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Amazon ups its game with 'Prime Membership' programme

27-July-2016
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Amazon ups its game with 'Prime Membership' programme

Amazon has upped its game in the e-commerce segment with its latest move by bringing its globally popular ‘Amazon Prime’ membership program to over 100 cities in India. The program entitles the users to unlimited free one or two day delivery on numerous products from the e-commerce major with no price cap. Currently it is offering a free trial period of 60 days to allow Indian shoppers to experience the benefits of Prime.

Apart from this, Prime members have other additional benefits like Prime Early Access, which allows them 30 minute early access to new deals and exclusive deals from brands and sellers and access to Prime Video, its digital video subscription service which is similar to Netflix, which it is bringing to the country soon.

 “We are very excited to bring Prime to our customers in India.  With Prime, guaranteed one-day delivery becomes an everyday experience instead of an occasional indulgence, and with no minimum purchases, it provides unlimited convenience all year long," said Amit Agarwal, Vice-President and Country Head, Amazon India.

 "For sellers, Fulfilment by Amazon is now an even more powerful opportunity to rapidly grow their business and at the same time, provide customers across India with vast selection and unlimited fast free Prime delivery," he added.

“Tens of millions of members around the world enjoy the best of Amazon with a Prime membership, and now this one-of-a-kind program is available to our customers in India. Since its inception in every country, Prime continues to evolve as we add millions of additional items that can be delivered incredibly fast and free. We have also introduced unique digital benefits like Prime Video featuring Amazon Original Series and Movies - you’ll be hearing more about that in the coming months,” said Greg Greeley, Vice-President Worldwide Prime, Amazon.

 Amazon.in has revamped its on-site and app experience to allow customers to seamlessly discover and choose Prime products. Customers searching for products can use the new ‘Prime’ filter to look for all eligible Products. A ‘Prime’ badge will be displayed on listings to indicate when a product will be delivered to the customer’s address.

 The membership is currently priced at a discounted rate of Rs 499 annually –listed price is Rs 999. Prime members in 20 cities can also choose same day, morning or scheduled delivery at a discounted fee of Rs 50 per order on over 10,000 products.

Amazon Prime is a major blow to Flipkart whose annual subscription service ‘Flipkart First’ didn’t take off well. It was earlier reported that Flipkart plans to launch a supercharged version of its product assurance programme for buyers. As the home-grown e-commerce giant wants to catch up with Amazon India's service levels, under ‘F-Assured’, Flipkart will promise improved delivery service and a stricter quality check of products. It will seek to counter Amazon's Prime priority subscription service. 

However, Amazon is not taking any chances and is focusing on overtaking market leader Flipkart as India’s largest online marketplace. Amazon’s current priority is India, with its additional investment of $3 billion in the country totalling to $5 billion. Recently, the company added six new fulfillment centres, taking it overall warehousing capacity in the country up to 2.5 million sq ft across 10 states, making it the largest among Indian e-commerce players. This will help the company make faster deliveries that it will now promise its Prime customers. 

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