Vitality will now provide members with Amazon Prime membership as an incentive on its rewards programme after partnering with the company.
Customers can purchase a month’s access to Amazon Prime with 160 Vitality activity points, which are earned by exercising at member gyms or tracking activity using a linked tracking device.
Neville Koopowitz, chief executive of Vitality, said: “Our core purpose is to help make people healthier and enhance and protect their lives, and to do this the Vitality programme continually evolves in line with emerging research and new technology.
“Not only does the Amazon Prime benefit clearly respond to trends in how consumers are accessing video and music content, but we are confident it will appeal strongly to specific segments of our membership who can benefit from greater engagement in physical activity.
“It therefore has the potential to significantly improve engagement, physical activity and value from the Vitality Programme.”
The Amazon Prime benefit will come into effect later this month.