You might be surprised to hear that nearly 42% of ecommerce orders in 2023 involved retail stores acting as fulfillment hubs or pickup sites, according to a recent study by GlobalData.
Brands are realizing the value of integrating their brick-and-mortar and ecommerce operations, and companies like Amazon are providing the infrastructure and technology for them to do so more effectively.
The most recent opportunity for retailers—Amazon Today.
Amazon Today helps businesses improve their store-to-door strategies by allowing them to use their retail locations as micro-distribution centers. This unlocks in-store inventory, lowers shipping costs, reduces delivery times, and improves inventory management.
In this blog, we explain more about what Amazon Today is, what the benefits of using this service are, and how omnichannel-enabled retailers can get started with Amazon Today … today!
What is Amazon Today and how does it work?
Amazon Today lets you showcase your in-store inventory on Amazon.com and gives nearby customers the option to select certain products for Same-Day Delivery or in-store pickup.
Amazon Today functions as an extension of your existing Amazon seller account. If you don’t already have an Amazon seller account, Amazon assists with onboarding once you’ve signed up for Amazon Today.
The program includes built-in customer service, near-real-time inventory synchronization, out-of-stock buffers, and capacity-management controls. You can use your packaging for all store orders to amplify brand recognition and engagement, and leverage Amazon’s last mile delivery network to fulfill same-day orders.
Amazon is currently offering this service for the following product categories:
- Home and kitchen
- Technology, toys, and hobby
- Food and beverage
- Apparel and accessories
- Health and beauty
- Jewelry and accessories
- Pet food and supplies
- Sports and recreation
Why should retailers use Amazon Today?
Designed for businesses with brick-and-mortar locations, Amazon Today helps unlock in-store inventory, improve brand awareness, and drive customer acquisition. The omnichannel program comes with a range of notable features and benefits:
Leverage Amazon’s logistics and integration partners
If you’re already selling on Amazon, you can add more flexible delivery and pickup options to better connect your online and offline business presence. By tapping into Amazon’s delivery network, retailers can provide reliable, Same-Day Delivery to local customers without investing in their own fleet of drivers.
Retailers also benefit from Amazon’s marketing and customer acquisition tools, allowing them to reach a broader, built-in audience that already regularly shops on the marketplace.
Partnering with an Amazon-approved integrator allows your in-house team to expedite integrating these features into your existing setup.
Drive home your brand and customer experiences
Amazon Today allows you to use your branded packaging for all orders, which contributes to your brand’s recall, recognition, and consistency—driving growth and saving you media spend. This also makes it a useful tool as a part of an effective omnichannel strategy.
Blend your online and offline channels seamlessly
Amazon Today helps bridge the gap between online and offline shopping, providing a seamless customer journey across your purchasing channels—another hallmark of omnichannel commerce.
The program also allows retailers to manage their inventory more effectively, as they can synchronize their in-store stock with Amazon’s, potentially leading to better stock utilization. You can choose to allocate inventory specifically for Amazon Today.
Leverage our direct integration with Amazon Today.
What do Amazon customers see when they use Amazon Today?
Customers can find items available for Same-Day Delivery or pickup either by selecting the “Same-Day” tab under the search bar on Amazon, or by organically discovering the option through their product search.
Shown below are examples of what a customer might experience when searching for a product organically and selecting either in-store pickup or Same-Day Delivery:
Amazon Today in-store pickup or Same-Day Delivery customer experience
After searching for a product, a customer can see that it’s available for Same-Day Delivery or in-store pickup. The delivery time and location are listed.
If the customer selects Same-Day Delivery and makes the purchase, the order status can be tracked through the Amazon app. A notice is also sent when the order is shipped, along with the expected delivery time.
How to begin using Amazon Today
To begin using Amazon Today, you must onboard your retail location and select eligible inventory for Same-Day Delivery and BOPIS.
After you sign up, Amazon assigns dedicated points of contact to work with you as you onboard and launch.
You can find step-by-step sign-up instructions here.
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