REX: Amazon Pay Attracting More Merchants in France

Amazon Pay was launched in France in April 2017, and the group’s ambitions for their payment solution are still high in France and globally. Beyond competitive issues, initial results have stressed that French brands see value in this solution even praising its ease of use, speed and reliability.

At this year’s E-Commerce One-to-One event, Amazon reported encouraging results and ongoing strategy for their in-house payment solution, Amazon Pay.

Not much detail just yet but the General Manager for Amazon Pay Europe explained the reception for Amazon Pay in France has been very positive so far. Even large groups have adopted this option, including AXA, L’Occitane, La Perla, Morgan De Toi, Eden Park, Cache-cache, Bonobo, Easyparapharmacie, Kiabi and But. Their number of partner retailers also increased by 80% worldwide throughout 2017.

Amazon Pay reported 38 million active users worldwide in 2017, vs 33 million in 2016. And 60% of these users are Amazon Prime subscribers. One third of all Amazon Pay transactions are initiated from a mobile device.

Comments – Amazon Pay wants to stand out as an alternative payment option

When Google Wallet was launched in 2011, it was depicted as a “disruptive” solution. Maybe they were thinking too much forward or hadn’t adequately assessed the context back then… but as it happens Google’s solution failed to really meet its audience. Yet, the underlying model is being taken up by many Web giants, also interested in crafting their own in-house payment solutions.

Alongside Apple Pay and their expanding list of supporters, their direct rival Samsung Pay landed in France early this month. To a lesser extent, competition from local players such as Paylib, Lyf Pay, Lydia and Carrefour Pay for instance, must also be reminded. They all aim for a similar goal: winning customers' favours.

Amazon, for its part, tries to replicate the success encountered by their historical “1-click” payment solution, actually adjusting it to meet the needs of their direct rivals. This rather risky strategy came with some surprises as highlighted by these initial results. Brands seem to see things beyond mere competitive threats. Amazon Pay’s first tests have been conclusive, and have allowed merchants to access Amazon Prime bases, while streamlining customer processes online and (sooner than later) in-store, too.