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Amazon Targets Rival Shopify with New ‘Buy With 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 fulfillment services and makes them available at checkout on other websites, letting shoppers use their Amazon Prime membership to receive fast-shipping and other benefits. It’ll be invite-only, and merchants will pay Amazon fees for the service, which were not disclosed.