Amazon will launch Prime Lite, a more affordable tier of its Prime subscription in India, priced at ₹799 per year. Tailored for the cost-conscious consumer, Prime Lite offers a taste of Prime’s perks, including ad-supported Prime Video content and free shipping, presenting a pocket-friendly alternative to the full-fledged ₹1499 annual plan.
What to know: According to a report by Mint, Prime Lite is currently in the pilot phase, aimed at gauging Indian consumers’ appetite for a scaled-down, less costly subscription model.
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“India serves as a critical innovation hub for Amazon, guiding us to explore diverse pricing models and benefits, some of which have been adopted globally,” shared Kelly Day, Vice President – International, Prime Video.
This exploration includes understanding customer preferences for subscription benefits and positioning Prime Lite as a test bed for new approaches to membership.
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This move diverges from Amazon Prime’s traditional one-size-fits-all subscription, contrasting with competitors like Disney+Hotstar and Netflix, which offer varied plans based on viewer needs and viewing platforms.
Prime Lite members will enjoy HD-quality streaming on one device, excluding benefits such as Amazon Music, Prime Reading, and Prime Gaming. Despite its limitations, Amazon anticipates Prime Lite will attract mobile users seeking to upgrade, potentially boosting the service’s average revenue per user (ARPUs).
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Amazon initially envisioned pricing the Lite tier at ₹999 before settling on ₹799. The plan, unique to India, follows the success of the Prime Video mobile edition, hinting at Amazon’s strategic focus on adapting and innovating within its services to meet Indian customer needs.
Moreover, Prime Video’s recent announcement of 40 original series and movies, along with 29 post-theatrical films in Hindi, Tamil, and Telugu, over the next two years, signals Amazon’s ambition to continue enriching its content library in the country.
