Amazon continues to focus on providing low prices and a wide selection of products for its customers. Doug Herrington, CEO of Worldwide Amazon Stores, said, “Ever since we opened our virtual doors, Amazon has been relentlessly focused on delivering low prices, vast selection, and unmatched convenience to our customers. When it comes to providing customers great value, we are committed to offering the lowest prices every day across the widest selection, and we know customers really appreciate Amazon doing the work to meet or beat the prices of other retailers plus offering fantastic extra deals and discounts so they can trust they’re getting a great deal shopping with us day after day, week after week, year after year.”
Amazon states that more than 60% of items sold in its store come from independent sellers. These sellers offered competitive pricing and contributed tens of billions of dollars in savings through deals and coupons in 2024. An independent analysis found that Amazon was the lowest-priced U.S. retailer each year since 2017; in 2024, its online prices averaged 14% lower than those at major U.S. retailers for tens of thousands of identical products.
The company regularly compares its retail and grocery prices with competitors’ offerings to ensure competitive pricing for customers. In addition to direct purchases from Amazon, shoppers can buy from independent sellers who set their own prices but are encouraged by Amazon’s policies to match or beat major retailers’ rates.
Customers also have access to daily deals, coupons, and sale events such as Prime Day, Black Friday, and Cyber Monday. In the previous year alone, these offers led to over $35 billion in customer savings worldwide.
Prime members receive additional benefits including fast free delivery on over 300 million products—many available for same-day or next-day shipping—and exclusive access to special sales events like Prime Day and Prime Big Deal Days. The enhanced Prime for Young Adults membership gives those aged 18-24 new perks at half the standard cost. Prime Family allows sharing certain benefits with another adult and up to four children per household.
Other exclusive Prime member benefits include unlimited free delivery at increased speeds compared with when the program launched twenty years ago; discounts on groceries at Amazon.com, Whole Foods Market, and Amazon Fresh; a complimentary Grubhub+ membership valued at $120 annually; fuel savings averaging nearly $70 per year at select gas stations; Buy with Prime benefits at external online stores; as well as credit card rewards such as unlimited 5% back on eligible purchases at Amazon.com and Whole Foods Market.
Entertainment options bundled into Prime include streaming via Prime Video (with movies, shows, live sports), ad-free music through Amazon Music, access to eBooks/audiobooks/magazines/comics/manga selections for reading devices or apps; unlimited photo storage using Amazon Photos; gaming perks including free games and Twitch subscriptions; and soon Alexa+, an AI-powered assistant service which will be included free for members though otherwise priced at $19.99 per month.
Prime members may also subscribe to discounted add-on services such as unlimited grocery delivery from various providers for $9.99 per month (on orders above $35), reduced-cost healthcare through One Medical ($9 monthly), prescription medications starting at $1 per month via Amazon Pharmacy or RxPass ($5 monthly for eligible generics), plus lower-priced subscriptions like Amazon Music Unlimited.
For all shoppers—not just Prime members—Amazon provides private-label brands across multiple categories like groceries or home goods along with programs such as Subscribe & Save (offering up to 15% off essentials via auto-delivery). Customers can purchase discounted used/refurbished/overstocked goods through platforms like Resale or Renewed outlets within the store ecosystem. Additional initiatives include ultra-low-priced options through Amazon Haul (with one-to-two-week deliveries) backed by a purchase guarantee program. Resources under “Amazon Access” help make shopping more affordable—including discounted memberships for qualifying government assistance recipients or income-verified users.
