"Amazon.com Inc will widely roll out a feature by end-January that allows online merchants outside its platform to use the e-commerce giant's payment and delivery services, as it takes on rising competition from Canada's Shopify Inc. 'Buy With Prime', which was launched as an invite-only offering in April, will be widely available to U.S.-based merchants by Jan. 31, the company said. It added that the product has increased shopper conversion rate by an average of 25%, meaning that many more people placed an order when 'Buy with Prime' was available versus when it was not."