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亚马逊计划与银行联手推出青少年专属账户服务

据彭博社报道,亚马逊目前正在与摩根大通、Capital One在内的多家银行协商,未来可能有望推出青少年及年轻用户群体专属的活期账户服务,方便其在亚马逊网站进行购物。

其实早在本月初,《华尔街日报》就曾报道过亚马逊与银行的潜在合作计划,而这次彭博社的报道不仅证实了此前的消息,也进一步明确了这次新产品的受众市场和设立原因。

亚马逊之所以选择活期账户,其实是与年轻一代的信贷理念有关的。如今的年轻人对信用卡服务并不感兴趣。来自彭博社的报道称,18至24周岁的用户群体其实更倾向于使用借记卡服务。此外,许多年轻用户没有资格获得信用卡服务,而青少年更是无法申请。未经父母同意,18岁以下的青少年也不能设立自己的银行账户。

其实,此前亚马逊已经在青少年市场进行过多次“试水”。比如,任何人都可以在零售店购买亚马逊储值卡,然后将其中数额加载到青少年账户中。再比如,去年亚马逊还允许青少年通过父母的账户进行购物,当然前提是不能超过父母设定的支出限额,或者要在下单前得到父母的同意。

近些年来,青少年用户市场吸引了不少替代性银行产品。比如Current就允许家长在其App中进行设置,将青少年的家务表现与零花钱直接挂钩。再比如,Greenlight曾推出过一款儿童借记卡,可以同时在美国国内和国外使用。除此之外,市面上还有很多适用于年轻用户的金融服务产品,它们帮助这些年轻用户学会储蓄、零用整理和投资。

也许正是这样的市场潜力和动向启发了亚马逊。

与此同时,银行其实可能也愿意与零售商进行合作,因为这样可以帮助他们通过新的方式吸引年轻一代用户的注意。

此外彭博社还指出,亚马逊的银行产品还可能会帮助用户减免传统银行服务费用,或者能够与Alexa等先进智能装备进行匹配使用。

Amazon  has been in discussions with banks to create a product aimed at teens and other younger users who don’t have their own credit cards, or an interest in applying for one, according to a new report from Bloomberg. The company reportedly has held early stage talks with banks including JP Morgan Chase and Capital One, with the goal of creating some sort of checking account-type service that would make it easier for Gen Z customers to shop Amazon’s site.

This is not the first time Amazon has been said to be talking to banks about establishing some sort of banking product of its own.

Earlier this month, The WSJ reported Amazon was talking to big banks, including JPMorgan Chase, about building a checking account product. Bloomberg essentially confirms this earlier reporting, with the additional emphasis on the product’s youth appeal, and why it matters.

Most notably, it has to do with the younger generation’s approach to credit – or rather, how they’re not all that interested in obtaining a credit card. In fact, those ages 18 to 24 prefer using debit to credit, noted Bloomberg.

In addition, many young users don’t qualify for credit, and younger teenagers couldn’t even apply. Teens under 18 also can’t set up their own bank accounts, without parents’ consent.

Amazon had previously addressed the teen market with its Amazon Cash cards that let anyone add cash to an Amazon account by purchasing a card at a local retailer and giving the cashier the amount they want loaded into their Amazon account.

The company also last year launched a way for teens to shop the site independently of their parents – creating their own lists, and making purchases via parents’ accounts, while abiding by pre-set spending limits parents set or by getting purchases approved after parents’ review the requests.

But more recently, a number of alternative banking products have arrived for teenaged users, like Current, which ties into a chore-and-allowance system parents set up in an app, and Greenlight, whose “kids” debit card works both inside and outside the U.S. There’s also a host of millennial-flavored investing products on the market that help younger users learn to save, tuck away their digital loose change by rounding up purchases, or teach users how to invest.

Amazon may see the potential then, in going a similar route. Meanwhile, the banks may be interested in working with the retailer, given their need to find new ways to appeal to millennial shoppers wary of signing up for credit cards.

Bloomberg noted Amazon’s banking product could also entice users by reducing or eliminating traditional fees, or by taking advantage of Alexa in some fashion.

We’ve asked Amazon if it’s commenting on the report, and will update if the company has more to share.


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