Amazon Revamps Prime Sharing Programs
Amazon has officially discontinued its major invitee programs, which previously allowed members to extend their free shipping benefits to select users outside their households.
This week, the company revealed it would replace the old program with a new feature called Amazon Family. This new offering lets members share various Prime benefits with one additional adult in their home, and digital Prime content with up to four children residing there.
Additionally, up to four teenagers, whose accounts were set up before April 7—when Amazon closed the teenage login program to new sign-ups—can still share essential perks.
Amazon has begun informing current Prime Invitee program participants about the program’s closure slated for October 1. Notifications are expected to reach guests by September 5, according to reports.
The Prime Invitee program, which launched in the U.S. back in 2009, ceased accepting new guests in 2015.
In their statement, Amazon noted, “The invitation program, which primarily allowed the benefit of Prime Shipping, has been phased out. Instead, Prime members will be able to share a broader range of Prime benefits with the Amazon Family.”
Furthermore, it was reported that Amazon’s U.S. Prime sign-ups have not met expectations during the recent promotional events leading up to Prime Day, falling short of last year’s registration numbers.
However, an Amazon spokesperson mentioned that the weeks surrounding Prime Day actually saw “record-breaking sign-ups globally.” They highlighted continuous growth and strong engagement for Prime Membership both in the U.S. and abroad.
According to the spokesperson, “We are consistently adapting globally to improve our value proposition, offering faster delivery speeds, enhanced entertainment options, and additional shopping benefits.”
Amazon also indicated that Prime membership continues to grow annually.
This move aligns with trends observed in other subscription services, like Netflix, which are working to limit password sharing in an effort to boost their paid subscriber numbers.
