There are also some items that are available only to Prime members, which creates additional value. While many might associate Prime solely with its two-day-shipping guarantee, it has other benefits such as video and music streaming. In using unlimited free shipping, Prime members tend to order more items, more often.Īmazon needs to keep these customers both satisfied and confident they're getting a great value so that they stay members. While Prime members buy an average of $1,400 in products from Amazon each year, regular, non-Prime customers only spend $600, according to a Consumer Intelligence Research Partners survey from 2018. Read more: Amazon is making it harder and harder to quit Prime The membership is Amazon's crown jewel, and the customers are far more valuable than the typical Amazon shopper. It's no surprise Amazon would make it as difficult as possible to quit Prime. So customers aren't on the hook for membership fees they don't want to pay.īut many customers may just throw up their hands and accept that they paid for a membership for the next month or year. Of course Amazon's customer service will refund any unexpected charges, prorated from the last time they were accessed. Customers may assume they have already canceled after they click "end my membership." This is much like the cart-abandonment phenomenon, where customers add things to their online shopping cart and neglect to check out. It seems Amazon makes it intentionally hard to end a membership. Account icon An icon in the shape of a person's head and shoulders.
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