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amazonprimeAmazon’s Prime subscription service has long been associated with fast delivery and other perks, like free streaming video.

But now, Amazon wants consumers to believe that it also equates to discounts, similar to offers provided by American Express or airline mileage programs. As part of that, Amazon announced today its customers will have early access to low prices on two of its discount services: Lightning Deals and

Prime members will be able to shop for Lightning Deals 30 minutes before lower prices go into effect on applicable deals. Amazon’s MyHabit brands sells designer brands for women, men, kids and home at steep discounts. Most events on that site start at 9 am PT and last for 72 hours while merchandise lasts. Prime members will be able to access the deals starting at 8:30 a.m. PT.

The new deals are being pitched in association with the beginning of the holiday shopping season, but will remain year round.

LightningDeals_1024An Amazon spokeswoman told GeekWire earlier this year that the company’s long-term goal was for Prime members to experience the best of Amazon including “convenience, selection and price.”

We’ve seen the Seattle retailer make strides in the price and selection category recently. Last month, it teamed up with AT&T to offer Amazon Prime subscriptions as part of a bundle that includes broadband access, U-verse TV and an HBO subscription.

In April, GeekWire noticed that Amazon was offering 10 percent off its Kindle Fire tablet line-up to those belonging to its Prime loyalty program.

All of these offers come on the back of the recent move to increase the membership fees from $99 from $79.

Will early access to limited time prices be incentive to keep you paying the annual fee?

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