Amazon Adds its Weight to BNPL’s Momentum

Amazon will let shoppers split purchases of $50 or more into multiple monthly payments through a partnership with Affirm. The flexible payment service is currently being tested with a select group but the retail giant plans to roll it out to more customers in the coming months.

Amazon’s entrance into buy now, pay later (BNPL) is further proof of this payment method’s growing importance. Global BNPL spend will reach $995 billion in 2026, accounting for 24% of physical goods purchased by value, according to data from Juniper Research. The nature of these programs encourages larger baskets, which can be beneficial for both retailers and their customers.

“BNPL brings forward the timeframe of an actual purchase,” said Chris Ventry, VP in the Consumer and Retail practice of SSA & Company in an interview with Retail TouchPoints. “Many consumers have a set budget for each shopping visit, and this budget may not always align with actual need. For one off-price retailer we’ve advised, the customer always came into the store and spent about $40, and frequently the purchase satisfied just one or two family member’s needs. With BNPL the customer can bring forward next month’s purchase today and still not break the $40 budget.”


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