What Amazon Gets About Young Adults That the Church Often Misses
What Amazon Gets About Young Adults That the Church Often Misses
What if I told you that Amazon is doing a better job of reaching young adults than most churches?
I know — that’s a bold statement. But if we take a closer look at what Amazon is doing intentionally to reach the next generation, there's a lot we can learn as ministry leaders, pastors, and church leaders.
Why Age 18 to 24 Is Everything
The season of life between 18 and 24 is one of the most formative windows in a person's life. It's when major decisions are made — about beliefs, identity, relationships, finances, career paths, and more.
According to research by Barna and others, most long-term spiritual habits and values are shaped before the age of 25.
This means that emerging adulthood isn’t just a transitional phase — it’s a discipleship opportunity.
The problem? Many churches don’t have a plan to reach or disciple this age group. But Amazon does.
Amazon’s Long Game: Prime for Young Adults
This fall, Amazon is rolling out a new initiative: Prime for Young Adults.
It’s a six-month free trial for anyone ages 18 to 24. Why?
Because Amazon knows what credit card companies have known for decades:
The lifelong value of a customer begins at 18.
At that age, people are:
Deciding how they’ll shop
Choosing what content they’ll stream
Forming habits around convenience, community, and consumption
Amazon wants to be first in line to earn their loyalty — not just for a moment, but for life.
They’re not just making sales — they’re shaping behaviors.
Meanwhile, in the Church…
A few years ago, I was speaking at a ministry conference on a Gen Z panel. During the Q&A, someone from a major national ministry said:
“We’ve noticed that nobody from Gen Z has given to our ministry yet.”
And while I understand the concern, that’s actually a lagging metric, not a leading one.
The question isn’t “Why aren’t they giving?”
Better questions are:
How have we added value to their lives?
Have we helped them make wise decisions?
Have we walked with them through their real-life challenges?
Challenges like:
Avoiding debt
Finding purpose
Choosing a partner
Making career moves
Navigating faith in a distracted, digital world
If the Church isn’t part of those conversations… someone else will be.
Who Is Your Church Really Designed For?
Take a look around your church or ministry:
Who is it actually built for?
Young families with kids?
Married couples?
Boomers or retirees?
We often say that “church is for everyone” — and that’s true. But if that’s the case, why aren’t we doing more to invest specifically in the next generation?
Amazon serves everyone — but they still intentionally target 18 to 24-year-olds.
Shouldn’t we?
The churches and ministries that will thrive over the next 30 years are the ones investing in 18-year-olds today. Not just hoping they come back once they’re married with kids.
What Can We Do Differently?
If Amazon is reaching young adults by offering:
Clear value
Low barriers
Trust-building engagement
Then we can do the same in ministry.
Here’s what that could look like in your context:
-Launching a young adult ministry or small group
-Equipping leaders in that age range to lead their peers
-Offering mentorship, practical tools, and teaching on life decisions
-Creating space where young adults feel seen, valued, and heard
This isn’t about competing with corporations.
It’s about discipling a generation before culture does it for us.
Let's Talk About It
So here’s my challenge for you:
What would it look like for your church or ministry to reach young adults with the same intentionality that Amazon is using?
Leave a comment below.
Tag a leader who needs to think about this.
And let’s build the Church of tomorrow by investing in young adults today.
Free Resources for You & Your Team
We’ve put together a few free tools to help you get started:
📘 Download our free eBook: 10 Steps to Starting a Successful Young Adult Ministry
👥 Join the Young Adults Today Facebook Group — connect with other leaders
📺 Subscribe to the Young Adults Today Podcast + YouTube channel for practical strategies and encouragement
Thanks for reading. Keep leading with boldness.