Southwest Airlines has already made several high-profile changes for its customers over the past several months, ending its beloved "bags fly free" policy and scrapping its longstanding open-seating policy.

Starting Jan. 27, Southwest Airlines passengers will get assigned seats for the first time, marking a major shift in the carrier’s business model.

Southwest Airlines' signature boarding style is being replaced with zoned groups and customizable seating perks.

Just two months after ending its long-standing “Bags Fly Free” policy, the airline has announced when it will roll out assigned seating — a significant shift from its traditional boarding process. For decades, Southwest used a first-come, first-served system, along with free checked bags, that set it apart from its competitors.

Today, Chase and Southwest Airlines Co. launch new and enhanced benefits on the Southwest Rapid Rewards® Credit Cards from Chase. The Cards' benefits and new earn categories now make everyday spending and flying with Southwest Airlines even more rewarding and reflect the airline's new Customer experience .

Southwest Airlines has made a number of controversial changes over the past several weeks, ending its longstanding "bags fly free" policy and its iconic open seating policy. However, Southwest Airlines has recently shut down talk of another unpopular change.

Southwest passengers will soon buy assigned seat tickets as the carrier ends decades of open seating and other perks in the company's bid to save revenue.