March 23, 2026, 3:22 pm | Read time: 3 minutes
Joybuy is a new online marketplace from the Chinese company JD.com, positioning itself in Europe as an alternative to Amazon. Part of the offering is the paid program JoyPlus, which promises unlimited free deliveries with no minimum order value, exclusive discounts, bonus points, and faster shipping options called JoyExpress.
Update from March 23, 2026: Joybuy has now responded to the accusation of confusing pricing. In an email, the company assures that the current promotional prices are “valid at least until the end of June”–no changes are planned until then. The rates are as follows:
- €3.99 per month (€2.99 for students)
- €19.99 per year (€14.99 for students)
For new customers, registration begins with a 30-day trial period. This starts automatically, is included by default, and is not optional. Additionally, they promise that the current fees will be “clearly and transparently” visible in the registration and subscription process. For future price changes, they plan to inform 30 days in advance. Starting May 2026, prices and other relevant information will be more visible to users who are not logged in.
The original message from March 22 follows:
According to a report by the online magazine “Golem,” the offer can become more expensive than Amazon Prime. The reason lies mainly in the pricing, which initially appears cheaper than it actually is. Particularly problematic: Many users only see the real price during booking.
Introductory Price for Joybuy Subscription–Why Many Don’t Get It
Joybuy advertises JoyPlus with an introductory price of €3.99 per month. However, this is only valid for a short time and not for all users. The promotion is set to run until mid-April. Additionally, there is a 30-day free trial period. As a result, the trial period may end when the reduced price is no longer valid. Those who subscribe during the promotion initially pay nothing but must then pay the higher regular price directly.
After the promotion ends, the standard price is automatically charged. This is €9.99 per month, which is higher than Amazon Prime, currently costing €8.99 monthly. Amazon also offers services like video and music streaming. In contrast, JoyPlus focuses mainly on shipping benefits and bonus promotions in its own shop. Thus, despite the higher price, the range of services may be less. The annual subscription presents a different picture: JoyPlus costs €59.99 per year, while Amazon Prime currently costs €89.90 annually.
Also interesting: What’s behind the JoyExpress delivery service
Unclear Discounts and Prices
The pricing structure also causes confusion with special offers. For example, a yearly subscription for students is advertised at €14.99. However, the first charge is already €19.99. The displayed price does not always match the amount that must be paid initially. Additionally, the final price is sometimes only visible during the booking process. Those who want to inform themselves in advance often have to create an account and start the ordering process.
Overall, it appears that JoyPlus seems affordable at first glance but can become more expensive upon closer inspection. Especially the combination of trial period, promotional price, and regular rate can lead to unexpected costs. Therefore, those using the subscription should carefully check which price applies and when it will be charged. Only in this way can they avoid paying more than planned in the end.