Since it launched in 2004, has been the place to shop for fans of rock and metal band merchandise and fashion. Over the years, the company has broadened its appeal and grown its customer base, always staying ahead of the competition by stocking an even wider range of products from the best and most popular TV shows and movies, bands and brands. From humble beginnings, it now achieves 9500 transactions and 150,000 visitors per month. As the catalogue expanded and its customer base grew, the company needed to make sure that it was maximizing the opportunities presented by the increased number of casual visitors to the site.

To help with this, in November 2015, launched Amazon Pay, a checkout option for customers to login and pay for their goods using their Amazon credentials. Amazon Pay lets customers move quickly and conveniently through the checkout process as their delivery and payment options are pre-loaded. So in just a few clicks, customers can complete their purchases.

Higher basket conversion

The results have been beyond what anyone at had hoped for. When compared to other payment methods on, purchase completion rates of customers choosing to use Amazon Pay are at 85%, a massive 2.5 times higher than those using other payment options. With 15% of all transactions now using Amazon Pay, there’s no doubt that a significant volume of additional sales have been achieved through Amazon Pay.

Fewer returns

As well as the improved transaction rates, site data shows that the number of refunds from Amazon Pay customers is lower than for customers using other payment options – 12% vs. an average of 15%.

Lower cart abandonment rate

Since launching Amazon Pay, we’ve been thrilled with the results. The Amazon Pay checkout process is so quick and straightforward it’s no surprise that the dropout rate is 4x lower compared to other payment options. The next stage for us is to test adjustments to the size and positioning of the Amazon Pay button to encourage more customers to use it.

- Dan Garrard, IT Manager,

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