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Best Buy takes aim at Amazon Prime Using its own membership program

we’re trademarking naas — The company’s new program should appeal to Geek Squad frequent fliers. Jim Salter – Apr 7, 2021 10:54 pm UTC Enlarge / Extended warranties and unlimited tech support—including on things you didn’t purchase from Best Buy in the first place—are bigger potential value-adds to Best Buy Beta than the ubiquitous free…

We’re trademarking naas —

The organization’s new program should appeal to Geek Squad frequent fliers.


Little cartoon people explain the advantages of Best Buy membership.

Enlarge / Extended guarantees and unlimited tech support–such as on things you didn’t purchase from Best Buy in the first place–are far larger potential value-adds to Best Buy Beta compared to omnipresent free delivery.

Best Buy is drifting a new subscription program known as Best Buy Beta at some test markets. The new program, somewhat similar to Walmart’s Walmart+, takes aim at Amazon’s hugely popular Prime subscription support –but does this while focusing on Best Buy’s own corporate strengths, in addition to the typical free delivery perks.

For $200 per year–or $180, for Best Buy credit card holders–Beta members receive unlimited Geek Squad technician support, included prolonged protection (up to two years) on most purchases, free standard delivery, and free setup for most products and appliances. There is also a 24/7″concierge” service offered only to Beta members by phone, chat, or email.

The particulars Best Buy’s corporate statement  provides concerning the concierge service are slim, but it sounds like a type of generic”niece or nephew who’s good at technology” who will can answer inquiries. (Nibling as a Service? ) )

Beta’s $200 annual fee is more expensive than either Amazon Prime ($120) or Walmart+ ($100)–but its own value-add services focus greatly on a human element, rather than simple economies of scale. The added cost may look as a no-brainer to clients who are especially prone to technological confusion.

The pilot program is now available in certain shops through Iowa, Oklahoma, and eastern Pennsylvania, with plans to expand soon into Minnesota, North Carolina, and Tennessee. If you are in the market for 24/7 NaaS right now but do not reside in one of Best Buy’s pilot places, you are able to subscribe to the company’s present Total Tech Support application for the same cost, but with considerably decreased benefits.

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