Amazon Discloses Prime Service Has Over 100 Million Subscribers

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For those who wonder how many Amazon Prime members there are on planet Earth, it's more than 100 million, Bezos said. The membership generally costs $99 a year in the US and lures people in with free two-day shipping and access to video and music streaming.

Jeff Bezos hasn't written his own business book, yet, but the Amazon CEO and founder has delivered enough lessons to fill multiple tomes in his annual letters to the Seattle's company's shareholders over the past two decades.

Prime subscribers are known to be more lucrative to Amazon, estimated to spend twice as much money every year than non-members, according to Consumer Intelligence Research Partners.

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Prime isn't the largest paid internet service, however.

Netflix has 125 million paying subscribers, Netflix just announced in its Q1 2018 earnings this week.

In his annual shareholder letter - published since 1997 and widely considered a must-read among executives and business leaders around the globe - Bezos listed the 100 million-plus figure as one of Amazon's chief milestones from the past year. Prime costs $99 a year or $12.99 a month in the USA, with similar membership prices in 15 other countries.

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He took a philosophical turn: To make a point about the importance of setting high standards, Bezos described a friend so determined to master a handstand that she hired a handstand coach.

"Unrealistic beliefs on scope - often hidden and undiscussed - kill high standards", Bezos wrote. This is the first time he's publicly stated how many Prime members the company has signed up. Without knowing how big Prime is or how much it's growing, it's been hard to figure out how successful the program has been.

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