Uber One Member Days: A Play for Super App Dominance?

Uber is launching its inaugural Uber One Member Days, a clear nod to Amazon's Prime Day. This week-long event (May 16-23) offers exclusive deals across Uber's services and partner brands. This move signals Uber's ambition to become a daily-use platform, much like Amazon.

Previously, Uber focused on cross-selling services like food delivery and grocery. Now, it's aiming for a broader super app strategy, offering a range of services with premium benefits locked behind the Uber One paywall.

Mirroring Amazon's Success

Amazon Prime Day has been a massive success, generating billions in sales. While Uber is far from that scale, it has a significant global presence, advanced logistics technology, and a vast driver network. This provides a strong foundation for growth.

Uber One Member Days offers discounts on rides (20% off Uber Black, 30% off Reserve, 40% off Comfort) and other perks. These include Delta SkyMiles points for frequent riders, Oura ring discounts, Ticketmaster savings, and free fast food from partners like McDonald's, Chipotle, and Dunkin'.

“We want to create delight for Uber One members,” Sachin Kansal, Uber’s chief product officer, told TechCrunch. “This should be a great savings period for them. But also for folks who are not members right now, it’s a great way for them to get an introduction into membership.”

Uber is actively working to expand its Uber One membership, currently at 30 million. CEO Dara Khosrowshahi noted that members have high retention rates and spend three times more than non-members.

From Rides to Retail: The Super App Evolution

With recent partnerships like Home Depot, Uber is expanding beyond its core transportation services. By combining these deals with Uber One, the company is following Amazon's trajectory from a niche retailer to a ubiquitous platform.

Amazon now dominates e-commerce and digital life with services like AWS and Prime Video. Uber aims for similar ubiquity, betting that its mobility platform can become the next backbone of digital consumer culture.

  • Key Deals: 20% off Uber Black, 30% off Uber Reserve, 40% off Uber Comfort.
  • Partner Offers: Delta SkyMiles, Oura, Ticketmaster, fast food deals.

Will Uber One Member Days achieve Prime Day levels of success? Only time will tell. But the company's ambition to become a daily-use super app is clear.