This Is Amazon’s Next Big Move to Get You Hooked on Prime

As the fanfare surrounding Amazon Prime Day dies down, there’s more news from the e-commerce giant that may have gone unnoticed: It’s been quietly offering a credit card that gives Prime owners 5% credit back on their Amazon purchases.

Called the Amazon Prime Store Card, the card was apparently first launched in March. But Re/code reported Amazon hasn’t been heavily promoting the card, which could get more shoppers to sign up for Amazon’s $99/year Prime service. Prime membership also offers other benefits, like free two-day shipping and more.

Read more: 5 secret Amazon Prime perks you don’t know about

Amazon’s card may also be a jab at Target, which offers the REDcard that gives consumers 5% back when shopping on Target.com.

“While others may try and replicate parts of this offering,” Target told Re/code, “we think REDcard paired with exclusive, only-at-Target merchandise and great prices on everyday essentials is an unbeatable value proposition.”