Dive Brief:

• Amazon has a new Prime perk -- the Amazon Prime Store Card, which was recently discovered by Re/Code’s Jason Del Rey.
• The card awards 5% on Amazon purchases, not just Prime-eligible purchases, and has no annual fee.
• The e-retail giant has been quietly offering the card since March and has slowly been advertising it on its website. While there was no big advertising splash around it, Del Rey came across the card through a message about it on the site.

Dive Insight:

In case anyone is wondering, Amazon Prime is an ever-evolving package of advantages for Prime members that competitors will likely find a bit head-spinning.

This latest perk is a quite generous cash-back card (though the fine print could be a whole other story) that is likely cheaper for Amazon to administer than others’ credit cards and, more importantly, helps further lock in Prime members. Del Rey also pointed out that the card has similar perks to Target's own branded credit card, which gives owners 5% back on every purchase and free shipping on the retailer's website. 

No matter the competition, it's just another flex of Amazon’s impressive disruption muscles.