Activate an Amazon offer with
1-click in Mexico & Brazil
October 2024 — December 2025
My Role
Product Designer reporting to Principal Product Manager
Responsibilities
Design the customer experience, partnering with Prime, to create a one-click activation experience on their retail pages such as /prime and the Upsell Detail Page (UPDP).
Goal
Drive awareness among 150MM+ Fuse offer–eligible customers already paying for a Prime subscription through their telco in Mexico and Brazil — over 60% of whom (an estimated 40–60MM) were unaware and had never activated.
Objectives & KPIs
Incremental signups and activation rate.
Core Team
- 1 Fuse Product Designer (Me) + 1 Prime Product Designer
- 1 Fuse Product Manager + 1 Prime Product Manager
- 1 Fuse Product Marketing + 1 Prime Marketing
- 1 Fuse Legal Approver + 1 Prime Legal Approver
- 1 Fuse Software Developer + 1 Prime Software Developer
- 1 Technical Program Manager
I lead collaboration across multiple stakeholder groups like Prime team for membership growth, Fuse team for Telcel relationship, Amazon Retail team for their design system, Telcel for their tech capabilities along with identity team for privacy guidelines.
Results
More than 150MM customers across Mexico and Brazil were already paying for Prime through their telco plan — yet over 60% of them, an estimated 40–60MM people, had never activated it. The 1-click experience was built to close that awareness gap.
As of December 2025, the launch delivered +120K incremental annualized signups in the first 26 days. The table breaks that result down by locale and Prime tier.
Upcoming Scaling Efforts in 2026
Amazon Prime — Offer Activations
| Country | Telco | Launch | Impact | Press |
|---|---|---|---|---|
| Mexico |  |
Dec 2024 | +95K signups17.5% activation · +10.3% incr. vs. control | Release |
| Brazil | |
Dec 2025 | +2.5K signups34% activation · +8% incr. vs. control | Release |
Prime Video Mobile Edition — Offer Activations
| Country | Telco | Launch | Impact | Press |
|---|---|---|---|---|
| Mexico | |
Dec 2024 | +19K signups20% activation · +10.3% incr. vs. control | Release |
Customer Problem & Context
Customer Problem
As described above, there are 150MM+ Fuse offer–eligible customers already paying for a Prime subscription through their telco (across Prime tiers like Prime Video Mobile Edition, Prime Mid-Tier and Prime), of which over 60% (40–60MM) have not activated their subscription. Drilling further, between January 1 and September 30, 2024, 78MM offer entitlements with customer details (such as phone number and email for customer identification) were shared by the telco and eligible for 1-click in-app activation, of which 1.1MM pertain to Prime Basico memberships.
Reasons for non-activation
- Customers are unaware that Prime is included in their mobile or broadband bundle
- Customers drop off in the offer activation flow when they migrate from the telco’s website (6 steps)
- Customers are unclear about the Prime redemption process — including an assumption that the membership is activated automatically once they buy their mobile or broadband plan
We consider it a defect that Non-Prime Amazon customers eligible to activate Prime through their telco have not been made aware of their offer.
Jamil Ghani, VP of Amazon Prime
Hypothesis
Replace Retail Prime plans with Telco Prime offers at no extra cost for Non-Prime Amazon (NPA) customers and drive incremental settled starts as there is no cost for these NPAs to activate.
The North Star & Long Term Vision
Customer learns about the Fuse offer courtesy of their Telco within their shopping journey — for example, on the Product Detail Page or during checkout — to experience shipping benefits.
Experiment 1
Minimum Viable Product (MVP)
In December 2024, I designed and launched an MVP as an experiment on amazon.mx/prime for 2 weeks, with the option to extend the duration if statistical significance was not met.
The goal was two-fold:
- Establish the technical integration between Amazon Prime and Amazon Fuse teams to surface a Telco offer on onsite retail pages like /prime and the Upsell Detail Page (UPDP).
- Obtain signals on activation rate, retention, and engagement for Fuse signups (vs. 1P signups) to assess incrementality.
These learnings will inform future data-sharing negotiations with Telco partners, investments in scaling tech, and CX expansion across select Prime locales and Prime-owned locations.
Note: Already–Prime members are not surfaced the offer via Telco. 1-click activation on /prime page (iOS mShop).
High-Level Customer Journey
Lands on /prime or checkout (UPDP)
An offer–eligible customer arrives on a retail page.
Sees the Prime offer
The identified customer can activate Prime courtesy of Telco as part of their plan.
Activates in 1 click
Activation is triggered (billed by Telco) and a success screen confirms it — no payment instrument required.
Benefits last as long as the offer
When no longer eligible, Telco informs Fuse and the customer moves to a suspended state.
1-click activation on /prime page (Android / iOS MWeb)
1-click activation on /prime page (iOS mShop)
Upsell Detail Page (UPDP)
Results from the 1-click /prime experience in Mexico were promising, so we looked at scaling this worldwide, starting with Brazil. An additional goal was to make Amazon offers dynamically discoverable and fulfilled across all Prime owned-and-operated ingresses and upsell locations (like the Upsell Detail Page and Checkout pages) for all different types of Telco plans (prepaid, postpaid) and Prime tiers (Prime Video Mobile Edition, Prime Mid-Tier and Prime). Brazil required a more tailored CX approach.
Note: Screens are in English; translations to Spanish and Portuguese were done with a translation tool.
Mexico
Brazil
Experiment Construct
I designed and planned the experiment to include:
- Treatment: Prime Basico offer activation CX (with 1-click activation on Amazon.mx/prime across any shopping device/app types) to 50% of the weblab triggered customers as compared to 5-steps for non-Fuse customers without a payment method on file
- Control: remaining 50% see the regular 30D Free or Paid Prime MX offer
-
Customer Targeting:
- Should be a non-Prime member
- Should have an Amazon account and be logged in to that account
- Should have mobile number on file (Amazon Account)
- Should have a Fuse Telco Plan with identified carrier
- Should be eligible for activation — either Prime Basico MX or Prime Lite IN
Includes both:
- Customers who are newly entitled once the experiment starts
- Customers who are already entitled and have time remaining on their Fuse offer eligibility, going into experiment start date
Not included if:
- activation requires collection of payment method (Docomo in JP)
- pre-paid recharge duration is <30 days
- Prime full price tier is not included on customer’s current telco plan
- In suspended state
- Results: customers in Treatment signing-up at 26%, compared to 14% from Control, generating a +75% uplift in sign-up rate
Experiment Screens
Control
1. /prime page with regular 30D Free
2. Offer Landing Page
3. Success Messaging on My Prime
Treatment — 1-click activation
1. /prime in Brazil
2. /prime in Mexico
3. My Prime
Alternative pages considered for /prime
Option A
Control — /prime with retail
T1 — Telco offer with no residual days and <14 days left on offer
T3 — Telco offer with retail Prime plans
T2 — With XX residual days and >14 days left on offer
Option B
Control: Current retail Prime
T1 — Telco offer with XX residual days and <14 days left on offer
T2 — Telco offer with XX residual days and >14 days left on offer along with retail plans
Conclusion
After successful experimentation in Mexico and Brazil across Prime tiers like Prime Video Mobile Edition, Prime Mid-Tier and Prime, my designs will now launch in Japan, South Africa as a priority in 2026.
— Fin —