Fast delivery is one of the main reasons shoppers choose Prime products. When customers see the Prime badge, they know the product is eligible for fast delivery.

This can be helpful when several sellers offer similar products. A customer who needs an item quickly may choose a Prime product even if another offer is slightly cheaper.

Prime can also give sellers opportunities during major Amazon shopping events and help them reach customers who prefer Prime-eligible products.

However, Prime alone does not guarantee more sales. Your price, reviews, product quality, listing, competition, and customer experience still matter. For this reason, sellers should use Prime as part of a wider Amazon strategy rather than depending on it alone.

For more details on how Prime can affect sales, costs, and competition, read our main article, “Amazon Prime for Sellers: Pros, Cons, and What You Need to Know.”