Embedded Store Construct
This OOB embedded store blueprint CX construct is an end-to-end customer experience which allows Amazon customers to access, order and track services from our 3P Partners without leaving Amazon.com or Amazon Shopping app.
This construct enables customers to seamlessly - i. use their Amazon login credentials to automatically create an account on 3P, removing steps for separate account creation for account linking; ii. consent to share their Prime status with 3P Partner to automatically activate any Prime member exclusive offers; iii. place orders with 3P using their existing payment methods on Amazon via Amazon Pay; iv. track orders or service status on Amazon
This experience or workflow in Amazon Shopping app utilizes Chrome Custom Tab (CCT) or Safari View Controller (SVC) (depending on the platform) which avoids transiting the customer outside of the Amazon Shopping app to access 3P Partner services. The experience looks identical to opening 3P Partner’s website in a mobile browser, but doesn’t send the customer outside of the Amazon Shopping app and overlays the 3P.com pages on top of the Amazon Shopping app. On desktop and mobile browser, customers are redirected from Amazon to 3P Partner’s website for access and ordering.
Customers only need their Amazon account login credentials and access to Amazon.com or Amazon Shopping app to start engaging with our 3P Partners’ services.
Flow
- Customer clicks on 3P Partner service specific ingress on Amazon (Amazon Shopping app or website).
- Customer lands on the Prime hosted co-branded offer landing page that details the Prime x 3P offer including terms & conditions.
- Customer is recognized as Prime or Non Prime. Prime member can click on Activate call-to-action button to start offer activation. Non Prime member will have the option to sign for Prime (if eligible) or can continue to 3P Partner’s Embedded Store on Amazon without joining Prime.
- In Amazon Shopping app, Customer enters the 3P Embedded Store via Safari View Controller or Chrome Custom Tab. On Amazon.com in browser, Customer redirects within same browser tab.
- On first visit, customer will see Amazon Pay consent screen and asked to provide consent to share their Prime benefit status as well as required Amazon account information with 3P.
- On sharing consent, 3P calls APay API to retrieve the buyer details.
- 3P calls Prime API (Benefits Discovery API) to verify Prime benefit status.
- Once verified, 3P creates an account using Amazon account credentials and activates the offer for this Customer.
- 3P then calls Prime API (LinkCustomer API) to confirm accounts are linked.
- Customer can now browse the 3P Partner’s store directly on Amazon and place orders using their payment methods on Amazon via Amazon Pay. Customers can save their Amazon payment method as their default payment method on this 3P for future orders.
- To exit, Customer can click on ‘Close’ on Amazon Shopping app to return to starting ingress. On desktop and mobile browser, after placing orders on 3P, Customer can continue to Amazon by opening a new browser tab.
- On future visits, Customer will click on 3P Partner service specific ingress on Amazon to enter 3P Embedded Store directly.
- To track orders placed in 3P Embedded Store or view order history, Customer can click on order tracking links shared by 3P via SMS or email to deeplink into Amazon Shopping app for order status. If Amazon Shopping app is not installed on device, Customer will be redirected to 3P’s website for order tracking.
Customers can manage their 3P order modifications, 3P Partner account, or access 3P customer support, all in the 3P Embedded Store on Amazon.
Prerequisite Tech Requirements
The following section details certain prerequisites that 3P clients must follow or prepare beforehand in order to integrate with this construct. We are listing down all the technical requirements required to complete this integration pattern:
1. Amazon-Partner Cobranded Customer Experience:
- Customized cobranded user interface on partner end
- Dedicated endpoints provided by the third-party partner which will be opened in the embedded experience, including:
- Offer activation
- Offer engagement
- Order tracking
- Order history
- Seamless integration with Amazon's existing user flow and design patterns
2. Comprehensive Health Monitoring:
- Robust health check REST endpoints covering all critical aspects of the third-party journey
- Real-time monitoring and alerting systems for rapid issue detection and resolution
- Periodic testing and validation of all integration points
3. Scalability and Performance:
- Infrastructure capable of handling projected traffic volumes with headroom for unexpected spikes
- Ability to conduct thorough load testing to verify system performance under different load and stress.
4. Security and Compliance:
- Secure data transmission and storage for all customer information
- Regular security audits and vulnerability assessments
5. Error Handling and Resilience:
- Graceful degradation in case of partial system failures
- Comprehensive error logging and reporting mechanisms
- Failover and recovery procedures to minimize service disruptions
6. Documentation and Support:
- Detailed API documentation for all endpoints
- Clear guidelines for integration and troubleshooting
- Dedicated support channels for technical issues and inquiries
Onboarding Steps
Clients can onboard to Embedded Store Construct in following easy steps:
- APAY or LWA onboarding and integration
- Create authorization header to sign the API calls request
- Call Benefit Discovery and Account Linking APIs
- Onboard to Prime Notification System
- Provide partner endpoints for the embedded experience
- Onboard your service's health check endpoint to the Prime Sentinel System
1. APAY Sign-in & Setup Wallet
APAY Onboarding & Integration are covered in detail here.
Note: If Amazon Pay Sign-in & Setup Wallet product is not available in your marketplace, then only follow LWA Onboarding & Integration here.
2. Create Authorization Header to sign the API calls request
- APay Authorization Header creation is covered in detail here.
- AWS SigV4 Authorization Header creation is covered in detail here.
3. Call Benefit Discovery and Account Linking APIs
4. Onboard to Prime Notification System
Notification System Onboarding is covered in detail here.
5. Provide partner endpoints for the embedded experience
We will need following partner’s endpoints to facilitate a seamless customer experience within Amazon's embedded environment. These endpoints correspond to different stages of the customer journey. Required Endpoints:
- Offer Activation : Activating the benefit and linking customer accounts
- Offer Engagement : For engaging with the partner benefit
- Order Tracking : Displaying the most recent active order status
- Order History : Allowing customers to view their past orders These endpoints will be loaded in embedded experience within Amazon. Following requirements are there for partner team:
Endpoint Development:
- Create and expose all four embedded endpoints (Offer Activation, Offer Engagement, Order Tracking, and Order History)
- Ensure these endpoints function properly when called within Amazon's embedded view
URL Naming Convention:
- Avoid any mention of Amazon in the endpoint URLs
- Use generic, partner-specific easy to read naming conventions
Device Optimization (Optional):
- Partners may provide device-specific URLs to optimize the experience across different platforms (e.g., mobile, (iOS/ Android), desktop)
Outbound Communication Integration:
- Implement Amazon-provided deep-linked URLs in all outbound communications from the partner platform
- This includes emails, SMS messages, and any other customer-facing notifications
6. Onboard your service's health check endpoint to the Prime Sentinel System
Details for onboarding partner service's health check endpoint to the Prime Sentinel System are covered here here.