Companies Using Amazon Pay

With over a decade of experience in web crawling and technographic data analysis, I've examined Amazon Pay's merchant footprint across our dataset of 28,666 enriched companies. Amazon Pay occupies an unusual position: it's backed by one of the world's largest companies but holds just 0.52% of the payment processing market by domain count. That gap between brand power and adoption tells you a lot about where Amazon Pay fits, and who it works for. This analysis draws on detection data through our March 2026 crawl, cross-referenced with vendor case studies from pay.amazon.com and G2 review data.

Growth trajectory

Amazon Pay's growth curve looks nothing like a typical payment processor. From a single detected domain in December 2009 to 47,429 at the April 2025 peak, the platform's adoption breaks into three distinct phases. First came a slow crawl from 2009 to 2016, when active domains stayed below 200. The 2017 rebrand from \"Pay with Amazon\" to \"Amazon Pay\" coincided with a 750% spike in a single year (208 to 1,774 domains). Then the real acceleration: a 25x increase from 2017 to 2025, driven by Shopify integrations, the April 2024 Stripe partnership (US), and the April 2025 EU launch on Stripe. Amazon claims over 720,000 merchants worldwide now accept Amazon Pay. One complication: Shopify deactivated Amazon Pay for European merchants in August 2024, which may partly explain migration patterns we see in the data.

Sales Signal: The growth curve is still ascending. Active domains grew 24% year-over-year from July 2024 to July 2025 (33,471 to 44,419). Sales teams should position Amazon Pay integration services as a growth-phase opportunity, not a mature-market play.

\"Amazon Pay went from 208 domains to 44,000+ in eight years. That's not organic growth from merchant demand alone. That's distribution power: Shopify plugins, Stripe integrations, and Buy with Prime all created zero-friction adoption paths.\" - Mehmet Suleyman, CEO at TechnologyChecker.io

Customer profile

The typical Amazon Pay merchant is a micro-business (80.6% have 1-10 employees) founded in the 2010s (47.83% of the base). These are predominantly DTC brands selling consumer products through Shopify storefronts. Only 0.3% of merchants are enterprise-scale (10,001+ employees), but that small slice includes Samsung, ADP, Fidelity Investments, and Gucci.

Vendor case studies add color to this picture. Shopify-powered brands like Casper and Fat Brain Toys highlight the typical merchant: a digitally native retailer that added Amazon Pay to reduce checkout friction. Fat Brain Toys integrated Amazon Pay in just six hours through Stripe, per Amazon's published merchant stories. 1000Farmacie, an Italian pharmacy retailer, cut checkout time by 71% after adding Amazon Pay via Stripe. German cycling store bike-components saw an 18% increase in total payment volume. On the enterprise side, detections on domains like design-spectacles.jp.fujitsu.com and taxseason.fidelity.com suggest departmental or microsite deployments rather than company-wide payment infrastructure.

Sales Signal: The 80.6% micro-business concentration means the largest addressable market for Amazon Pay services is Shopify merchants doing under $1M annually. Enterprise detections are real but are typically limited to specific subdomains or regional storefronts.

Industry and geographic concentration

Retail dominates at 14.62%, but the real story is the retail-adjacent cluster: apparel (7.11%), luxury goods (2.05%), sporting goods (1.90%), and wholesale (1.88%) combine for over 28% of the base. This makes Amazon Pay one of the most consumer-commerce-skewed payment tools we track. Food and beverage (services + manufacturing) accounts for 5.1%, validated by vendor case studies with bartaco and Grubhub.

Geographically, the US holds 54.1% of merchants. That's lower than most US-origin payment tools. Germany at 7.8% and France at 5.2% over-index significantly, reflecting Amazon's strong retail presence across Europe. Amazon Pay is available in 18 countries, and our data shows meaningful merchant bases in all of them. Spain (3.0%) and Italy (2.3%) round out the European footprint.

Sales Signal: European merchants are an under-targeted opportunity. Germany alone has 2,182 Amazon Pay merchants, a base large enough to support localized outreach. The food and beverage vertical (5.1% combined) is growing, especially restaurants integrating Amazon Pay through platforms like OneDine.

Migration patterns

Amazon Pay's migration data reveals a platform caught between two eras of online checkout. The largest inbound flow is 21,219 companies from PayPal, mainly merchants dropping legacy PayPal Button implementations in favor of Amazon's one-click experience. Gains from Stripe (5,260) and Apple Pay (3,173) are smaller but growing.

The outbound story is more dramatic. 57,547 companies added Shopify Pay after having Amazon Pay, and 54,522 adopted Apple Pay. These aren't necessarily direct replacements. Most modern checkout pages offer multiple express options. What the data shows is that Amazon Pay was often the first express checkout button a merchant added, and competitors followed.

The PayPal migration corridor is the most interesting: Amazon Pay gained 21,219 from PayPal but lost 49,489 to PayPal. The net 2.3:1 loss ratio suggests merchants increasingly treat PayPal and Amazon Pay as complementary rather than substitutive, but when forced to choose one, PayPal's larger buyer network wins.

