Amazon is stepping up its efforts to court lower-income shoppers.
The online retailing giant said Wednesday that customers with a valid Medicaid card will now be eligible to become members of Amazon Prime for $5.99 a month — less than half of the regular monthly rate of $12.99.
The push marks Amazon’s latest bid to steal customers from traditional discounters like Walmart, which has meanwhile been looking to expand its business online and into Amazon’s niche.
In June, the Seattle-based web retailer offered the same discounted Prime memberships to welfare recipients who use an Electronic Benefits Transfer, or EBT, card.
Amazon’s Medicaid move may also intensify worries at health care companies, which could face threats as Amazon has recently begun to sell and distribute some medical supplies and drugs.