Amazon’s two-day buying bonanza is over, and a few of the firm’s latest Prime members have already walked away.
Information from the search-intelligence company Captify — launched halfway by the first day of Amazon sales on Monday — indicated that some buyers have been signing up for an Amazon Prime membership after which canceling the membership once they had browsed the bargains.
Based on Captify, searches for “Canceling Amazon Prime” had been 18 times as high on Monday as they have been the day before. Information on Google Trends backs this up. Amazon presents customers the chance to join a trial Prime membership for 30 days. On the end of the 30 days, customers are automatically converted to a paid membership plan until they cancel. Those that cancel are still eligible to make use of the membership perks for the rest of the 30 days, however.
“If Amazon is hoping to make use of Prime Day as a method to enroll and retain new Prime Members, they may need to rethink their retention plan,” Captify wrote in an e-mail to Business Insider. “Based on the search, customers are signing up for Prime, getting their offers and then canceling membership shortly after.”
It’s not exactly a welcome trend for Amazon, as recruiting new Prime members is crucial to its business, particularly as membership growth in the US slows.
These members are proved to be more loyal and to spend more cash on the site.