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Amazon Prime Coming to Other Online Sites

Amazon.com Inc.

AMZN -2.29%

is extending some of the offerings of its popular Prime membership program to merchants off its platform with a new service that embeds the online retailing giant’s payment and fulfillment options onto third-party sites.

Called Buy with Prime, the service will allow merchants to show the Prime logo and offer

Amazon’s

AMZN -2.29%

speedy delivery options on products listed on their own websites.

Amazon also on Thursday said it would launch a $1 billion venture program that will invest in fulfillment, logistics and supply chain.

Combined, the two initiatives pose a greater threat to incumbent delivery giants like

FedEx Corp.

and

United Parcel Service Inc.

as Amazon tries to tie itself deeper into other e-commerce seller delivery operations and steps up investment in logistics.

The line between Amazon and Walmart is becoming increasingly blurred, as the two companies seek to maintain their slice of the estimated $5 trillion retail market while chipping away at the other’s share, often by borrowing the other’s ideas. Photos: Amazon/Walmart

The company said the Buy with Prime offer will be rolled out by invitation only through 2022 for those who already sell on Amazon and use the company’s fulfillment services. Later, Amazon plans to extend Buy with Prime to other merchants, including those that don’t sell on its platform.

Participating merchants will use the Prime logo and display expected delivery dates on eligible products. Checkout will go through Amazon Pay and the company’s fulfillment network. Amazon will also manage free returns for eligible orders.

With over 200 million members globally, Amazon Prime has been a company staple since it launched in 2005 and is best known for its free one- and two-day shipping on millions of items. It has also expanded into music, videos, games and books over the years.

Amazon touted the new offering as a way to extend Prime shopping benefits to areas beyond the company and comes as it has recently raised the price of the service. Amazon in February raised the cost of its Prime membership in the U.S. to $139 a year from $119. The company cited rising costs related to wages and transportation, as well as continued expansion of benefits under membership, to explain the increase.

“With the introduction of Buy with Prime, we’re expanding where members can enjoy trusted and convenient Prime shopping benefits beyond Amazon, adding even more value to their membership,”

Jamil Ghani,

vice president of Amazon Prime, said in a statement.

Members can start shopping from participating merchants when Buy with Prime is rolled out later this year.

The new changes come as Chief Executive

Andy Jassy

said last week in his first shareholder letter that he wants to improve worker safety and build on the innovations that have made Amazon one of the world’s leading tech companies.

Write to Denny Jacob at denny.jacob@wsj.com

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