Ecommerce major Flipkart has rolled out Flipkart Black, a paid subscription programme designed to rival Amazon Prime. The plan includes a free one-year YouTube premium subscription, a 5% supercoins cashback up to INR 100 on every purchase and members-only ‘Black Deals’ across premium brands.

Priced at INR 1,499 per year (INR 990 for early adopters), the plan integrates benefits in shopping, travel and entertainment.

It resembles Flipkart Plus, a customer loyalty no-fee membership programme launched in 2018, where users accumulate ‘Plus Coins’ with each purchase to unlock rewards across shopping, travel and digital content.

Now, with Flipkart Black, the company has rolled out a paid membership programme specifically for the “affluent, digitally-entrenched users who prioritise more than just value and seek immediate gratification and elevated experiences.”

It also offers INR 1 cancellation and rescheduling on online travel aggregator Cleartrip.

The new subscription programme follows Flipkart’s VIP subscription programme, launched in 2023 at an introductory price of INR 499 per year. The programme also offered free same-day/next-day deliveries for VIP members in selected areas.

“VIP is Flipkart’s subscription-based loyalty program where customers enjoy extra privileges, enhancing customer experience. Customers can buy a subscription at INR 499 and become a VIP member for a year,” Flipkart said during the launch in October 2023.

With the launch of Flipkart Black, the ecommerce giant is likely giving a new facelift to its Flipkart VIP programme.

Recently, Flipkart parent Walmart’s CFO John David Rainey said that the expansion of quick commerce capabilities in India weighed on Walmart International’s gross profit rate in the quarter ended July 2025 (Q2).

The launch of the new programme can be seen as an attempt by Flipkart to boost revenue growth.

Notably, the marketplace arm of Flipkart, Flipkart Internet’s revenue grew 21% year-on-year (YoY) to INR 17,907.3 Crfor the financial year 2023-24 (FY24), according to the regulatory filings from Tofler.

Two of India’s biggest ecommerce platforms, Amazon and Flipkart, appear to be targeting subscription-driven loyalty programmes to bolster customer stickiness and long-term engagement.

Amazon, with its Prime membership, offers fast and free deliveries and also bundles streaming content, exclusive deals and early access to sales. Prime has become a cornerstone of Amazon’s strategy in India, giving it a competitive edge by locking in customers who see more value in recurring purchases when tied to additional perks.

Flipkart followed suit with Flipkart Black, its premium subscription programme designed to counterbalance Prime’s dominance.

By combining shopping perks with financial incentives, Flipkart is aiming to not only retain existing buyers but also lure customers who may otherwise prefer Amazon for its bundled ecosystem.

These models boost repeat transactions, build loyalty, and reduce the likelihood of shoppers switching to competitors. The exclusivity factor, early access to festive sales or members-only deals, adds another layer of appeal, encouraging customers to feel like part of a privileged group.

Additionally, these subscription models help platforms stabilise revenue streams beyond just transaction margins.

Looking forward, the competition between Flipkart Black and Amazon Prime will likely expand beyond just faster deliveries and discounts. However, the success of these programmes lies in how effectively they can deepen engagement and convert shoppers into long-term customers.

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