Context:
The price of Prime is changing in Poland, and in order for customers to keep their membership, they must review and accept the new Amazon Prime terms and pricing. We would like to take this opportunity to create a template for all future communications of price changes that require customer consent in order to retain membership.
• We must find a context-appropriate tone that communicates the urgency of the action without alarming customers as to the state of their Prime membership
• We want to let customers know that we are continuing to invest in Prime value and there’s a reason for these changes, but we can’t explain all the specifics that went into this decision
• We want to provide all the information to make a decision in a transparent, easy-to-digest way, providing the right details at the right stage of the journey (in other words, don’t front-load, but don’t withhold either).
Solution: Prime UX partnered with Prime Video and Digital Acceleration (DA) teams to build and deploy an end-to-end consent system to get customer approval for subscription changes. I developed Prime email notifications and on-site persistent risk messaging on high-traffic Amazon pages (search, product pages, checkout), as well as Prime Video in-client notifications (popups on mobile/desktop, QR codes on TVs), empowering customers to make decisions to review and accept or reject Prime membership changes and allowing us to meet regulatory compliance across multiple locales while maintaining customer trust.
Results:
• Amazon Prime Poland’s first price increase served as our inaugural use case (2.3MM members, 95% on annual plans).
• We launched two consent scenarios: combined price and T&C changes (32% of members), and price-only changes (68% of members).
• On launch date (1/13/2026), we sent price change announcement emails requesting consent and received 288K customer responses (11.1% of total) with a 96.4% acceptance rate.
• Response rate is expected to increase as we activate risk messaging across Prime Video and shopping locations 30 days prior to the customer’s first renewal at the new price. We’ve also scheduled customer email reminders starting 30/90 days before renewal.
Research and designs:
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