For Amazon's first ten years, its core product was laundry detergent. For Amazon's last ten years, its core product was AWS. But for Amazon's next ten years, its core product is going to be Amazon Prime.
Right now, most of us only think of Amazon Prime as a gateway to universal two-day shipping, The Marvelous Mrs. Maisel, and a thriving sex life. (It's only a matter of time before Hinge adds "Amazon Prime subscriber?" as a filter, and good luck getting any prompt replies if that box isn't checked.) But both of the major announcements Amazon has made in the last month — partnering with Grubhub to give all Amazon Prime members a year of Grubhub Plus for free, and acquiring One Medical for $3.9 billion — clearly indicate a desire to push Amazon Prime into becoming much more than a two-day shipping subscription.
Amazon wants to make Amazon Prime a lifestyle subscription.
With its two-day shipping options and Whole Foods grocery benefits, Amazon Prime already covers almost all of your shopping needs (presuming you don't mind soybean casseroles for dinner). With Prime Video, Prime Reading, Prime Gaming, and Amazon Music, the subscription has already spread itself over a wide array of entertainment services. With this Grubhub partnership, Amazon is motioning to get a share of your restaurant spend. And it's hard to think about this One Medical deal without imagining an adjacent "Amazon Prime Health" program where Amazon Prime subscribers get free or reduced access to One Medical healthcare services.
In essence, if you spend money on anything, Amazon wants to make sure there is a path to buy that product or service through your Amazon Prime subscription. I think it will slowly but surely start framing itself as something closer to a social club than a subscription for cheaper shipping, and I think public trust in the Amazon brand is great enough where this might actually succeed.
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