Amazon Prime - Repositioning Strategy - Essay Example

The customers availing of the Amazon Prime service provide a strong focus on the value associated with it. With the price hike of $20 in recent times, the subscribers for the service will have to place a total of 25 orders annually from the Amazon store in order to reap the value associated with it (Comeau, 2014). So, in order to generate value for the customers, frequent purchases on the online store are necessary.  

The second step will be to highlight the benefits of faster product delivery during the holiday seasons, which are the prime shopping seasons (Rao, 2013). The third step can be to pitch the service to consumers, who have a high movie-watching tendency. The final tactic will be to offer attractive price rates for consumer electronics and books since they have the highest purchases in online stores (Nanji, 2013). By offering attractive prices, the purchase frequency of the consumers can be increased and this will create a pull demand for the Amazon Prime Service.