Amazon will end its free shipping benefit sharing program for Prime members.

The online retailer is discontinuing the Prime Invitee Program, which allows customers to share Prime benefits with individuals outside their household. Amazon announced the change on its customer service site.

The change comes as Amazon’s Prime Day sign-ups in the U.S. fell short of the company’s target and were lower than the totals from the previous year, according to Reuters , citing internal company data. Amazon’s Prime event ran sales for four days from July 8 to July 11.

An Amazon spokesperson said in a statement, “Prime membership continues to show strong growth and customer engagement in the U.S. and internationally.

When will the Prime Invitee Program end?

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