Prime is the most recognize consumer product from Amazon. Prime started out as fast free shipping. As benefits expanded under the Prime, customers where confuse by the complex articulation of the portfolio. This caused customers to think about “cable cutting” approach. The power of Prime is in the totally of the benefits. It offers a disproportionate value compared to that of other single benefits (Netflix, Spotify, etc).

Prime needed a strategic north star to help guide it’s scaling benefits programs and to help drive equity back to Amazon and Prime master brand.