Amazon Prime has officially launched in South Africa, offering streaming and free delivery benefits for R59 a month in a move that could shake up the local entertainment and e-commerce markets.
The launch comes shortly after the closure of Showmax at the end of April, setting up what some observers see as a direct battle between Amazon and Netflix for South African viewers.
Speaking about the development, technology commentator Arthur Goldstuck said the timing could not have been better. “The timing couldn’t have been better in terms of the closing of Showmax at the end of April.”
Goldstuck said Amazon’s strategy has been years in the making.
He recalled discussions with Amazon leadership when the company launched its local retail platform in South Africa two years ago. “He made it clear it’s a journey. It’s not a sudden announcement.”
According to Goldstuck, many consumers expected a major launch from the start, but Amazon opted for gradual development and expansion.
Now, he believes the company has made one of its biggest moves yet. “This probably is a big bang.”
Goldstuck described the launch as one of the biggest announcements in both streaming and e-commerce.
For R59 a month, subscribers will receive an Amazon Prime membership, which includes free deliveries regardless of order size as well as access to Amazon Prime Video.
Prime Video now included in the package
A key part of the offering is that Amazon Prime Video is now included in the R59 monthly subscription.
Goldstuck noted that Prime Video previously cost R79 a month on its own.
That means subscribers will pay less than the previous standalone streaming price while also receiving delivery benefits.
For cash-strapped South Africans who regularly shop online and stream entertainment, the bundled offering could prove attractive.
Shows available on Amazon Prime Video
Goldstuck said he recently signed up to watch Spider-Noir. He described the series as one of the platform’s standout offerings. “It’s an amazing piece of movie-making.” He highlighted a feature that allows viewers to switch between colour and black-and-white versions while watching.
Goldstuck also pointed to Last One Laughing South Africa, the comedy series hosted by Trevor Noah.
In addition, he noted that subscribers can watch Last One Laughing Naija, hosted by Nigerian comedian Basketmouth.
Competition with Netflix
Goldstuck said viewers who explore the platform will find a wide range of content choices. “The choice of viewing is phenomenal if you explore it.”
With Amazon combining streaming and free delivery in a single R59 package, he believes the pressure is now on Netflix. “At that price, I think Netflix is in trouble.”
