Accelerate Prime adoption in 11 countries through 3 Prime tiers — Prime Video Mobile Edition, Prime Basico & Prime — bundled with prepaid telco mobile plans.
Jan 2021 — Present
My Role
Product Designer reporting to Principal Product Manager
Responsibilities
Design customer experience for tiered Prime membership constructs like Prime Video Mobile Edition (PVME) with mobile only streaming and Prime Basico / Lite with streaming & shipping benefits.
Goal
Accelerate Prime adoption among price-sensitive customers through 3 tiers (PVME, Prime Basico & Prime) in 11 countries and use the insights from this product to help inform tiering strategies across other regions in 2026.
Core Team
- 1 Fuse Product Designer (Me)
- 1 Fuse Product Manager
- 1 Fuse Product Marketing + 1 Prime Marketing
- 1 Fuse Legal Approver + 1 Prime Legal Approver
- 2 Fuse Software Developer + some away team work with Prime tech
- 1 Technical Program Manager
I lead collaboration across multiple stakeholder groups like Stores team in Mexico, Fuse team for Telcel relationship, Amazon Stores team for their design system, Marketing and Legal teams in Mexico to understand the regional nuances and Telcel for their tech capabilities.
Results
In Mexico, the highest acquisition region, there were 4.7MM signups LTD with +90% incrementally. Prime Video Mobile Edition exceeded expectations reaching 1.9MM PMB (3.9MM vs 1.5MM target) while other tiers had milder performance with Prime Basico (63K signups) and Prime (10K signups).
Strong shopping engagement across all tiers — even from PVME customers without shipping benefits — and high customer retention through reactivations demonstrated clear appetite for Amazon services among this segment. This was further validated through 2 key experiments: adding shopping benefits in Aug 2024 showed sustained engagement increases. By Q1 ’25, Paid Member Balance of 2MM (1.9MM PVME, 31K Prime Basico and 3K Prime).
Within this member base, partnership has brought 648K new shoppers and 2.04MM new streamers to Amazon with PVME accounting for 97% and 98% of totals respectively.
Prime Básico — Global Launches
| Country | Telco | Launch | Impact | Press |
|---|---|---|---|---|
| Mexico |  |
Mar 2024 | 4.70M members | Release |
| India |  Branded as Prime Lite |
Mar 2025 | 0.63M members | Release |
Prime Video Mobile Edition — Global Launches
| Country | Telco | Launch | Impact | Press |
|---|---|---|---|---|
| Indonesia |  |
Aug 2022 | 2.39M subs | Release |
| Brazil |  |
Jul 2022 | 0.14M subs | Release |
| South Africa |  |
Oct 2022 | 0.12M subs | Release |
| Philippines |  |
Oct 2022 | 0.08M subs | Release |
| India | |
Oct 2023 | 0.04M subs | Release |
| Guatemala |  |
Nov 2020 | — | Release |
| India |  |
Jan 2021 | — | Release |
| Chile |  |
Mar 2021 | — | Release |
| Argentina |  |
Oct 2021 | — | Release |
| Colombia |  |
Oct 2022 | — | Release |
For the purposes of this case study, we will show the design thinking process and customer experience for Telcel in Mexico as it’s the only partner that has all 3 tiers — Prime Basico and Prime Video Mobile Edition and Prime. As you read further along, Prime Video Mobile Edition will be abbreviated as ‘PVME’, Prime Basico will be ‘Basico’ and Full Prime will be ‘Prime’.
Discovery
Customer Problem
Prime adoption was growing in higher-income customer segments in Mexico and there was a clear demand for different Amazon services. However, one Prime membership meant that the region lacked different entry points for the price-sensitive customer segments.
Who is the customer?
- New to Amazon or unsettled Amazon customers
- Primary relationship with telco operators via prepaid plans
- Mobile-first
- Price sensitive
- Good appetite for fresh content
- Not warmed up to a payment instrument to sample content
The Convergence
Business Opportunity
In Mexico, América Móvil and its subsidiaries include Telmex, serving 10MM households with broadband connectivity and Telcel providing wireless services to 78MM subscribers. Of these, 64MM are prepaid customers who map largely to price-sensitive yet high on content consumption cohort. Our target was 10–12MM of these prepaid customers, representing a significant untapped shopper base.
Product Vision
Prime MX had a strong conviction that we can expand member balance and acquire new shoppers by creating tiering down. By partnering with América Móvil, the largest telecom group in Latin America with 370MM subscribers, we positioned Amazon as the store for everyone.
Design & Technology
We had successfully tested Prime Video Mobile Edition in other emerging markets where content was a proven entry point — like India, Brazil, Guatemala and Indonesia — before bringing it to Mexico. The tech existed but the challenge was to migrate it to the Prime Stack from the Prime Video Stack.
UX Hypothesis
Created multiple entry points for prepaid customers to address income disparity across customer segments in Mexico that allowed us to test customer behaviors and preferences at each tier for 1 year.
We also offered several mechanisms to manage membership like suspend, resume, upgrade, downgrade and cancellation.
What began as a strategy to test tiered benefits evolved into a broader platform for reaching and monetizing customers creating a strategic partnership that creates value for both Amazon and Telcel.
Design Process & Iterations
Vanilla Offer Activation Flows
4. Offer Activation Success Page
Engagement focused offer activation success pages
I designed experiments on success landing pages for all tiers to try to nudge customers to increase benefit engagement after activation. Based on some tests, the engagement-focused pages were the winning treatment — 80% over the vanilla pages’ 20% — and there was potential to increase incremental PD60 by 1.35% through these pages.
1-click offer activation on the Prime Video App
I designed the 1-click offer activation customer experience on the Prime Video App (Android, iOS, Web) as Telcel agreed to data sharing by encrypting mobile numbers of the customer. Marketing activation emails & pushes for PVME, Prime Básico and Prime customers will route customers to the Prime Video App for activation along with transactional SMSs (D+2) with unique activation links for Prime Básico (50% dial up) and one PVME plans (200 pesos, 5% dial up).
Suspend & Resume
I designed the risk messaging for the suspend state deployed on PV App Home, Movie Detail page that led the customer to a landing page to recharge and resume their benefits. This Resume Landing Page was configurable at a partner and Prime their level. From here, customers can go to Telcel’s website to recharge or upgrade their plan to resume their benefits.
Prime Video Mobile Edition
Prime Básico
‘Upgrade to Prime’ Pathways
Error States
Conclusion
While the above use cases were common for all PVME & Basico launches, I customized the user experience for each region with specific offer messaging, assets, positioning and translations. Amazon introduced its worldwide-first mobile-only video plan in India, then rolled Prime Video Mobile Edition out with telco partners across Latin America, Africa & Asia. Once the lowest tier — Prime Video Mobile Edition — was a success, we experimented with mid tier — Prime Basico in select regions.
I also played a consulting role in revising the partner-side customer experiences across 11 countries to ensure that the customer migrate successfully from the telco websites to Amazon.
Tiering of Prime and Prime Video plans allowed Amazon to vary benefits and prices to meet the needs of a diverse set of customers across the socio-economic spectrum in a crowded subscription environment; leveraging lower tiers as an on-ramp to core Prime or Prime Video plans. With respect to upgrades to full Prime, we observed 3% and 5% from PVME and Prime Básico customers respectively, against a 10% benchmark set as a key success metric.
In 2026, my designs will be launching in Colombia & Japan.
— Fin —