Deep Dive 11 minutes PremiumDeep Dive: US Consumer Survey— Can Amazon Prime Lure Lower-Income Shoppers Away from Walmart? Coresight Research September 2, 2017 Executive Summary In June 2017, Amazon announced that it would offer a 45% discount for its Prime membership to all government assistance recipients, a move that aims to lure more lower-income consumers from retail competitors such as Walmart. The discounted Prime membership could boost the penetration rate among this consumer group, which appears ready for e-commerce. In addition to Amazon’s competitive pricing, perks such as unlimited two-day free delivery would likely appeal to those consumers who may have reduced mobility (i.e., limited access to public transport, no car or no stores nearby). However, Amazon still faces a number of challenges to capture these lower-income consumers. Survey data shows that this group is 47% more likely to shop at Walmart than the average American consumer. Furthermore, difficulties in terms of online payment (for example, lack of a credit card) remain a barrier for these consumers to shop regularly on Amazon. This report is for paying subscribers only. Already a paying subscriber? Please log in to see the entire report.If you wish to learn more about our subscription plans and become a paying subscriber, click here. This document was generated for Other research you may be interested in: Shoptalk 2024 Day Two: A Triad of Trends—Personalization, Innovation and CollaborationWeekly US and UK Store Openings and Closures Tracker 2023, Week 34: Ace Hardware Drives US OpeningsOctober 2023 US Retail Traffic and In-Store Metrics: Jewelry Sector Sees Positive GrowthDeclines in Financial Security Represent a Trend To Watch: US Consumer Survey Insights