Big changes are coming to Amazon Prime, and they’re already sparking strong reactions from shoppers.
The e-commerce giant has announced it will end a long-running perk that allowed Prime members to share their free shipping benefits with people who don’t live under the same roof.
End of the Invitee Program
Starting October 1, Amazon will officially shut down the “Invitee” sharing program.
For years, this feature let Prime subscribers extend their shipping perks to friends or relatives outside their household.
Now, that option is disappearing — and many customers aren’t happy.
Discounted Memberships as a Trade-Off
To soften the blow, Amazon is offering a temporary deal for those left out.
People who don’t share an address with the main account holder can sign up for their own Prime membership for $14.99 for the first year.
After that, the cost jumps to $14.99 a month or $139 annually.
The special pricing begins this Friday and runs through December 31.
Introducing Amazon Family
Replacing the old sharing system is something Amazon calls Amazon Family.
Unlike the Invitee program, this version is much more restrictive. Prime perks can only be shared with:
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One other adult in the same household (such as a spouse, family member, or roommate)
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Up to four teens
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Four child profiles
That’s it. No more sharing perks with faraway friends or siblings living in another city.
Reactions From Shoppers
The backlash online has been immediate. Some long-time members have already canceled, while others say they’ll shop elsewhere during the holiday season.
One Reddit user summed up the frustration: “My family has Prime because they order non-stop, whereas I only order a package or two in a year. This just means I’ll order zero instead.”
A Year of Perk Cuts
This isn’t the first Prime benefit to vanish in 2025.
Earlier this year, Amazon axed its Try Before You Buy service, which let shoppers test out clothing and accessories at home before purchasing.
The company also pulled the plug on its free streaming platform Freevee in August, removing originals like Jury Duty, Bosch: Legacy, and Judy Justice.
Tensions Over AI and Layoffs
Amazon’s changes haven’t been limited to perks.
The company has also drawn criticism for laying off around 27,000 workers between 2022 and 2023, while doubling down on generative AI. CEO Andy Jassy told employees that AI will “change the way our work is done,” a statement that has left many uneasy.
Record Sales Despite Backlash
Despite all the controversy, Amazon’s bottom line hasn’t taken a hit.
The company pulled in $167.7 billion in sales during the second quarter — up 13 percent from last year.
Prime Day also set records, even though sales started slow.
Competition Heats Up
Amazon may still dominate e-commerce, but its rivals are pushing hard.
Target has been drawing attention with its Target 360 subscription, while Walmart is upping the stakes with Walmart+.
Starting September 15, Walmart+ members will get Peacock’s ad-tier streaming service at no additional cost.
That means access to hit shows like SNL, The Traitors, and Real Housewives — along with NFL, NBA, and Olympic coverage.
All of this comes bundled for $98 a year, making it cheaper than Peacock’s own $109.99 annual price tag.
Walmart+ already included Paramount+, and subscribers will soon be able to switch between the two services every 90 days.
What’s Next for Prime Members?
For now, the future of Prime looks like it’s headed in a more “household-only” direction.
Amazon is betting that stricter sharing rules and fresh investments in faster delivery across 1,000 smaller cities and towns will keep its loyal customers onboard.
But with more perks disappearing and competition heating up, many are wondering if Prime is still worth the price.