Disney’s Amazon Prime-Style Membership May Be Closer Than You Think

There are so many different aspects to The Walt Disney Company, from the parks to the Disney+ streaming service, merchandise to music. So the goal to combine many different aspects of the company into a single service seems both helpful and very difficult to achieve.

Disney announced previously that they’re working on a plan to create an Amazon Prime-type service that would merge different parts of the company into a single platform. Recently, Disney CEO Bob Chapek was asked about the progress in this service’s development and what it might look like when it’s finished.

When we first learned about this new service, it was reported that some people at Disney were calling it “Disney Prime,” although that would not become its official name. However, since that time it seems like plans have changed a bit for what this service is going to become.

What Is This New Service?

At the recent Wall Street Journal Tech Live conference, CEO Bob Chapek was asked about the membership service. He stated that the service was meant to connect Disney+ and the Disney parks, with the ultimate goal being to “customize and personalize” the experience of both guests at the parks and Disney+ viewers.

For example, if you were to spend a lot of time at Avengers Campus in Disneyland, you might see a lot of Marvel content being recommended on Disney+ when you return home. This links your experience in the parks to what you’re watching at home.

This is the “experiential lifestyle” element that Chapek has previously mentioned he is hoping to bring to the Disney company. It makes Disney a more interactive brand as each choice you make informs what Disney recommends or offers you on another platform.

This service could include a shopping element as well — while you’re watching those Marvel movies and shows, you might be prompted to scan a QR code on the screen, which would lead to exclusive merchandise on shopDisney.

From what we’ve heard, it sounds like the membership service wouldn’t be a completely new thing — instead, it would provide the link between many already-existing elements within the Disney company.

How Similar Is It to Amazon Prime?

Amazon Prime is a membership service that offers customers several perks. For example, Amazon Prime members get free (and often faster) shipping on many Amazon products, access to the Amazon Prime Video streaming service, discounts at other locations like Whole Foods Market, and access to exclusive savings events like the recent Prime Early Access Sale.

So is the Disney service going to be similar? When asked this at the recent Tech conference, Chapek said, “Not really.” 

Although Disney hasn’t confirmed what kinds of perks might be included (access to Broadway tickets was suggested when the idea was first presented), it sounds like Disney’s concept is more about upgrading and connecting existing experiences rather than creating completely exclusive perks.

For example, if you loved Avengers Campus at Disneyland, you could choose of your own accord to watch Marvel content at home. But with the membership service, that content would be suggested for you and may include some bonus benefits like access to exclusive merchandise.

So with Amazon Prime, you’re paying specifically for the benefits like free shipping. With Disney’s service, it sounds like members would be paying for upgraded experiences instead. Of course, Disney hasn’t released many details about this project, so we’ll have to wait and see what the service will include when it comes out.

When Will It Come Out?

Exactly when will this new service come out? When we first learned about it, it seemed like the concept was only in the beginning stages of discussion and development. Now, however, Bob Chapek has announced that Disney is “putting the arms and legs on it right now inside our own technical groups.”

That update makes it sound like this project could be well on its way to completion. In any case, the fact that Disney is taking practical steps forward and adjusting some of the language and promises associated with the concept shows that the idea is continuing to move forward.

However, Disney hasn’t given any kind of release timeline for the membership service yet.

We’ll continue to watch for more updates on this project, so stay tuned to AllEars for the latest news!

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What do you think about a Disney membership service? Let us know in the comments.