New Delhi, Feb. 11 -- E-commerce giant Amazon is unbundling its Prime membership, which bundles video streaming, music, free delivery, and exclusive deals, into distinct tiers tailored to different customer segments across India.

Amazon has revamped its Prime membership programme in India "to cater to diverse income levels", Abhinav Agarwal, director and head of Amazon Prime India, told Mint in an interview.

"Amazon Prime focused on customizing benefits such as Prime Video and changed membership fees accordingly for Prime in India," he added.

The India-specific unbundling approach for a service long defined by its all-in-one pitch reflects evolving market dynamics, where a metro subscriber primarily interested in streaming content has ...