Amazon Prime Perk Faces Potential Restriction Starting Next Month

Amazon Introduces New Family Plan, Ends Prime Invitee Program

In a move aimed at increasing the number of paid Prime subscribers, Amazon has announced the introduction of the Amazon Family program and the end of the Prime Invitee program as of October 1, 2025.

The Prime Invitee program, which allowed users to share Prime benefits with friends or family members who do not live in the same household, is being discontinued. This decision follows the account-sharing crackdowns of other streaming platforms like Netflix and Disney+.

During the 21-day run-up to the Prime Day event in 2025, the number of US signups was around 116,000 fewer than in 2024, and 106,000 below Amazon's own goal. This represents a roughly 2% decline in both metrics.

The new Amazon Family program, previously known as Amazon Household, offers Prime benefits to up to two adults and four children in a single home. It includes benefits such as free shipping, Prime Video, Prime Reading, Amazon Music, and more.

Beneficiaries of Prime Invitee benefits will need to get their own Amazon Prime subscription for free shipping after October 1. First-time subscribers can get a year of Prime membership for $15. After the initial year, a Prime subscription will cost $15 a month to maintain.

The Amazon Family program also includes benefits for certain third-party companies, such as GrubHub. However, it's important to note that the Amazon Family program is not a replacement for the Prime Invitee program, but a separate offering.

Netflix, which has also implemented similar measures to restrict account sharing, gained over 200,000 subscribers following its policy change. Amazon's decision to end the Prime Invitee program and introduce the Amazon Family program may be a strategy to attract more Prime accounts by forcing separate households to have their own subscriptions.

Despite an extended July Prime Day event, Amazon's Prime account signups have slowed down recently. The new Amazon Family program only works for up to two adults and four children living in the same "primary residential address".

In conclusion, Amazon's decision to end the Prime Invitee program and introduce the Amazon Family program is part of a broader trend among streaming platforms to increase the number of paid subscribers. The Amazon Family program offers a range of benefits and is designed to work within a single household, providing an alternative for those who previously relied on the Prime Invitee program.