This is as much about member retention as it is about acquisition. There’s no doubt that adding these new membership perks will help retain existing Prime members and attract new ones. Amazon is essentially a services/content aggregator and as a result, their membership moat continues to get bigger. The more meaningful services, the better the value proposition and it’s clear that Amazon isn’t about to take their foot off the gas.

For those that use the perks, Amazon Prime is already exceptionally good value for the money. Adding more benefits may help retention and may boost new subscriber numbers modestly, however I don’t see these things moving the needle significantly. The problem is that there are many households that either simply can’t afford the service or don’t use it enough to justify the cost during these more constrained times. That will create some erosion. All that said, Amazon Prime will remain one of the most successful retail membership programs of all time.

If a consumer is already contemplating Prime, membership perks like these could push them to join, but to add big numbers Amazon will have to think bigger.

I’m with Mark Ryski – it’s a (great) retention mechanism.

I think Prime membership is already a deal, but for those that are not part of the Amazon ecosystem you have to keep adding the “but there’s more” items as money is getting tighter each day. I think they will be successful in adding more subscribers.

At this point most of us are so far into Amazon that these perks won’t mean a lot. I don’t care about GrubHub or Lord of the Rings so those things would not move me. It’s the ease of Amazon that gets me and I know I am not alone.

Sorry, GrubHub+, a few sneak previews, NFL gear and a few more deals on Amazon tech do not feel like they will be enough to move the needle on Prime memberships. With Prime’s already huge penetration rates, I understand why they are targeting niche audiences. I just think they have picked the wrong niches. These niches are already full of very dedicated customers. Seriously, when was the last time you met a LOTR fan who would let a couple bucks stand between them and their franchise? Or a hungry Millennial without a GrubHub subscription? Or a zealous NFL fan that was waiting for a deal to buy their jersey? I appreciate the concept, but I think they need to look for niches that aren’t already so dedicated to the perks they are offering.

Looking beyond the marketing messaging, these perks are primarily exposure benefitting the companies wanting access to Amazon’s enormous audience. As an Amazon Prime subscriber, I might use some of these promos but they are incidental to the main reason I am a member: a better shopping experience with Amazon.

These perks are icing on the cake. Prime is already a great deal. For Prime members this is just a reminder that Amazon will continue to improve its offering.

When I get that Prime email announcing members can get a two-day sneak peek at its upcoming show, The Lord of the Rings: The Rings of Power, my first reaction is, wow!

The strategy of Prime is to, insidiously or otherwise, make it a part of people lives.

Inflation has caused many people to look at all their expenses including all their subscriptions and determine which they should hold and which they should drop. Amazon’s Prime members are no different. As Mark has noted these new perks are aimed at both retention and acquisition.

The cost of Prime has risen fairly steadily, so it makes sense they would look to add affordable perks to the package. It will be interesting to see what this does for GrubHub.

I think this will reduce churn — yes. Every now and then I do a pass through all the subscription services I pay for and don’t really use, mostly TV channels. Inevitably I cut a few. Several of these are bundled via my T-Mobile subscription, which casts T-Mobile in a good light. Bundling at no extra charge for some of those services seems a winning strategy. At least for the first year.

I remember Jeff Bezos being interviewed about the higher price of Prime. The short version is that he wanted to offer enough perks that the Prime membership was an easy-to-make decision. For Amazon to continue to increase pricing, they will have to provide the value. It’s that simple.

Go, go, go! The new perks will only add to the increasing Prime membership, continue growth, and incentivize more, new purchases. Amazon has done this successfully for many years now and the real question is why would they stop adding incentives to the Prime Day in July?