Case Study: Felix Gray achieves 70% faster checkouts and higher conversions with Amazon Pay

Using Amazon Pay to realize a new vision for modern eyewear

Felix Gray, an American eyewear startup known for proprietary lenses that reduce screen-related eye strain, faced a common e-commerce challenge: friction at checkout, especially on mobile where most of its sales occur. To speed and simplify the payment flow, Felix Gray joined an Amazon Pay upgrade program and implemented Amazon Pay’s checkout solution to reduce manual entry of payment and address information.

Integrating Amazon Pay let Felix Gray surface prefilled customer data and a familiar, faster checkout experience—making the flow 70% faster than their native checkout—and produced a 5% lift in sales conversion for shoppers who started checkout with Amazon Pay. Felix Gray also saw fewer checkout-related support questions and a 20–25% higher repeat purchase rate within 90 days among Amazon Pay customers, delivering measurable gains in conversion and retention.

Felix Gray

Houtan Fanisalek

Chief Technical Officer