In light of the growing importance of marketplace sales for smaller businesses worldwide, a new program Amazon has launched in the U.S. is worth noting: Buy with Prime is designed to expand the shopping experience for members of the Amazon Prime service. The new service will initially be available by invitation only to U.S. merchants using Fulfillment by Amazon (FBA). It will be rolled out through 2022 as merchants are invited to participate, gradually including those who do not sell on Amazon or use FBA. With the new program, U.S.-based Prime members will be able to shop directly from merchants’ online stores with the established services by Amazon, like faster and free delivery, seamless checkout with the payment and shipping information stored in their Amazon account, and free returns. Consumers who are Prime members will see the Prime logo in merchants’ online stores.