With a focus on scalability and awareness, the goals of this Amazon Prime re-branding initiative were to retain current members and add new members through a variety of new strategic approaches throughout the Amazon ecosystem. This wide-ranging initiative was among Amazon’s early “mobile first” platform initiatives.
The role of copy was to develop:
• Simple user experience with member benefit descriptions (samples 1 & 2)
• Social media takeovers and targeted direct mail (samples 3 & 4)
• Corporate partnerships and rewards adding value to the membership (sample 5)
Benefit navigation for mobile
A closer look at a benefit landing page
Amazon's first use of social media marketing: homepage takeover
Amazon dipping its toes into Direct Mail
Corporate partnership with Washington Post (see UX here)

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