Amazon Pay review 2018 – everything you need to know

Amazon Pay logo

By Rob Binns | Senior Writer

Amazon Pay logo


  • No early termination fees
  • Support for merchants over phone, email and web chat
  • Backed by a huge global brand

X Cons:

  • Will be expensive for high-volume merchants
  • Issues over withholding funds and freezing accounts
  • Online only

If you’ve made a purchase online and have been prompted to ‘log in and pay with Amazon’, you’ve stumbled across Amazon’s equivalent to PayPal or Apple Pay.

Recently available in the UK, Amazon Pay allows users to pay online through their account. It’s slick, easy and hard not to trust.

That’s all very well and good for the user, but what does Amazon Pay mean for you as the merchant? Let’s take a look:

What is Amazon Pay?

Launched in 2007, Amazon Pay is part of the global giant For years it was unavailable to those outside the US, but that all changed in 2017.

Amazon Pay lets users make payments, donations and to set up recurring charges, too. With the backing of such a world renowned brand, it’s not surprising that Amazon Pay is popular. That said, it’s easy to be blindsided by a well-known name, and not delve deeper into their offer. That’s exactly what we’ve done for you.

Amazon Pay services

With Amazon Pay, Amazon has taken the best of the different payment services it used to offer and lumped them together into one ecommerce system. This service is called ‘Log in and Pay with Amazon’.

Key features include:

Recurring payments – Amazon Pay lets you set up recurring payments and subscriptions.

Protection from fraud – Included as standard, so you can easily protect your business.

Easy integration – sync Amazon Pay with BigCommerce, Magento, Spotify and many more. Library of code snippets provided so you can add buttons straight onto your site.

Customer identity – Using Amazon Pay gives you access to your customer’s name and email address, allowing you to tailor your communications in the future.

Inline checkout – The entire purchase takes place on your website. This makes for a better customer experience, and it’s far more likely the purchase will be completed.

Amazon Pay fees and pricing

UK fees

In terms of charges, this is it. There are no monthly charges, account setup fees or in fact any other fees at all. The pricing structure is super transparent and easy to follow.

Monthly Payment Volume (£)Processing FeeAuthorisation Fee (£)
Less than 1,5003.4%0.20
1,500.01 – 6,0002.9%0.20
6,000.01 – 15,0002.4%0.20
15,000.01 – 55,0001.9%0.20
Above 55,0001.4%0.20

See how these fees compare to Stripe Payments.

Cross border fees

These are the extra fees you’ll pay on top of the processing and authorisation fees (above) if the payment is made from outside of the UK:

Cross Border Fee
Aland Islands, Denmark, Finland, Iceland, Norway, Sweden0.4%
Austria, Belgium, Canada, Channel Islands, Cyprus, Estonia, France (including French Guiana, Guadeloupe, Martinique, Reunion and Mayotte) , Germany , Gibraltar, Greece, Ireland, Isle of Man, Italy, Luxembourg, Malta, Monaco, Netherlands, Portugal, Montenegro, San Marino, Slovakia, Slovenia, Spain, United States, Vatican City State0.5%
Andorra, Albania, Bosnia & Herzegovina, Bulgaria, Croatia, Czech Republic, Hungary, Latvia, Liechtenstein, Lithuania, Macedonia, Moldova, Poland, Romania, Russian Federation, Serbia, Switzerland, Turkey, Ukraine1.0%
Rest of the world1.5%

Customer service

There’s nothing more frustrating than when your payment system glitches and you can’t get hold of anyone to fix it. So, how does Amazon Pay’s customer service stack up?

Merchants that are registered with Amazon Pay can get support via phone, email or online chat. As we aren’t registered, we can’t comment on the speed or efficiency of these channels, but the fact they exist is definitely very promising.

There are also plenty of online guides and FAQs that should see you through most queries. There’s a pretty active forum where you can compare and solve your issues with other merchants.

Amazon Pay reviews – what do its customers say?

It’s very hard to actually get your hands on customer reviews for Amazon Pay. Why? Because most of the sites that are normally our bread and butter when it comes to getting a sense of customer satisfaction (such as Trustpilot) are in the name of Amazon as a whole. There’s no separate B2B account, and only one review in several hundred actually relates to Amazon Pay.

However, when looking at the forum, there are some examples of merchants complaining their accounts have been frozen without notice, or that funds have been withheld for long periods of time. Whilst this is frustrating for those involved, it’s definitely not an issue that’s exclusive to Amazon Pay.

Expert verdict

Amazon Pay is a reliable choice of merchant account, particularly for businesses that are just starting out. The fees are transparent, and support is readily available.

For high-volume merchants, however, there are more cost-effective providers out there. Your best bet is to pop some of the basic details of your business into our short online form to find the best value merchant account for your business.

Also don’t forget that Amazon Pay only works online, so isn’t suitable for those looking for a solution that can work offline as well.

Rob Binns Expert Market
Rob Binns Senior Writer

Rob writes mainly about the payments industry, but also brings industry-specific knowledge of CRM software, social media monitoring, and invoice finance. When not exasperating his editor with bad puns, he can be found relaxing in a sunny corner, with a beer and a battered copy of Dostoevsky.

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