In a move designed to expand the benefits of Amazon Prime membership, Amazon has announced a new partnership with BP’s Earnify loyalty program. This new perk allows Prime members to save 10 cents per gallon at over 7,000 BP-affiliated gas stations across the U.S., including BP, Amoco, and AM/PM locations. By linking an Amazon account to BP’s Earnify program, members can redeem the discount directly at the pump, potentially saving regular drivers an estimated $70 per year.
“This move is a smart response to the rise of competing membership programs,” said Neil Saunders, managing director at Global Data Retail, who explained that adding tangible benefits such as fuel discounts makes it harder for customers to justify leaving the platform. “Amazon is broadening its appeal and value proposition, which is critical in an increasingly competitive market” (Global Data Retail).
The discount program also addresses the rise in subscription fatigue. According to a CIRP analysis, three-quarters of Amazon shoppers now hold a Prime membership, up from 50% in 2016. However, as costs continue to rise, both in Amazon’s subscription price and the living costs of consumers, maintaining customer retention has become a top priority for Amazon. By adding additional services, Amazon not only competes with Walmart+ but also bolsters Prime’s overall value.
To use the new discount, Prime members simply need to link their Amazon account with BP’s Earnify program. This can be done using their phone number and agreeing to BP’s terms, which include data collection for customer insights. While some customers may be hesitant about privacy, the majority have welcomed the chance to save on fuel.
