When shoppers are looking to make purchases on Amazon, many immediately filter search results for ‘Amazon Prime’ — it guarantees that items will arrive within 48 hours or less and comes with Amazon’s A-Z Guarantee.

As a result, more sellers are offering Prime shipping to their catalog. According to new research from Marketplace Pulse, 85% of the top sellers on Amazon offer Prime. There is a steady increase in Prime offering YOY, with 56% offering Prime in 2016, 63% in 2017, 73% in 2018 and now at 85%.

The amount of international sellers offering Prime is even higher with 93% of the top international sellers offering the two-day option to customers.

Brands offering Prime are able to leverage Amazon’s most important (and least tangible) benefit of buying on Amazon: Trust. Trust that the item is in-stock, it will arrive in two days and if it doesn’t meet the customers expectations (or they have buyer’s remorse) then they can easily return the order, no questions asked,” says VP of Strategy and Client Services, Stephen Reagan.

Not only do customers want Amazon Prime, Amazon also hopes that third-party sellers will go through the Amazon Fulfillment process as well in order to ensure consistency and quality standards for Amazon customers.

Final Thoughts

Many customers will only consider making a purchase through Amazon Prime in order to make their membership worthwhile and justify the yearly cost. Since over 100 million customers have a Prime membership, sellers have a huge incentive to increase the amount of Prime-eligible products within their catalog to supply the customer demand.