Amazon, the global e-commerce giant, has launched a new version of its Prime subscription, known as Amazon Prime Lite, in India. This new offering is a more affordable version of the Prime membership and is designed to cater to users who want to enjoy select Prime benefits without paying the full price for a regular Prime membership.
Priced at INR 999 for a 12-month subscription, Amazon Prime Lite offers a more cost-effective alternative to the standard Amazon Prime membership, which costs INR 1,499 for a year in India. The Lite version, however, comes with lesser benefits than its full-featured counterpart. Notably, Prime Lite does not offer access to Amazon Music, Prime Reading, Prime Gaming, and Prime Advantage benefits, which include no-cost EMI on smartphone purchases and up to 6 months of free screen replacement on select devices.
Furthermore, while Prime Lite subscribers will not be able to access the Prime Video OTT platform on a web browser, they will be limited to HD quality streaming on up to two devices simultaneously. This contrasts with the standard Prime members who can stream content in up to 4K resolution on up to four devices simultaneously. It’s also worth mentioning that Amazon has introduced advertisements into Prime Videos for Lite subscribers, although the specifics of ad placements are yet to be clarified.
Despite these restrictions, Prime Lite offers some tangible benefits. Just like the regular Prime members, Amazon Prime Lite subscribers will receive free two-day delivery, and they also have the option to pay an additional INR 175 for morning delivery on eligible products. Additionally, subscribers can avail of free no-rush shipping to eligible addresses, which comes with INR 25 cashback on each order. Prime Lite members also enjoy unlimited 5% reward points for purchases on Amazon with the Amazon Pay ICICI credit card, along with exclusive Prime deals and early access on Amazon.
The response to the introduction of Prime Lite has been largely positive, as the offering appears to be designed to attract more customers by providing more or less the same benefits as the regular Prime membership but at a slightly lower rate. The cost-effective nature of this new plan, coupled with the suite of benefits it offers, is expected to drive a good response from the public and work in favor of Amazon’s market strategy.
Amazon’s introduction of Prime Lite in India marks a strategic move to increase its user base by offering a more affordable subscription model. While the benefits are fewer compared to the full Prime membership, the reduced price point and the inclusion of some key features could make Prime Lite an attractive option for cost-conscious consumers. As the service evolves, it will be interesting to see how Amazon further tweaks this offering and how users respond.