Amazon has started offering instalment financing on Amazon.co.uk through a new tie-up with Affirm, giving UK shoppers a way to spread the cost of purchases over as long as 48 months. The option goes beyond the short-term “pay in 3” and “pay in 4” products common in UK buy now, pay later.

The financing became available to customers today. Shoppers select Affirm as their payment method at checkout and receive an instant eligibility decision. If approved, they can choose between a “0% Pay-in-3” plan, which splits a purchase into three interest-free monthly payments, or a longer-term plan of up to 48 months at 22% representative APR fixed. Both options apply to eligible baskets of £50 or more and carry no late or hidden fees, though Affirm says missed payments may still affect a customer’s financial status.

BNPL moves into regulation

The launch arrives as the UK’s BNPL market enters a new regulatory phase. From 15 July 2026, the FCA began regulating certain third-party deferred-payment credit products, including interest-free products such as “pay in 3” and “pay in 4”. The FCA defines deferred-payment credit as interest-free credit repayable in no more than 12 instalments over 12 months or less. The rules require clearer pre-contract information and affordability and creditworthiness checks, support for customers in financial difficulty, and access to a formal complaints and redress process.

Amazon’s 0% Pay-in-3 plan appears to fit that newly regulated short-term BNPL category. Its 22% APR option is different: with repayments extending to 48 months, it sits closer to a longer-term consumer-finance product than to short-term BNPL, even though customers reach both through the same checkout flow.

Amazon isn’t itself the lender. Amazon EU S.à r.l. acts as a credit broker, introducing eligible customers to regulated credit provided by a panel of lenders that includes Affirm UK Limited, according to the companies’ joint release. Affirm UK Limited, which provides the credit, is authorised by the FCA under firm reference number 756087.

Amazon’s standard return and refund policies, and its A-to-Z Guarantee for third-party purchases, continue to apply regardless of payment method. On top of that, purchases costing more than £100 and up to £30,000 may also receive protection under Section 75 of the Consumer Credit Act 1974, provided the credit agreement and transaction meet the statutory conditions; Section 75 can make the creditor jointly liable with the seller for misrepresentation or breach of contract.

Vassil Gedov, general manager of payment products at Amazon EU, said: “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.”

Ruth Spratt, UK country manager at Affirm, said: “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.”

Affirm financing is being rolled out progressively to eligible customers over the coming weeks and covers most product categories on Amazon.co.uk, though it excludes gift cards, groceries, out-of-stock items and certain digital content such as music, video, Kindle books, apps and game downloads. Customers can pay manually or set up automatic debits from a bank account or debit card, and can manage a plan, make extra payments, or clear the balance early with no penalty, through the Affirm app or website.