Amazon will continue to expand the stable of ecommerce sites using its Buy with Prime options at checkout, rolling out its buttons and associated services to the Adidas app and website.
The move follows the addition of Buy with Prime for Fossil in January, extending an ongoing effort to make fulfillment, returns and customer support options for U.S. Amazon Prime members available on merchants’ sites and apps.
Launching in the spring, the Buy with Prime integration will mean that eligible items sold on the Adidas site and app are visible to shoppers. They will be able to log into their Amazon accounts to access associated features and pay. Adidas accepts a range of payment options on its site, including Google Pay, Affirm, Afterpay and PayPal. It also accepts American Express, Discover, Mastercard and Visa.
Adidas ranks No. 21 in the Europe Database, Digital Commerce 360’s ranking of the largest online retailers in the region.
Adidas AG web sales by year
What Buy with Prime will mean for Adidas customers
“Expanding Buy with Prime to adidas.com and the adidas app is like lacing up a fresh pair of sneakers; it just feels right,” said Peter Larsen, vice president of Buy with Prime and multi-channel fulfillment at Amazon. “We’re excited to give Prime members the added convenience of using the shopping benefits they already know and love on adidas.com and the adidas app.”
Those benefits will mean that Prime members can view, manage and track eligible orders. That can be done using their Amazon accounts, either through Amazon.com or confirmation emails from Adidas.
Amazon originally debuted Buy with Prime with the goal of helping direct-to-consumer (DTC) merchants drive conversion while expanding the utility of its Prime memberships. Currently, thousands of brands’ online stores use Buy with Prime, an Amazon representative told Digital Commerce 360. Other big names in online retail using the features include Steve Madden, Belkin, Elizabeth Arden, Crocs’ HeyDude, MrBeast and more. The company claims Buy with Prime has led to positive outcomes for merchants using it. Those outcomes include increases in revenue per shopper and reduced customer acquisition costs, according to Amazon.
Ecommerce challenges at Adidas
During its most recent quarterly earnings report for fiscal Q3 2024 on Oct. 29, Adidas reported that its ecommerce revenues had declined 3% year over year for the period. It attributed that decrease to smaller sales volumes associated with the end of Adidas’ work with Yeezy. However, when not taking Yeezy into account, the company noted that the rest of its ecommerce business had increased 25% over the same period.
In the meantime, Adidas identified its priorities as “reducing discounting activity and improving the overall business mix on its own online platforms.” It said those shifts ultimately accompanied stronger full-price sales.
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