Amazon Prime has expanded its offerings once more, now including fuel discounts at gas stations nationwide. Prime members can access a 10-cent discount per gallon at around 7,000 BP, Amoco, and AM/PM locations, potentially saving each member nearly $70 annually. By linking their Amazon accounts with BP’s Earnify app, members can seamlessly unlock this savings feature, which is well-timed amidst concerns over rising global oil prices driven by ongoing conflicts and economic shifts.
Amazon’s latest benefit joins an impressive array of perks available to its 184 million Prime members, including free delivery, music and video streaming, grocery and food delivery, and prescription discounts. Analysts view the move as a tactical expansion of Prime’s value, particularly given the recent increase in paid membership programs across major retailers. Walmart+, a direct competitor, offers a similar 10-cent per gallon discount at 14,000 U.S. gas stations. Meanwhile, emerging programs from Target and Wayfair are steadily making inroads into the subscription economy.
Retail analyst Neil Saunders explains that Amazon’s strategy is to create a comprehensive suite of services within Prime, which makes it a singularly attractive membership that’s hard to leave. “The more benefits Amazon adds, the more attractive the overall membership, making it harder for consumers to find equal value elsewhere,” Saunders commented.
Still, Amazon’s strategy isn’t without its challenges. The more benefits a program includes, the greater the chance for user confusion and disengagement from underutilized perks. Amazon’s annual membership cost of $139 is also higher than Walmart+ and Target Circle, each of which offers memberships priced below $100. “Amazon will need to closely analyze member engagement with each benefit to ensure that Prime feels genuinely valuable rather than just a list of extras,” Saunders noted.
Despite these challenges, Amazon’s decision to add fuel savings underscores its ongoing commitment to offering a versatile and valuable membership experience. With competitors swiftly enhancing their own programs, Amazon’s investment in new services helps solidify Prime’s status as a premium offering in the subscription landscape. As more brands chase Amazon’s comprehensive approach, the addition of fuel discounts reflects Amazon’s determination to maintain Prime’s lead as an all-encompassing membership program that continues to go above and beyond traditional loyalty offerings.
