Amazon Pay – Business owner’s guide to accepting Amazon Pay payments

Last updated on 3 August 2023

When it comes to financial transactions, consumers appreciate convenience, speed, and security. One solution offering all these attributes is Amazon Pay. This article will delve into what Amazon Pay is, how it operates, and what business owners in the UK need to know about accepting payments through this platform.

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What is Amazon Pay?

Amazon Pay is an online payment service provided by Amazon, the global ecommerce giant. Launched in 2007, the service allows customers to pay for goods and services on external merchant websites by using the payment details stored in their Amazon account.

In other words, it offers a secure and streamlined checkout process, negating the need for customers to enter their credit or debit card details each time they make a purchase.

How does Amazon Pay work?

The process for using Amazon Pay is quite straightforward.

  1. Customers shopping on a website that accepts Amazon Pay simply choose it as their payment method during checkout.
  2. They then log in to their Amazon account, select their preferred shipping address and payment method, and complete the purchase.
  3. The payment is processed via Amazon Pay, without the merchant ever seeing the customer’s card details, enhancing the transaction’s security.
  4. From the merchant’s perspective, Amazon Pay can be integrated into their online storefront.
  5. They receive payment from Amazon Pay, less any transaction fees, directly into their bank account.
  6. Furthermore, Amazon Pay integrates with many popular ecommerce platforms, making it relatively easy to add as a payment option.

Benefits of accepting Amazon Pay

Amazon Pay offers a number of benefits for businesses:

Enhanced customer experience: As customers are not required to enter payment details each time they shop, the checkout process is quicker and smoother, potentially leading to increased conversions.

Trust and security: The Amazon brand is globally recognised and trusted. By offering Amazon Pay, businesses can leverage this trust, particularly when trying to attract new customers. Additionally, as merchants do not handle card details directly, they reduce their exposure to data breaches.

Access to Amazon’s customer base: With millions of customers around the world, offering Amazon Pay can potentially help businesses reach a wider audience.

Costs and considerations

Despite the many benefits, there are costs and considerations to take into account. Amazon charges a transaction fee for using Amazon Pay, which is 2.7% + 30p per transaction for domestic UK payments. International payments attract a higher fee. Businesses should factor these costs into their pricing strategy.

In addition, while Amazon Pay provides a layer of security by handling payment details, businesses must still comply with all applicable data protection regulations.

Finally, like any third-party service, the availability and performance of Amazon Pay is beyond the direct control of the business, which can be a risk in the unlikely event of a service disruption.

How to set up Amazon Pay on your website to accept payments

Setting up Amazon Pay on your ecommerce website involves several key steps. Please note, the exact steps might differ slightly based on the ecommerce platform you’re using. Here’s a general guide to get you started:

How to set up Amazon Pay on your website

  1. Registration

    Visit the Amazon Pay website and click on ‘Merchants Sign Up’. Here, you’ll be prompted to enter basic business information like the legal business name, address, and website URL.

  2. Account setup

    Next, you’ll be asked to set up your Amazon Pay account. This involves entering information about your business such as your business type, registration number, VAT number, and bank account details. Be sure to have these details at hand.

  3. Verification

    After entering your information, Amazon will verify your business details. This can take a few days, so be patient. Amazon may contact you if they require additional information or documentation.

  4. Integration with your ecommerce platform

    Once your account is verified, you can integrate Amazon Pay with your ecommerce platform. Many popular platforms, such as Shopify, WooCommerce, and Magento, offer built-in support or plugins for Amazon Pay. Typically, you’ll need to navigate to the payments section of your platform’s dashboard, select Amazon Pay, and follow the instructions to connect your Amazon Pay account.

  5. Testing

    Before you go live, it’s essential to test the payment process thoroughly. This involves making actual transactions on your website. You can use Amazon’s sandbox mode for this purpose, which allows you to test without making real transactions. Make sure that the process is smooth, the payment goes through, and the money is correctly reflected in your Amazon Pay account.

