Amazon doubles down on pricing, speed edge as quick commerce bites

A decade after launching in India, Amazon Prime has evolved from a delivery subscription into a multi-tier membership programme spanning entertainment, rapid commerce and co-branded financial products. Membership is on track to double from 2023 levels by the end of this year, according to a senior company executive.

The growth has been driven in part by a tiered pricing structure introduced in 2024—an India-first move that departed from Amazon’s traditional global single-price model. The company now offers multiple plans, including Prime Shopping Edition, Prime Lite and Core Prime, catering to different consumer segments.