Amazon is testing a new, cheaper version of its Prime subscription, dubbed Prime Lite. Currently, however, only in India, one of the world’s largest markets with around 1.4 billion potential customers. As the Techcrunch site reports, only beta testers can currently access this offer, and an official start date for the program has not yet been announced.
By the way, that’s how it started with Amazon Freevee!
In contrast to the Standard Prime subscription, Prime Lite offers fewer functions</strong >. Customers continue to benefit from a two-day delivery guarantee on many orders, but this is one day longer than traditional Prime. Functions such as:
- Amazon Prime Music
- Prime Reading
- Prime Video remains part of the subscription but is subject to various restrictions.
A notable difference is the increased advertising on Prime Video. In addition to the usual advertisements that refer to other subscription content and can be skipped, Prime Lite includes additional product advertisements from other companies. These can occur during movies and individual episodes and cannot be skipped. Therefore, Prime Lite can essentially be viewed as an ad-supported subscription. Another limitation is that all content is only available in SD resolution.
It is currently unknown whether the catalog for Prime Video will be restricted under Prime Lite and whether there are other technical restrictions. It is also still unclear whether this offer will also be introduced in Germany. However, it can be assumed that if the first field tests are positive, the new model will also be introduced in other countries.
The pricing for the Prime Lite subscription in India is 999 rupees (about 11.50 euros) per year compared to 1,499 rupees (about 17 euros) for the standard prime subscription. In Germany, the current price for the monthly Prime subscription since the price increase in September 2022 is 8.99 euros, while the annual subscription costs 89.90 euros.
How all this develops remains to be seen. In any case, it is becoming clear that the cost pressure is increasing in all areas and the streaming market is becoming more and more fragmented.