US-based Klaviyo has added Amazon’s Buy with Prime to its marketing automation and customer data platform, the company has announced.

The integration means B2C businesses can sync their Buy with Prime order and customer data with their Klaviyo account to get a more complete view of each customer.

According to the firm, businesses will be able to use the additional data to deliver more targeted communications to the same customers in the future as well as increasing customer loyalty and driving repeat purchases.

“It’s becoming increasingly challenging for businesses to stand out in today’s ecommerce market which means it’s crucial for businesses to utilize their own customer data to fuel more personalised marketing efforts and cultivate brand loyalty,” said Rich Gardner, SVP of Global Strategic Partnerships at Klaviyo.

“Our goal is to build partnerships and integrations that empower our customers to own their destiny. We’re thrilled to partner with Amazon on this integration to enable businesses using the Klaviyo platform to effortlessly sync, access and analyze shopper data from purchases made using Buy with Prime.”

Once the Klaviyo for Buy with Prime integration is connected, the business’ Buy with Prime order and customer information is automatically synced with their Klaviyo account. The data can then be used in flows, campaigns and segmentation as well as reporting on Klaviyo’s platform.

Russell Baker, Director of Partnerships and Integrations at Buy with Prime added: “We’re continuously adding new features and functionalities to Buy with Prime to help merchants of all sizes better serve their customers wherever they shop by building a direct relationship with them. We’re excited to partner with Klaviyo on this integration to enable merchants to use data to build customer loyalty and drive sales.”