The partnership, unveiled Wednesday, will allow shoppers on Amazon.co.uk to select Affirm as a payment method and receive an instant eligibility decision for either three interest‑free installments over three months or a 48‑month interest‑bearing plan, provided the order totals at least £50 (about $66).
“We want to give Amazon customers genuine choice and flexibility over how they pay,” said Vassil Gedov, general manager of payment products for Amazon EU. “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.”
Amazon said the new financing options will be rolled out progressively to eligible UK customers in the coming weeks. The service will not be available for certain categories, including gift cards, groceries, out‑of‑stock items and digital content such as music, videos, Kindle books, apps and game downloads.
Affirm highlighted a parallel development in its underwriting approach. President Libor Michalek explained that the company now uses a transformer‑based model that adds a time dimension to a borrower’s credit history, allowing it to approve applicants who would have been declined under older models, including those with limited credit histories or no FICO score.
According to Michalek, the upgraded model can identify roughly half of a group of ten previously rejected applicants who are likely to repay, expanding credit access for subprime and near‑prime consumers. For Amazon, the collaboration with an expanded‑eligibility BNPL provider could deepen its foothold in the UK’s growing installment‑payment market.