AMAZON TARGETS RIVAL SHOPIFY WITH NEW PRIME SERVICE

Amazon.com Inc. said it will let merchants sell products they list with the e-commerce giant directly from their own websites, as part of a move to blunt the momentum of fast-growing competitor Shopify Inc. The new Buy With Prime feature combines Amazon’s payments and fulfilment services and makes them available at checkout on other websites, letting shoppers use their Amazon Prime membership to receive fast-shipping and other benefits. Shopify has emerged as an alternative for merchants who prefer selling direct to consumers via their own websites. Amazon aims to distinguish its new service from Shopify with its fast-shipping pledge, an area where its rival has struggled. Ottawa-based Shopify is in talks to buy delivery startup Deliverr, according to sources, in a bid to expand its own fulfilment services.