Transitioning Amazon customers into Prime members is an important aspect of Amazon’s business model because it not only increases customer loyalty but—as in the case with the other membership-based retailers such as Costco —makes a significant contribution to its bottom line. Amazon is also promoting its branded credit card in its stores and online, which can help garner even greater consumer loyalty. In addition to their functional benefits, physical stores have the potential to enrich Amazon’s brand image by adding a tangible dimension to the brand and increasing its prominence in consumer

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