Amazon is discontinuing a popular service that allowed Amazon Prime members to share fast, free shipping privileges with people outside their

For years, Amazon let Prime subscribers add an “invitee”—a friend, relative, or roommate—who could enjoy free two-day shipping and other perks without paying for their own membership. It wasn’t widely advertised, but it became a quiet favorite among people who didn’t want to shell out $139/year.

Amazon is phasing out its Prime free shipping sharing, taking the lead from streaming companies that have cracked down on password sharing. While the move is an incremental positive, it does not materially alter the investment case for AMZN stock.

Media scholar Anthony Palomba says with the move, the company “has a closed-loop advertising ecosystem waiting to be unleashed.”

Amazon is joining the wave of companies pushing consumers to get their own subscriptions and not share benefits, as the online retail giant recently announced that one Amazon Prime perk is ending at the start of October.

With Peacock Premium now becoming available on Amazon Prime Video as a subscription, Netflix, Disney+, and Hulu are the last remaining holdouts.

Netflix's standard plan costs $17.99 per month. With that, you lose the ads and get access to unlimited movies, TV shows, and mobile games. Just like with the ad-supported tier, you can watch and download titles on two supported devices at a time. The video quality level doesn't change either, staying at 1080p.