Amazon is the only retailer that may refer to its memberships as "prime memberships" in the United States. Prime is a registered trademark of Amazon that covers loyalty programs, retail discount clubs and expedited shipping services. Other retailers using this terminology are subject to litigation for trademark infringement,
Amazon's trademark approval date for Prime is April 24, 2007. Its trademark type is a standard character mark, which means that the trademark covers the word itself. It is not dependent on a font, logo or other distinguishing mark; another retailer would infringe simply by referring to its loyalty or club memberships as prime memberships.