Amazon has reiterated its focus on providing customers with low prices, a wide selection of products, and convenience. Doug Herrington, CEO of Worldwide Amazon Stores, stated, "Ever since we opened our virtual doors, Amazon has been relentlessly focused on delivering low prices, vast selection, and unmatched convenience to our customers. When it comes to providing customers great value, we are committed to offering the lowest prices every day across the widest selection, and we know customers really appreciate Amazon doing the work to meet or beat the prices of other retailers plus offering fantastic extra deals and discounts so they can trust they’re getting a great deal shopping with us day after day, week after week, year after year."
Amazon reports that more than 60% of items sold on its platform come from independent sellers. These sellers contributed to competitive pricing and provided significant savings through deals and coupons in 2024. According to independent analysis, Amazon has maintained its position as the lowest-priced U.S. retailer each year since 2017. In 2024, online prices at Amazon were found to be an average of 14% lower than those at major U.S. retailers for tens of thousands of identical products.
The company matches its retail and grocery prices with competitors across a broad range of products. While independent sellers set their own prices, Amazon works to highlight offers that match or beat major retailers’ prices. Customers benefit from additional discounts through daily deals with validated savings, coupons, and sales events such as Prime Day, Black Friday, and Cyber Monday. In the previous year alone, customers worldwide saved over $35 billion through deals and coupons.
Prime members receive further benefits including exclusive deals and fast delivery options. Now in its twentieth year in the United States, Prime membership offers savings opportunities such as free delivery on over 300 million products—many available for same-day or next-day delivery—and access to exclusive deal events like Prime Day and Prime Big Deal Days.
Additional perks for Prime members include a complimentary Grubhub+ membership valued at $120 per year; fuel discounts averaging nearly $70 annually at select gas stations; rewards through Prime Visa and Prime Store Card; unlimited photo storage; access to streaming services via Prime Video; ad-free music with Amazon Music; reading material; gaming benefits; and soon-to-be-launched Alexa+, an AI-powered assistant that will be included free for members.
Prime also provides discounted add-on services such as unlimited grocery delivery for $9.99 per month on orders over $35 from Whole Foods Market and other grocers; reduced health care costs through Amazon One Medical at $9 per month or $99 annually compared to higher rates for non-members; prescription medication discounts from Amazon Pharmacy; RxPass for generic medications at $5 per month delivered free; and discounted subscriptions for Amazon Music Unlimited.
All customers can save by purchasing private-brand items in various categories or using Subscribe & Save for up to 15% off household essentials with automatic deliveries. Additional programs include shopping refurbished or overstocked products via platforms like Amazon Resale or Renewed and using services like Amazon Haul for budget-friendly shopping experiences backed by the A-to-z Guarantee. For eligible government assistance recipients or income-verified shoppers, Amazon Access provides resources including discounted Prime Access memberships.