people love exclusivity even if it is designed for the masses and with prime amazon has managed to design a loyalty programme that is changing the way sales takes place online launched three years ago in july in india amazon prime offers superfast 12 day free delivery along with benefits in entertainment what differentiates prime is the fact that it has been able to understand a consumers desire and then package the solution in a way that amps the entire experienceevolution of amazon primeakshay sahi director and head of amazon prime india says that with around 13 million products prime had a stellar opening in subscription numbers in july 2016 contrary to what perceptions in this country were we found that customers are willing to pay for convenience they are willing to pay more to get a little more and when i say convenience its convenience in entertainment convenience in shopping convenience in paying convenience in just their general lives said sahi advt this encouraged the prime team into widening the area of benefits and it launched prime video in december 2016 offering the prime members free online streaming of blockbuster movies and tv series in various indian languages this was followed by spreading across different sectors of entertainment and shopping resulting in the launch of prime music for online streaming of music and prime now for 2hour delivery of groceries last year in the beginning the prime membership was available for rs 499 per year along with free onemonth subscription trials the enthusiastic response gave amazon the confidence to hike the fee to rs 999 per year by 2017endin the meantime the ecommerce giant kept sweetening deals for prime members by giving them early access to mega sales lightning deals and exclusive product launches among others over regular amazon members in fact prime is today much more than merely providing fast delivery of products bought on the site music and videos form the other two key pillars of the programme and at the pricepoint buying the membership often proves compellingwhen asked about the key factors that helped in making amazon prime a big success sahi says one of the primary reasons is the nature and loyalty of customers customers everywhere value convenience and we realized that the ability to pay for convenience comes only when you have deep trust in the service that youre receiving you have to be able to build that trust so its the combination of being able to provide services continuously and consistently across all our values across all our benefits advt he added that starting from 13 million products in 2016 amazon prime now have over 10 millions products available for onetwo day shipping to more and more locations where earlier logistics would have been pretty challenging this is obviously done through huge strategic investments selection planning logistics infrastructure building our technology and overall bringing capabilities to be able to serve millions of customers at the super high speeds with delivery accuracies of 9598