Amazon launches instalment payments with Affirm in UK

Amazon and Affirm have introduced instalment payment options for customers in the UK on Amazon.co.uk. The service will roll out progressively to eligible shoppers over the coming weeks.

Customers buying eligible items can select Affirm at checkout and apply for financing. The option will be available on millions of products. If approved, shoppers can choose either a 0% Pay-in-3 plan, which splits a purchase into three monthly interest-free payments, or a longer-term plan of up to 48 months with a representative fixed APR of 22%.

Both options apply to baskets worth at least £50. The plans do not include late or hidden fees, and customers can make manual monthly payments or set up automatic debits from a bank account or debit card.

The arrangement expands the buy now, pay later model on one of the UK's largest online retail platforms, at a time when payment flexibility has become more common at eCommerce checkouts. Customers will receive an instant eligibility decision when they apply.

Affirm said users can manage their payment plans through its app or website, including making additional payments or repaying the full balance early without penalty. The offer will not apply to all items sold through Amazon.co.uk. Exclusions include gift cards, groceries, out-of-stock products and some digital content such as music, videos, Kindle books, apps and game downloads.

Amazon's existing customer protection policies will continue to apply regardless of payment method. Purchases sold directly by Amazon remain covered by its standard return and refund policies, while orders from third-party sellers remain covered by the company's A-to-Z Guarantee if items do not arrive or do not match their description.

For items costing more than £100, purchases made using the new payment options will also be covered by Section 75 of the Consumer Credit Act. That provision can give consumers added protection when they use regulated credit for purchases above the threshold.

Vassil Gedov, General Manager of Payment Products at Amazon EU, said the launch would give customers more flexibility.

"We want to give Amazon customers genuine choice and flexibility over how they pay. With Affirm's financing options, we are delivering a simple and convenient way for Amazon customers to manage spending with clear terms and no late fees, all integrated into the Amazon shopping experience our customers already know and trust," said Vassil Gedov, General Manager of Payment Products, Amazon EU.

Ruth Spratt, UK Country Manager at Affirm, described the partnership as a straightforward addition to the checkout process.

"Amazon is focused on making shopping simpler for customers, and we believe payment should be just as straightforward. That's what makes this such a natural fit. Amazon customers can choose the Affirm payment plan that's right for them, with clear terms before they commit. And because we have no late fees ever, if a customer does miss a payment, they will not be charged for it," said Ruth Spratt, UK Country Manager, Affirm.

The launch also underlines the continued expansion of instalment finance into mainstream retail channels in the UK. Amazon acts as a credit broker rather than a lender for these products, introducing customers to a panel of lenders that includes Affirm, while the credit itself remains subject to checks and eligibility criteria.

Affirm said the product is available to UK residents aged 18 and over who have a bank account or debit card, and that a down payment may be required in some cases. It also said missed payments may affect a customer's financial status.

The new options mean shoppers on Amazon.co.uk will be able to spread payments over periods ranging from three months to four years, depending on the basket and the plan offered.