Amazon Prime, known for its expansive perks and services, has added yet another benefit to its growing suite of offerings. This time, the e-commerce giant aims to save its members money at the gas pump, offering a 10-cent per gallon discount at approximately 7,000 BP, Amoco, and AM/PM gas stations nationwide. For frequent drivers, this could mean up to $70 in annual savings—a timely advantage as oil price volatility and geopolitical tensions continue to loom over global fuel markets.
The new benefit allows Prime members to link their Amazon accounts to BP’s Earnify loyalty program app, granting easy access to discounted fuel purchases. This addition marks Amazon’s response to a competitive subscription market, where retailers like Walmart+ offer similar gas discounts. Amazon’s vast and varied benefits continue to drive customer loyalty, and analysts see the move as another strategic step in creating a truly multifaceted membership program that can cater to nearly all aspects of a consumer’s lifestyle.
Retail analyst Neil Saunders of GlobalData Retail explains that Amazon’s strategy of continually adding benefits makes it increasingly challenging for customers to find similar value elsewhere, keeping members loyal to the program. “Amazon understands that a robust, comprehensive program is more likely to keep subscribers engaged and far less likely to see them consider canceling,” Saunders explained.
While gas discounts may not be the first feature one associates with Amazon, its inclusion reflects the brand’s evolution in customer service and market response. With more players in the field, from Target Circle 360 to Wayfair Rewards, Amazon’s focus on extending value and retaining its competitive edge is clear.
Yet, Amazon faces unique challenges in maintaining such a comprehensive program. Saunders points out that customers may not fully utilize all offered perks, which could make it difficult for some to justify the premium $139 annual Prime subscription fee, especially when other memberships, such as Walmart+ and Target Circle, cost less. For Amazon, it’s essential that each benefit provides genuine value, ensuring the Prime program is not only expansive but also relevant and beneficial to its users.
With this latest addition, Amazon is signaling its intent to remain ahead in the membership landscape, even as other brands strive to catch up. Prime’s fuel savings, paired with music and video streaming, grocery delivery, and prescription drug discounts, fortifies Amazon’s reputation as a comprehensive “everything company,” positioning Prime as one of the most valuable subscriptions in the market today.
