Amazon customers in the UK now have to spend more in order to qualify for what’s called “Super Saver Delivery.”
In addition to its Prime membership program that gives shoppers free 2-day shipping on eligible orders, Amazon also offers free-shipping incentives to non-Prime members.
As of May 1st, Amazon UK raised the minimum spend from 10 pounds to 20 pounds in order for non-Prime users to receive free shipping – those purchasing books must only meet a 10-pound minimum spend.
When Amazon instituted the minimum spend requirement in 2013, it allowed orders that included books, DVDs, Blu-rays, music, video games or software products continue to qualify for Free Super Saver Delivery with no minimum spend threshold.
In the U.S., Amazon raised the Super Saver Shipping incentive in 2013 from a minimum spend of $25 in order to get free shipping to $35.
It’s a delicate balance – Amazon wants customers to sign up for its Prime program, so doesn’t want to be too generous with the Super Saver programs – yet it knows some percentage of customer will likely never sign up for Prime, making it important to offer shipping incentives to increase order size.
It’s possible no one understands shipping incentives better than Amazon. The company has expanded the Prime program to include benefits such as free video content. In a recent earnings call, executives revealed that its investment in video content helps because Prime customers purchase consumables, clothing, shoes, electronics, and media items.