Amazon.com Inc. (AMZN) may have cornered the market in giving loyal customers a break with its Prime subscription service, but that doesn’t mean companies can’t take a page from the e-commerce giant, namely JPMorgan Chase & Co. (JPM).

Speaking during a Wells Fargo & Co webcast that was covered by Reuters this week, JPMorgan CEO Jamie Dimon said the financial services giant is going to get more into so-called “relationship pricing” in which the bank gives customers more at different levels and tiers, such as free stock trades for one example. Customers who use multiple products would get more perks for being a loyal client. “We may test different types of things,” Dimon said, according to Reuters. JPMorgan, as well as other financial institutions, already give their mortgage clients discounts if they conduct their banking with them as well and has in the past shared rewards from its credit cards with mortgage customers. (See also: JPMorgan Unleashes Smart Beta Fee Battle.)

Chasing Prime's Numbers

It's not surprising that JPMorgan would want to mimic Amazon and it's Prime subscription service, in which members get free two-day shipping, access to free streaming music and videos as well as discounts on products. It has been a boon to Amazon as was evident in its third annual Prime Day this past July. The shopping event in which products are deeply discounted for Prime member was its biggest sales day ever at the time. This past Black Friday has since set the new record. For the Prime event, the online retailer said sales increased more than 60% compared to last year’s Prime Day, with growth among small businesses even higher. What’s more, the company said more members joined Prime on July 11 than any other single day in the company’s history, with tens of millions of Prime members making a purchase during the event. That is up more than 50% compared to last year. This year’s Prime event ran for 30 hours and included more countries than in the past years. (See also: Amazon Prime Day Breaks Records.)

In addition to taking a page from Amazon and rewarding loyalty, Dimon said during the webcast that he doesn't think the company will develop a new banking product that is as game-changing as the iPhone, despite the fact that the bank spends billions each year on new technology. He said the investments should result in meeting the demands of its customers for mobile banking services.

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