24/7 shopper support, Buy with Prime will enhance the Fossil.com shopping experience

Prime members will enjoy the familiar Prime shopping benefits they know and love on Fossil.com in February

SEATTLE--(BUSINESS WIRE)--Amazon (NASDAQ: AMZN) today announced that Buy with Prime, a direct-to-customer (DTC) offering, will soon expand to Fossil.com, a leading global watch and accessories brand. For millions of U.S.-based Prime members, Buy with Prime is a benefit that unlocks even more selection of popular brands beyond the Amazon store. With Buy with Prime, Prime members can shop directly from thousands of brands’ online stores using the shopping benefits they already know and love—including fast, free delivery, easy returns, and 24/7 shopper support with participating brands. Coming in February, Prime members can conveniently shop on Fossil.com using their Prime shopping benefits with Buy with Prime, alongside the savings, convenience, and entertainment they already get from a single membership.

"At Fossil, we value time. Especially our customers’," said Ellie Quartel, Senior Vice President of Digital at Fossil Group. "This February, we're thrilled to offer our customers an even easier, faster way to shop with us through Buy with Prime. With this collaboration, customers have the same fast, free delivery and easy returns that they expect from Prime, all while shopping on Fossil.com."

Fossil’s Timeless Accessories. Prime Delivery Speeds.

Fossil will have its core styles available via Buy with Prime next month, including their best-selling watches, handbags, and jewelry. When available, shoppers can discover Prime eligible items on Fossil.com and add them to their cart as usual. During checkout, shoppers will see an option to log into their Amazon account and verify their Prime membership. Once confirmed, they’ll finish checkout using one of Fossil’s various payment options. After the purchase is made, Amazon fulfills all Prime eligible items in the order. Post-purchase, Prime members can view, manage, and track their Buy with Prime orders from their order confirmation email, their Amazon account on Amazon.com, or their Fossil order confirmation email.

"This collaboration brings together the best of both worlds—Fossil's timeless style and our timely deliveries,” said Peter Larsen, vice president of Buy with Prime and Amazon Multi-Channel Fulfillment. "We're thrilled to bring the convenience and speed of Prime to Fossil customers, enhancing their shopping experience with benefits they know and trust."

Learn More and Get Early Access at Retail’s Big Show

Merchants attending the National Retail Federation’s 2025 Retail’s Big Show in New York City from January 12-14 are invited to visit the Buy with Prime and Amazon Multi-Channel Fulfillment (MCF) booth (#5438). At the event, brands can learn more about Buy with Prime on Fossil.com and enter for a chance to win some of Fossil’s best-selling watches and accessories. Representatives from Amazon MCF will also be in attendance so merchants can learn more about how this logistics solution leverages Amazon’s fulfillment network and expertise to pick, pack, ship, and deliver orders from channels beyond Amazon.com, including a merchant’s own website, other ecommerce marketplaces, and social media stores. Brands looking to schedule a meeting with these teams can visit the Buy with Prime at NRF 2025 page or Amazon MCF at NRF 2025 page.

Shop from Even More Brands using Buy with Prime

Buy with Prime launched in 2022 with the goal of helping DTC merchants overcome challenges with acquiring new shoppers and driving conversion by offering quick and reliable delivery, and increasing their long-term relationships with customers. The DTC offering continues to work with more brands across a number of categories, including Health & Wellness, Beauty & Grooming, Food & Beverage, Apparel & Accessories, Kids & Fur Babies, and Home & Garden. Notable brands include Steve Madden, Belkin, bareMinerals, BUXOM Cosmetics, Elizabeth Arden, Loops Beauty, Briogeo, HEYDUDE, IZOD, MrBeast, Carbone Fine Food, Truff, Betty Buzz, and more.

Buy with Prime powers sellers’ businesses on their own websites

By leveraging the power of the Amazon fulfillment network and the trust and recognition of the Prime brand, Buy with Prime continues to focus on helping businesses grow by making it easy for them to offer fast, free delivery; easy returns; 24/7 shopper support with participating brands; and a convenient checkout experience. Merchants also receive shopper order information, including email addresses for customer orders, which can be used to provide customer service and build direct relationships with shoppers. Buy with Prime has helped merchants increase shopper conversion, leading to an average 16% increase in revenue per shopper. The DTC offering has also helped reduce customer acquisition costs as 50% of Prime members are more likely to buy again from DTC sites that offer Prime shopping benefits and 95% of shoppers who’ve used Buy with Prime have indicated they’re likely to use it again.

Prime members interested in learning more about Buy with Prime can visit here.