Amazon (AMZN) is ending its Prime Invitee Program, which let members extend free shipping perks to people outside their household. The program will close on October 1, according to a notice sent to users this week. Guests who have been added will be informed of the change by September 5.
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In the meantime, AMZN shares dropped 1.60% yesterday to stand at $225.
Transition to Amazon Family
Instead of the Invitee program, Amazon will push members to opt for Amazon Family. This plan allows one other adult, four children and up to four teens to share benefits such as shipping, video and music. However, all members must share the same primary home address. Amazon defined this as the place where the household spends most of its time.
In the past, Prime members could share two-day shipping with another adult even if that person lived elsewhere. Starting next month, anyone who does not live at the same address as the account holder will need to purchase a separate Prime membership.
The company noted that Amazon Family is already in place for members who joined before April 7, 2025, and that benefits will continue for those who meet the household requirement.
Context and Impact
The change comes after Reuters reported that Amazon’s Prime signups in the U.S. ahead of this year’s Prime Day fell below last year’s level and below internal goals. Even so, Amazon said Prime membership continues to grow both in the U.S. and abroad. According to the company, the weeks around Prime Day produced record-breaking signups worldwide.
Prime remains central to Amazon’s retail model. By limiting how benefits can be shared, the company aims to boost paid sign-ups while reinforcing household-based membership.
Is Amazon Stock a Buy, Sell, or Hold?
On the Street, Amazon boasts a Strong Buy consensus, based on 45 analysts’ ratings. The average AMZN price target stands at $264.13, implying a 17.21% upside from the current price.
