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Amazon Prime has over 100 million members

20 April 2018

In January, the company raised the monthly US Prime subscription price to US$12.99 from US$10.99, but left the annual cost at US$99.

The scope of Prime's success stunned even the most optimistic of analysts, such as GBH Insights' Daniel Ives.

New Prime subscriptions show no signs of slowing down, however, with a record number of new members joining in 2017, both in the US and around the world.

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Because of that, he said, the company is attracting customers who are "either new to streaming in the first place, or new to premium streaming", rather than just relying on smartphone-centric "early adopters" which, he reckoned, have been the main target for his rivals. Amazon shares were up 1.5 per cent in after-hours trading. It also gives access to beats deals and coupons.

Amazon, as usual did not release any exact sales figures for the devices.

The reasons behind the success are plenty that includes mainly the large no. of subscriptions to Prime Video that provides popular TV shows and films which are quality content-oriented and award-winning movies and also rising amount of Amazon Music customers since previous year as noted by Jeff Bezos. Morningstar Inc. analyst RJ Hottovy says that while Amazon is losing money on worldwide investments, success with Prime will make investors more patient with the e-commerce giant.

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'It has become a golden ticket for Amazon, ' he said.

Amazon also expanded its slate of programming across the globe, with new seasons of "Bosch" and "Sneaky Pete" from the U.S., "The Grand Tour" from the United Kingdom - hosted by the former team from BBC's "Top Gear" - and "You Are Wanted" from Germany. Only Apple, at about $900 billion, and Google's corporate parent, at about $745 billion, are now worth more.

Amazon isn't only in the race of digital subscriptions. Comparably, Netflix has 125 million subscribers and Hulu has about 17 million. Over 300,000 US -based SMBs started selling on Amazon in 2017, and Fulfillment by Amazon shipped billions of items for SMBs worldwide... The total number of Prime subscribers increased by "tens of millions" in 2016, or 20 million as confirmed by TechCrunch.

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Moreover, the Prime loyalty programme, which Amazon launched in the country in mid-2016, saw its fastest growth in India compared to any of the other geographies where the company has taken it. Moody's guess last summer, based on an evaluation of demographic data, was closer to 50 million, well below Costco's of 86.7 million members.

Amazon Prime has over 100 million members