Overview

Amazon is ending the ability for Prime members to share benefits with people who live at different addresses. Starting now, only members who share a single residence and payment method can use Amazon Household, while former shared‑account users must either join a same‑address Household or buy an individual Prime plan. Sellers need to watch how the loss of some Prime‑eligible shoppers could influence conversion rates, especially for items that rely on free‑shipping incentives.

Key Points

• Household sharing eliminated — Prime members can no longer extend free shipping and other perks to friends or family at separate homes.
• Same‑address Household required — The replacement program caps participation at two adults and up to eight child accounts, all of whom must live together and share a payment method.
• Discounted solo plan introduced — Users who previously relied on a shared account can now subscribe on their own for $14.99 per year, a price point designed to retain many of them as Prime members.
• Revenue focus over growth — Amazon is shifting from expanding its user base to converting “free riders” into paying subscribers, mirroring recent moves by streaming services.
• Potential conversion dip — Products that depend heavily on Prime’s free‑shipping promise may see modest drops in sales if former sharers drop their subscriptions.
• Prime Day impact likely limited — Most high‑spending Prime Day shoppers are already paying members, so overall event participation should remain relatively stable.

How Prime Household Sharing Works

1. Eligibility check — Amazon verifies that all accounts linked to a Household share the same physical address and a single payment method; for example, a couple living together can add each other as adults and up to eight children living under the same roof.
2. Account linking — Once eligibility is confirmed, the primary member invites the other adult(s) via email; the invited adult accepts the invitation, and both gain access to shared Prime benefits such as free two‑day shipping and Prime Video.