Amazon.com, Inc. is an American global internet-based conglomerate that sells books, music, movies, housewares, electronics, toys, and many other goods to millions of consumers. It is currently the world’s largest online marketplace, live-streaming platform, and cloud computing service and has been referred to as well as the world's most valuable brand (Kantar, 2019). Amazon is guided by its customer-focused mission, vision and values that yields quality results. With the creation of Amazon Prime, a paid subscription program, members are offered access to additional services not available to other customers like free same-day or two-day shipping, Prime video and music streaming, Whole Foods Market discounts, personal shopper through Prime Wardrobe, Prime reading, Prime photos and much, much more (Amazon Prime, 2021). In the following we will discuss our new marketing direction of offering Prime members the ability to customize features to their membership plan potentially cutting costs for services they do not utilize. As a part of our discussion, we will share the results of a PEST and SWOT analysis, which considers the effects of the current COVID crisis.