Launching Amazon Prime in India

Launching Prime in India meant re-designing the product for all locales which had an economy that relied heavily on “Cash on Delivery”. The designed experience had a no-strings attached free-preview. At the end of the free-preview, customers were expected to pay and buy Amazon Prime. Leadership’s goal was to create a CX that was closest to the auto-renew experience which exists in all other countries.

We added the Prime digital product in customer’s cart on their first visit to Amazon after the end of their free preview which continued to provide them with a Prime member’s experience on the website. Customers could easily buy Prime along with other items, or remove it from their cart.

Note - this CX was launched in 2016. The policies in India have since changed, so the mockups do not match the live experience.