How to Give Amazon Prime Membership as a Gift to a Friend If your recipient is already an Amazon Prime or Amazon Student member, or doesn't want to use the Prime membership, they can exchange their gift for an Amazon.com Gift Card. The Amazon.com Gift Card will have a value equal to the original cost of the Prime membership gift (including sales tax). See Exchange a Prime Gift Membership. So it sounds like you can't use it to directly renew your prime membership, but you can exchange the value for a gift card. Hope that helps! Reply