Fossil Group is gearing up to enhance its customer shopping experience by integrating Amazon’s Buy with Prime service on Fossil.com, set to launch in February. This collaboration promises to combine Fossil’s popular accessory offerings with Amazon’s reliable fulfillment network, offering small business owners significant insights into modern DTC (direct-to-consumer) sales strategies.
Fossil.com will soon become a hub for millions of U.S.-based Prime members, who can access fast and free delivery, seamless returns, and around-the-clock customer support directly through the Fossil website. "At Fossil, we value time. Especially our customers," stated 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."
The new capability will enable Prime members to enjoy familiar shopping benefits when selecting Fossil’s best-selling items, including watches, handbags, and jewelry. Once a customer adds Prime-eligible products to their cart, they simply log into their Amazon accounts during checkout to verify their membership. The order fulfillment process will be managed by Amazon, including tracking capabilities directly from any of the customers’ accounts.
Peter Larsen, Vice President of Buy with Prime at Amazon, emphasized that this partnership marries Fossil’s classic style with the efficiency of Prime deliveries, enriching the shopping journey. "This collaboration brings together the best of both worlds—Fossil’s timeless style and our timely deliveries," he noted.
This strategic move aligns with Amazon’s broader ambition for its Buy with Prime program, which was launched in 2022. It aims to equip small to medium-sized businesses with advanced fulfillment capabilities that have traditionally been the domain of larger retailers. For many small business owners, overcoming challenges related to acquiring new customers and increasing conversions can be daunting. However, Buy with Prime presents an opportunity to boost sales by offering shoppers the convenience they associate with the Amazon brand.
The benefits extend beyond just shipping. Businesses leveraging Buy with Prime will benefit from streamlined logistics and enhanced customer service since shoppers will receive order information, including email addresses. This allows companies to build stronger relationships with their customers through direct engagement.
According to Amazon, businesses utilizing this service have seen an average 16% increase in revenue per shopper. Additionally, 50% of Prime members are more inclined to make repeat purchases from DTC sites that offer Prime benefits, while 95% of users who have engaged with Buy with Prime express a likelihood to shop again through the service.
Small business owners aiming to increase their operational efficiency can expect smoother logistics through Amazon’s fulfillment network, which will manage order processing, shipping, and returns. However, some might raise valid concerns about dependence on a major platform like Amazon for fulfillment. Balancing the advantages of greater exposure against potential reduced control over customer data and branding could be a critical consideration for these businesses.
For those interested in optimizing their eCommerce functionality and improving fulfillment efficiency, attending events like the National Retail Federation’s 2025 Retail’s Big Show may provide valuable insights. Representatives from both Buy with Prime and Amazon Multi-Channel Fulfillment (MCF) will be on hand to share more about how these services can benefit businesses operating outside of Amazon.com. Given the competitive retail landscape, opportunities for small business owners to integrate advanced fulfillment solutions like Buy with Prime could very well shape their growth trajectories in the coming years.
For further details on the Buy with Prime service, including its implementation on Fossil.com, visit the official Amazon press release at Amazon Press Release.
Image Via BizSugar
