Amazon launches Prime membership in Singapore to attract customers

Amazon brings its Handmade items to Prime Now through the holidays

Through Prime Now, members of Prime in eligible postcodes are now able to receive Amazon Handmade products for free in a delivery time of just one to two hours.

The members can also enjoy the streaming service Amazon Prime Video and gaming subscription service Twitch Prime. For that amount, members get to enjoy Prime Video, a membership with video game streaming platform Twitch, and unlimited free worldwide shipping on orders above S$60 on the Prime Now mobile app.

The launch of Amazon Prime comes just after the company ended its Free AmazonGlobal Saver Shipping option to Singapore on Monday, which enabled shoppers here to get free global shipping with a minimum order of US$125. A specially-curated list of products from Amazon Handmade artisans is available through Prime Now in time for the holiday season. Amazon are hoping that the lure of halving the threshold for free worldwide shipping from Amazon US to Singapore and cutting delivery times will be enough to convince Singapore customers to cough up. They're getting Amazon Prime, but only for products that they purchase from Amazon in the USA some 9,000 odd miles away.

But for a limited period, it goes for $2.99 a month, although Amazon did not specify for how long.

Amazon launched its fast delivery service Prime Now here in July.

Prime membership in the USA costs US$10.99 a month or US$99 a year.

Speaking about the launch of Amazon Prime, Jamil Ghani, vice-president of Amazon Prime International, said, "Prime membership is created to offer the best of Amazon". "We will keep making Prime better and better in Singapore, adding more selection, finding ways to make it faster and adding more benefits including great quality entertainment". Benefits offered include rebates and discounts for online supermarket RedMart, Netflix and Uber.

Mr Amos Tan, a Singapore Polytechnic senior lecturer in marketing and retail, said Amazon's removal of free shipping for non-members is a way of trying to lock in more customers.

That said, Amazon may consider adding these services in the future.

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