  6. Going live

    Once you’ve tested and are satisfied everything is working correctly, you can go live. Now, your customers will see Amazon Pay as an option during the checkout process.

Remember, while this is a general guide, the specific process may vary slightly based on your ecommerce platform and other factors. It’s always a good idea to consult the platform’s specific guidance and Amazon’s own resources for merchants. If you encounter any difficulties during setup, Amazon’s merchant support is typically very responsive and can help you resolve any issues.


In an increasingly competitive ecommerce landscape, offering a trusted, user-friendly payment option like Amazon Pay can give businesses an edge. It’s worth considering the costs and potential benefits in the context of your specific business model and customer base.

Always remember, providing a secure, quick, and easy payment process could be the key to driving conversions and fostering customer loyalty.


Is Amazon Pay safe for my business to use?

Yes, Amazon Pay is a secure payment solution that uses the same fraud detection technology as It also keeps your customers’ payment information secure by not sharing it with you, thereby reducing your exposure to potential data breaches.

Can I use Amazon Pay with my ecommerce platform?

Most likely, yes. Amazon Pay integrates with many popular ecommerce platforms like Shopify, WooCommerce, Magento, and many more.

How much does it cost to use Amazon Pay?

Amazon charges 2.7% + 30p per transaction for domestic UK payments. For cross-border transactions, the fee is 3.4% + 30p. However, it’s best to check Amazon’s website for the most current rates.

Can I use Amazon Pay if I don’t sell on Amazon?

Yes, you can use Amazon Pay even if you don’t sell your products directly on Amazon’s marketplace.

How do refunds work with Amazon Pay?

You can issue full or partial refunds via the Amazon Pay merchant dashboard. The refunded amount will be deducted from your next scheduled disbursement.

Does Amazon Pay handle chargebacks?

Yes, Amazon Pay handles the dispute process for you and will make a decision based on the information provided by you and the customer.

Do I need PCI Compliance to use Amazon Pay?

While Amazon Pay handles payment card details, you still need to ensure your business is PCI compliant in all other aspects.

What currencies does Amazon Pay support?

Amazon Pay supports multiple currencies, including GBP, EUR, and USD, amongst others.

Can my customers use Amazon Pay if they don’t have an Amazon account?

No, customers need to have an Amazon account to use Amazon Pay.

Can I customise the Amazon Pay button on my website?

Amazon provides a range of Amazon Pay buttons that you can use, but any customisations should adhere to Amazon’s branding guidelines.

How do I get paid by Amazon Pay?

Amazon Pay will disburse payments to your bank account, generally on a daily basis, but the frequency can be adjusted in your account settings.

Can customers use their Amazon Prime benefits with Amazon Pay?

No, Amazon Pay is a separate service, and customers can’t use their Amazon Prime benefits like free shipping when checking out with Amazon Pay on a non-Amazon website.

Can I accept international payments with Amazon Pay?

Yes, you can accept payments from customers in more than 100 countries around the world.

How long does it take to set up Amazon Pay?

After providing the necessary information, account verification by Amazon can take a few days. Integration with your ecommerce platform can be done immediately after verification.

Does Amazon Pay have a mobile app?

Amazon Pay does not have a standalone mobile app. However, Amazon Pay is mobile-optimised and can easily be used on mobile websites.

Do I need to charge VAT on Amazon Pay transaction fees?

No, VAT does not need to be charged on transaction fees as it’s already included in the fees charged by Amazon.

Can customers make recurring payments with Amazon Pay?

Yes, Amazon Pay supports recurring payments, which is particularly useful for subscription-based businesses.

How can I get help if I have issues with Amazon Pay?

Amazon provides a comprehensive support system including online resources, email support, and a merchant hotline.

Is there a minimum sales volume required to use Amazon Pay?

No, there’s no minimum sales volume required. Businesses of all sizes can use Amazon Pay.

Can customers see my business’s bank account details?

No, Amazon Pay handles all transactions, and customers won’t be able to see any of your business bank account information.

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Reviewed by , Managing Director


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