Amazon Reaches 100 Million Prime Subscribers

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Ecommerce giant Amazon surpassed the 100 million Prime subscriber mark, just one of the many milestones CEO Jeff Bezos mentioned in his annual shareholder briefing. Amazon Prime began 13 years ago and today counts more than 100 million members. Prime subscribers spend a lot more on Amazon - $1,300 (U.S.) per year on average - compared to about $700 for non-Prime members, according to Consumer Intelligence Research Partners. From "free", speedy delivery of Amazon purchases, to TV, music, fashion, a virtual library, free delivery on "Fresh" orders and cashback on a Prime Visa Signature Card. This lack of hard detail directly from Amazon has meant that analysts in the past had to infer how many Prime members Amazon might have from surveys of customers.

The number of Prime subscribers for years has been a closely held secret and the focus of much speculation. "Amazon Music Unlimited, our on-demand, ad-free offering, expanded to more than 30 new countries in 2017, and membership has more than doubled over the past six months".

The only solution to this problem is to keep "high standards" across everything you do, he said.

Bezos, who has released such a piece of communication on a yearly basis since 1997, said its critical to continuously set higher and higher standards for the company as time goes on because customers do the same for expectations.

Bezos has always been a little cagey about sharing Amazon statistics.

Amazon shipped more than five billion items through its Prime service previous year, and logged an unprecedented number of new memberships, according to Bezos.

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The service also helps spur sales of Amazon's internet-connect speaker with its digital assistant, Alexa.

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.

Looking ahead, Bezos also said he looks forward to upcoming Prime Original series such as Tom Clancy's Jack Ryan starring John Krasinki, Anthony Hopkins-starring King Lear, The Romanoffs, Carnival Row, Good Omens, Homecoming and more.

Bezos urged his team to be realistic saying that "unrealistic beliefs on scope - often hidden and undiscussed - kill high standards".

Prime has more than 40 million local products in total and from the third-party sellers.