Case Study: The Washington Post achieves faster checkouts and higher subscription conversions with Amazon Pay

The Washington Post offers speedy subscriptions with Amazon Pay

The Washington Post, a long‑running national newspaper that has moved aggressively into digital media and now has more than 1 million paid digital subscribers, wanted to grow and retain its readership by making subscription sign‑ups faster and less friction‑filled. To address this challenge, The Washington Post integrated Amazon Pay into its website so readers could subscribe using credentials already stored in their Amazon accounts.

By implementing Amazon Pay, The Washington Post cut checkout times to under 30 seconds—about 65% faster than other options—and reduced the process to three clicks, boosting on‑site conversion rates. Amazon Pay users also experience very low decline rates (about 2%), thanks in part to soft‑decline information that enables retries, and adoption of the payment option has grown since its 2014 introduction, helping the Post expand subscriptions and reach new audiences.

The Washington Post

Miki King

Vice President of Marketing