Amazon names Shopify its preferred Webstore alternative

Both companies are also working on a new sales channel, which will allow Shopify merchants to list products simultaneously on Shopify and through Selling on Amazon.

Amazon is now advising Webstore merchants to migrate their stores to Shopify, the companies announced Thursday.

The e-commerce giant first confirmed in March that it would begin shutting down its Webstore e-commerce platform in July, but only now has Amazon provided a direct integration funnel to another platform.

As part of the migration, Shopify merchants will also be able to add Amazon's payment technology to their sites, such as Login and Pay with Amazon, as well as Fulfillment by Amazon.

Both companies are also working on a new sales channel that will allow Shopify merchants to list products simultaneously on Shopify and through Selling on Amazon.

The integration is a big win for Shopify, as Amazon has previously cozied up to Shopify's competitor Bigcommerce. Shopify offers an all-in-one e-ecommerce platform that is now growing by leaps and bounds. The Canadian company has also been at the forefront of the buy button craze through partnerships with Facebook and Pinterest.

As for Webstore, Amazon launched the platform in 2010 as a means for SMB retailers to create and run their own online shop. For $79 per month, plus sales charges between 2.10 percent to 2.90 percent, the platform helped small merchants create a mobile, tablet and desktop website, with additional features such as inventory and order management, payment processing and shipping services.

But in the five years since, the platform's momentum stalled. Even as the venerable king of e-commerce, Amazon struggled to appeal to smaller online sellers because of the conflicting relationship it presented.

At a most basic level, small merchants were, in a way, sleeping with the enemy. Although Webstore users were able to maintain their own brand presence on their store, Amazon's branding was always nearby. And if the price was right, shoppers could buy a cheaper product directly from Amazon in just a couple clicks.

Now with the ties to Shopify, Amazon is giving sellers a bit more breathing room while still keeping them within its e-commerce ecosystem.

"Shopify exemplifies the value of simplicity in an increasingly complex world of commerce services," said Patrick Gauthier, VP of Amazon Payments, in a statement. "We are excited to work together with Shopify to create best of class solutions that help merchants integrate Amazon offerings."