Amazon.com is attempting to attract more more students into its lucrative Prime loyalty program. The retailer announced a new offer for college students: $5.49 monthly subscription plan bundled into a free six-month trial offer. So essentially anyone with an .edu email address can get Amazon Prime free for six months, after which they can elect to remain on the plan without committing to a full year’s subscription. Previously, Amazon has offered students a 50 percent discount on the annual subscription, meaning those in an eligible two- or four-year program in the U.S. would only pay $49 for the year.
Total Retail's Take: Another instance of Amazon appearing to be looking out for the consumer — in this case, cash-strapped college students — when in reality it's positioning itself to acquire the loyalty of sought-after millennial and Gen Z shoppers. You have to give Amazon credit; it's a smart plan. Getting younger students to become regular shoppers of Amazon, including consuming its entertainment options, figures to bold well as those students graduate, get started in their careers, and have money to spend. Amazon is prepping its next generation of loyal customers.