Amazon Pay

 

Amazon Pay is a digital wallet service operated by Amazon, launched in 2007. It allows customers to complete purchases on third-party merchant websites using the payment details and delivery addresses already stored in their Amazon account. The appeal for consumers is a familiar, low-friction checkout experience without needing to enter card details. For merchants, the proposition is conversion uplift through a trusted, widely recognised payment brand.

Amazon Pay is available in a number of European markets including the Netherlands, Germany, France, the UK, and others, making it relevant for European retailers targeting markets where Amazon has strong consumer penetration. It supports both online and mobile checkout flows.

From a cost perspective, Amazon Pay operates similarly to a card acquirer in Europe, with processing fees composed of an interchange component and a merchant service charge, plus a per-authorisation fee. Cross-border transactions, where the customer’s payment instrument is issued outside the EEA, carry an additional fee. For merchants processing meaningful volume through Amazon Pay, the fee structure is worth reviewing as part of any PSP or payment method contract assessment.

One strategic consideration worth noting: Amazon Pay gives Amazon visibility into transaction data on your site. For merchants who also compete with Amazon’s own retail offering, that is a factor to weigh alongside the conversion benefits.

PSP support for Amazon Pay varies. Not all PSPs offer it natively. If you are evaluating whether to add it to your checkout, or if it is already live and you want to verify the commercial terms are competitive, that is worth including in a broader payment setup review.

Relevant markets: Europe (including Netherlands, Germany, France, UK), United States, and other key Amazon markets globally