This is a confusing headline. What it really means, I think, is simply that you can now do a recurring transaction against Amazon as a payment type. So they're not really helping "merchants do subscriptions" like other services in that space do. Merchants would already need to know how to handle a recurring/subscription transaction. They could now just add an Amazon payment method next to CC's and PayPal where before they couldn't.
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This is a confusing headline. What it really means, I think, is simply that you can now do a recurring transaction against Amazon as a payment type. So they're not really helping "merchants do subscriptions" like other services in that space do. Merchants would already need to know how to handle a recurring/subscription transaction. They could now just add an Amazon payment method next to CC's and PayPal where before they couldn't.