Sales Signal: Two-sided opportunity here. For merchants still on legacy PayPal Button, Amazon Pay is a proven upgrade path (21,219 have already made the switch). For merchants considering consolidation, the data shows Amazon Pay retention is weakest against Shopify Pay and Apple Pay, pointing to where competitive messaging needs to be sharpest.

\"The 57,547 companies that added Shopify Pay alongside Amazon Pay aren't leaving. They're expanding their checkout options. But the 49,489 that went to PayPal and didn't keep Amazon Pay? That's the churn signal sales teams should focus on.\" - Mehmet Suleyman, CEO at TechnologyChecker.io

Technology ecosystem

Shopify at 44.73% is the defining tech stack signal. Nearly half of Amazon Pay merchants run on Shopify, making the Shopify ecosystem the primary distribution channel. React at 40.75% reinforces the modern DTC stack profile. Google Analytics (75.49%) is near-universal, but Microsoft Clarity at 11.11% stands out, as it's higher than we typically see, suggesting Amazon Pay merchants are more likely to use heatmap tools to optimize checkout conversion.

The CMS numbers tell an interesting story by their absence: WordPress (1.08%), Squarespace (0.58%), and Wix (0.41%) are all under 2%. This isn't a WordPress plugin ecosystem. Amazon Pay's merchant base lives almost entirely on Shopify and custom-built storefronts.

Sales Signal: Shopify app developers and agencies are the natural partners for Amazon Pay distribution. The low CMS adoption means WordPress plugin opportunities are small. Focus on Shopify Plus agencies and React-based ecommerce builds.

G2 review signals

G2 data (85 total mentions) paints a clear picture: merchants love the speed and simplicity but struggle with support when things break. The top pro, ease of use (21 mentions), aligns with Amazon Pay's vendor-reported 35% conversion lift. Our migration data supports this: the 21,219 companies gained from PayPal likely switched because Amazon Pay's checkout was faster and simpler.

The top con, poor customer support (7 mentions), is a recurring theme in the payment processing category. But cross-referencing with our migration data adds nuance: the outbound flows to Square (2,254 companies) and Braintree (1,011) could partly reflect merchants who hit support walls during integration or dispute resolution.

Sales Signal: Third-party integration consultants can position themselves as the support layer Amazon Pay itself doesn't provide. The 4-mention complaint about fees for small transactions creates an opening for competitive alternatives like Square at smaller transaction sizes.

Key takeaways

1. Amazon Pay is a niche express checkout button, not a full payment processor. At 0.52% market share (#11), it competes on trust and conversion lift rather than feature breadth.

2. Growth is still accelerating: 24% year-over-year increase from July 2024 to July 2025, driven by the Stripe partnership and Shopify integrations.

3. The merchant base is overwhelmingly micro-businesses on Shopify (44.73% Shopify overlap, 80.6% have 1-10 employees).

4. Amazon Pay gains merchants from legacy PayPal (21,219 gained) but loses heavily to Shopify Pay (57,547) and Apple Pay (54,522). Part of the Shopify Pay outflow likely reflects the August 2024 deactivation of Amazon Pay on Shopify in Europe (per VentureForge/The Paypers).

5. Europe (Germany 7.8%, France 5.2%, Spain 3.0%) is a stronger secondary market than most US-origin payment tools.

6. The April 2024 Stripe partnership is the biggest growth catalyst since the 2017 rebrand, enabling one-click Amazon Pay adoption for millions of Stripe merchants. Buy with Prime (launched April 2022) increases shopper conversion by 25% on average, per Amazon's own study of 37 merchants. In February 2026, Amazon launched Pay by Bank in the UK via TrueLayer, signaling expansion beyond card-based checkout.

Sales applications

Outreach template: \"Hi [Name], I noticed [Company] is currently using [PayPal/Stripe] for checkout on [domain]. Based on our data at TechnologyChecker.io, 21,219 merchants have added Amazon Pay alongside similar setups in the past year. Amazon's published case studies show merchants like Casper and The Range seeing conversion rates jump to 4.5-7.2% with Express Checkout. Would it make sense to explore adding Amazon Pay to your checkout flow?\"

Targeting strategy: Filter for Shopify merchants in retail, apparel, or food/beverage verticals with 1-50 employees, located in the US, UK, or Germany. These match the core Amazon Pay ICP and are most likely to see conversion benefits from the Amazon trust signal.

Competitive angle: Target the 49,489 merchants who switched from Amazon Pay to PayPal. These companies already evaluated Amazon Pay and may be open to re-adoption now that the Stripe partnership has simplified integration. Similarly, the 6,804 who moved to Stripe may not realize Amazon Pay is now natively available through their existing Stripe setup.

For the full dataset of 28,666 enriched Amazon Pay companies with industry, size, and geographic filters, visit TechnologyChecker.io.