Amazon Prime It's clear that the Street has grown impatient with Amazon, which has fallen short of analysts' expectations for the last three quarters. And now Amazon has launched a costly customer loyalty program that CEO Jeff Bezos described as "expensive for Amazon.com in the short term." Dubbed Amazon Prime, the program offers unlimited free two-day shipping on Amazon purchases for a flat annual fee of $79. Obviously it's a deal that isn't for everyone, but if you're anything like me, you'll likely have made your money back by April. ;-) Interesting program.. certainly makes you head back to amazon for any online purchase. Overt customer loyalty program: yes. Will it work: yes.