Fossil Group announced on September 30, 2025, that its e-commerce platform, Fossil.com, will soon integrate Amazon's Buy with Prime service. This direct-to-customer (DTC) offering is set to launch in February 2026, allowing U.S.-based Prime members to utilize familiar shopping benefits directly on Fossil.com. The collaboration aims to enhance the online shopping experience for customers.
Through Buy with Prime, Fossil.com customers will benefit from fast, free delivery, easy returns, and 24/7 shopper support, leveraging Amazon's fulfillment network. Ellie Quartel, Senior Vice President of Digital at Fossil Group, stated that this collaboration will offer an easier and faster way to shop. Fossil's core styles, including watches, handbags, and jewelry, will be available via Buy with Prime.
This strategic partnership is expected to improve shopper conversion and reduce customer acquisition costs for Fossil. Buy with Prime has historically helped merchants increase revenue per shopper by an average of 16%. The integration provides Fossil with a powerful tool to attract and retain Prime members, who are more likely to make repeat purchases from participating DTC sites.
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