On the occasion of Prime Day 2025, and as part of its commitment to supporting its members’ purchasing power, Amazon is offering 18–22 year-olds a 50% discount on the Prime subscription through its Prime Young Adults offer. This gives them access to all Prime benefits while helping them save money throughout the year.
To strengthen and contextualise this initiative, a study was conducted in partnership with OpinionWay on young adults’ consumption trade-offs in the face of economic constraints. In a context of lasting inflation, where 18–22 year-olds must manage a tight budget while still preserving moments of enjoyment, the study highlights the tensions they face, the strategies they adopt, and how the Prime offer provides concrete answers to their needs and expectations.
The campaign generated over one hundred pieces of coverage dedicated to this new offer, half of which appeared in Tier 1 media. A large majority of the coverage was picked up by media followed by young people and students such as Melty, 33 Degrés and MCETV. The collaboration with a well-known polling institute helped focus attention on a strong purchasing power issue affecting young adults.
