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Report: Amazon’s Prime Service Falling Short of Estimates

Feb 15, 2012  •  Post A Comment

Amazon.com’s Prime service, which provides free two-day shipping along with access to content through online streaming for an annual $79 fee, has fewer than half as many customers as analysts had projected, according to Bloomberg.

Between 3 million and 5 million people had signed up for Prime as of October, far less than the 10 million customers that analysts had estimated, the story notes.

Amazon is aiming to reach 7 million to 10 million customers within the next year. An Amazon spokeswoman declined to comment on the company’s Prime membership numbers.

Prime, started seven years ago with the shipping deal, last year added video streaming to the product, allowing customers to watch streaming TV shows and movies. The service is being counted on by Amazon as a way to lock in customers and bring in revenues, the piece adds.

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