Press commentary on Amazon’s expansion for Belgium’s largest business paper, De Tijd

On Prime’s uniqueness

Prime is that it is unlike almost every other loyalty program. It has no point system, is not about opening a branded credit card, or about one-time discounts on big purchases and, importantly, it is not just about fast shipping. Paying a fee in advance has a physiological effect that leads people to think, “Well, I already spent money with Amazon, the delivery is quick and the price is often low, might as well buy it from them.” This all reduces friction so people default towards buying on Amazon.

On Prime’s potential in Europe

Europe is a relatively new focus for Amazon. It wants to be present and expand and the region’s density creates many advantages for fast delivery. I do not see why the results would be different because Prime works psychologically.