Amazon has struggled to expand its e-commerce success beyond its own webstore. It relaunched its payments service Amazon Pay in 2013 to let customers shop on other sites using payment information stored with Amazon after killing earlier iterations. In 2015 it began closing is Amazon Web Store business, an earlier attempt to sell services that let online merchants create their own stores similar to Shopify.

https://www.bloomberg.com/news/articles/2022-04-21/amazon-targets-rival-shopify-with-new-buy-with-prime-service?sref=EcccZSTc