For many consumers, joining Amazon Prime is a no brainer. From free 2-day shipping to unlimited movie and TV streaming, Amazon Prime offers its members tons of benefits that make our lives easier.
Prime Pantry is one such benefit that maximizes convenience and cost savings for consumers. Prime Pantry offers grocery and household items in every day pack sizes (a single box of cereal or a single tube of toothpaste). Amazon ships these items to the consumer in the same box. This means that Amazon can offer free shipping for thousands of lower price point items that typically could not be shipped for free individually.
Consumers pay a monthly fee of $5.99 to get unlimited free shipping on Pantry orders, or a flat $5.99 shipping fee on individual orders if you do not order more than once a month. There is also a $6 coupon applied to your order when you add five or more items to your basket. And, Prime Pantry orders of $35 or more also qualify for free shipping.
This makes Prime Pantry unique because its consumers are in “basket building” mode. They are seeking items to fill their basket and qualify for the coupon and free shipping.
In turn, this creates a shopping experience rife with advertising opportunities.
Prime Pantry & driving trial
Because of the consumers’ basket building mindset, Prime Pantry offers particularly value to brands who are trying to drive trial and introduce new consumers to their products.
Consider a CPG brand that sells their smaller pack offerings through Prime Pantry, and their larger pack offerings on Amazon.com.
The customers buying the larger pack offerings on Amazon.com are likely brand loyalists, lapsed-buyers, or consumers who are, at the very least, aware of the brand.
The shoppers buying smaller packs through Prime Pantry are more likely to be basket building and trying a brand for the first time. This makes Prime Pantry a great way to drive trial and expose new consumers to your products.
So what’s the catch?
Through Amazon Advertising, brands can promote their Prime Pantry ASINs (ASINs[1], or Amazon Standard Identification Numbers, are