Shelly Banjo, Columnist

How Amazon Can Survive Peak Prime

The next phase is getting members to spend more.

October 27, 2016 at 1:42 PM UTC

Shelly Banjo leads the global business team for Bloomberg News in New York. A former New York bureau chief and senior tech writer, she’s covered business, finance and economics for two decades.

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Amazon CEO Jeff Bezos is so obsessed with Amazon Prime, he once called it "irresponsible" not to belong to the membership program.

Indeed, in recent years Amazon.com Inc. has moved away from an initial strategy of undercutting competitors on price to a laser focus on signing more people up for Prime. Now, that business model could be shifting again.