Is Amazon Prime Actually a Loyalty Scheme?

Marketing Shed · May 21, 2026 · 21m · transcript

Warren logged into Amazon Prime and found a product at one price.

He signed out. The same product was cheaper.

Amazon knew his purchase history. It knew he'd probably buy it anyway.

So it charged him more.

Is that a loyalty scheme — or the opposite of one?

In this week's episode, Warren and Paul dig into what Amazon Prime

actually is — and whether the loyalty label still holds up when the

platform knows your behaviour better than you do.

Also this week:

→ Two ads banned by the ASA for misleading pricing claims (Premier Inn isn't the only one)

→ The quiet power of the Post-it note — and why…