1. Amazon is ending the Prime Invitee Program on October 1, 2025. 2. Invitees must now sign up for their own Prime membership. 3. Shift to Amazon Family limits sharing to one adult and children only. 4. Prime signups in the U.S. reportedly fell short of targets. 5. Amazon claims overall Prime membership continues to grow internationally.
The discontinuation of a sharing feature may deter potential Prime users, affecting revenue. Historically, similar membership changes have led to short-term slowdowns in subscription growth.
The article addresses a significant operational change potentially affecting user retention and subscription growth. Such changes can lead to perceptions of reduced value for consumers considering Prime membership.
Changes to membership models often impact user growth immediately and create uncertainty. For example, Netflix faced backlash with similar account sharing policies affecting subscriptions quickly.