UAE shoppers have a new reason to check their Aura app. Alshaya Group has launched the Alshaya Aura Pass, a paid upgrade that gives members access to discounts of up to 30% across more than 30 participating brands.
The limited-time offer costs AED 199 and is available for purchase between June 17 and July 5, 2026. Once activated, the pass remains valid until December 31, 2026, giving members several months to use the savings across Alshaya’s retail and dining portfolio.
What Is The Aura Pass?
The Aura Pass is a premium add-on to Alshaya Group’s existing Aura loyalty programme. Unlike the standard rewards system, which relies on accumulating points over time, the new pass delivers immediate discounts at participating brands.
For a one-time payment of AED 199, members can unlock savings of up to 30% without waiting to earn rewards through future purchases.
The move marks one of the most aggressive loyalty promotions currently available in the UAE retail sector, especially during the summer shopping season.
Which Brands Are Included?
The full list of participating brands is available through the Aura MENA app and official Aura platforms. Alshaya’s portfolio includes some of the region’s most recognizable retail and dining names, including:
- H&M
- American Eagle
- Foot Locker
- Boots
- Bath & Body Works
- The Cheesecake Factory
- P.F. Chang’s
With Alshaya operating hundreds of locations across the UAE, the pass has the potential to generate savings across fashion, beauty, lifestyle, and dining purchases.
Why Shoppers Are Paying Attention
Traditional loyalty programmes typically reward customers after multiple purchases. The Aura Pass flips that model by providing upfront discounts from day one.
The launch follows continued growth for Aura across the Gulf region, where the programme operates in the UAE, Saudi Arabia, Kuwait, Qatar, and Bahrain. Aura recently received recognition at the International Loyalty Awards 2026 and has expanded through partnerships with major brands and financial institutions.
For frequent shoppers, the value proposition is simple: one or two larger purchases could potentially offset the AED 199 cost of entry.
How To Get The Pass
Eligible customers can purchase the pass directly through the Aura MENA app.
Key Details
| Feature | Details |
|---|---|
| Product | Aura Pass |
| Cost | AED 199 |
| Discount | Up to 30% |
| Participating Brands | 30+ |
| Purchase Window | June 17 – July 5, 2026 |
| Valid Until | December 31, 2026 |
| Platform | Aura MENA App |
The Bottom Line
The Alshaya Aura Pass UAE is designed for shoppers who regularly visit Alshaya-owned brands. With discounts reaching up to 30% across more than 30 brands, the new pass could quickly become one of the most talked-about retail deals of the summer. The only catch is the deadline: purchases close on July 5.
