Dive Brief:
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To celebrate its Emmy wins for its original programming, Amazon Friday will offer its Prime membership for just $67, Sept. 25 only.
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The special price, found at Amazon.com/TransparentPrime, is a steep discount off its regular $99 annual membership fee.
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The deal is another, if limited, way for Amazon to grow its Prime membership, which boosts its sales mightily, and comes just ahead of the holidays.
Dive Insight:
The $67 price tag for Amazon Prime membership Friday is the e-retail giant’s nod to the 67th annual Emmy awards, which were broadcast Sunday. The retailer’s original program “Transparent” snagged a high-profile Outstanding Lead Actor in a Comedy Series for the show’s star, Jeffrey Tambor, among five Emmys, and its “Tumble Leaf,” won five Daytime Emmy awards, including Outstanding Preschool Children’s Animated Program.
The move shows that Amazon will continue to be creative about boosting its Prime membership, which helps consumers stick with it for its wide array of products. Its Prime Day this summer got mixed reviews, but is widely seen as gaining new members more than simply sales.
There’s good reason for all this. Amazon Prime members convert 74% of the time on Amazon.com, according to Millward Brown Digital, compared to 13% for non-prime members. Prime members also showed a preference for Amazon, converting 6% of the time at other warehouse retailers’ e-commerce sites. If membership growth for Amazon Prime continues at its current pace, half of all U.S. households could be Amazon Prime members by 2020.
