Corey Rosenberg

I’m an advertising creative director who specializes in copywriting. Welcome to my site. I hope you enjoy what I’ve designed for you.

Prime Access — case study

Before accessibility became a mainstream marketing priority, helped launch a new Prime offering designed to open the ecosystem to a broader audience—reframing affordability without diminishing value.

The Challenge

Amazon introduced Prime Access—a 50% discounted membership for income-qualified customers. But the experience required Medicaid verification, risking a process that could feel complex, transactional, and stigmatizing.

Core challenge:

How do you make a discounted offering feel empowering, inclusive, and valuable—while simplifying a sensitive, high-friction enrollment experience?

Overview

Client: Amazon Prime Role: Creative Director (Copy & Content Strategy) Project: Launch of Prime Access (Product, Web, Video, Lifecycle) Platform: Web, Video, Email

Insight

Affordability shouldn’t feel like compromise.

To build trust with a historically underserved audience, the experience needed to preserve the full value of Prime—while making access feel simple, respectful, and stigma-free.

Approach

We reframed the experience from “discounted program” to full-value membership made accessible.

  • Voice & Messaging: Clear, human, and respectful—never reductive
  • UX Writing: Simplified, guided, and confidence-building
  • Storytelling: Grounded in real-life context to build emotional connection
  • Lifecycle: Structured to support users beyond sign-up

Every touchpoint was designed to reduce friction while reinforcing value.

Prime Access launch card on navy: “All of Prime, half the price.” — qualifying government assistance recipients can access all of Prime for $6.99/month (reg. $14.99/month), with a Start 30-day free trial button and the prime access logo.
Amazon.com landing page with the Prime Access offer: “All of Prime, half the price.” panel beside family photography, and a note that SNAP, Medicaid, or other qualifying government assistance can save more with Prime Access.

The Idea

All of Prime. Half the Price.

A simple, confident platform that preserves the full value of Prime—while making it feel accessible, inclusive, and worth it.

Execution

Web: The Enrollment Experience

Led messaging and UX writing for the full landing and sign-up flow:

  • Balanced clarity around eligibility with emotional resonance
  • Simplified complex verification steps
  • Reduced cognitive load through structure and hierarchy

Product: The Onboarding Flow

Reimagined the Prime onboarding experience to improve accessibility and completion:

  • Rewrote flows to approximately a 5th-grade reading level
  • Reduced friction across key verification steps
  • Reinforced clarity and user confidence at every stage

Video: “Write a Review”

Developed and scripted a hero film centered on a single mother navigating work, family, and finances:

  • Story-driven, human-first narrative
  • Positioned Prime Access through lived experience
  • Featured alongside a segment on NBC News, extending reach and credibility

Email: The Lifecycle Engine

Transformed an outdated newsletter system into a structured, 12-part onboarding series:

  • Welcomed and guided new members
  • Educated users on Prime benefits
  • Drove early engagement and feature adoption
Fanned series of five Prime Access lifecycle emails from the 12-part onboarding series, showing eligibility verification and welcome flows.
Prime Access onboarding flow: a phone centered over four enrollment panels — “Access 50% off Prime” eligibility upload, SNAP EBT and issuing-state steps, payment confirmation, and the “Welcome to Prime.” screen.
Row of four Prime Access ad tiles: “Receiving Government benefits?” and three “All of Prime. Half the price.” variations on navy, photography, and Prime blue, each with a yellow Get 50% off Prime button.

Why It Worked

  • Reframed affordability as access, not limitation
  • Built trust through clarity, tone, and respectful storytelling
  • Reduced friction in a complex, high-stakes enrollment process
  • Created a cohesive system across product and marketing touchpoints
  • Reinforced value at every stage of the user journey

How It Performed

  • Increased onboarding completion rates by reducing friction and improving clarity across the sign-up experience
  • Strengthened emotional connection and trust with a historically underserved audience
  • Elevated perception of the offering from “discounted” to “fully valued and accessible”
  • Drove higher early engagement through a more thoughtful and structured onboarding email journey

New Subs Week #1

+75%

strong initial adoption

Enrollment Completion Rate

+40%

driven by simplified onboarding and clearer messaging

Drop off Rate

-18%

reduction in drop-off across verification steps, during Medicaid & ID confirmation

Landing page Conversion Rate

+20%

supported by improved value framing and UX clarity

Video Completion Rate

80%

Email CTR

+8%

CONTACT

I’M ALWAYS OPEN TO NEW OPPORTUNITIES

As you can see, I rarely say no to a new opportunity that comes my way. Whether you’re needing a freelance creative director or copywriter, or an expert to come in and train your content or your GTM team, I’d love to hear from you, so please reach out. I’ll get back to you as soon as humanly possible.