It turns out people really like Amazon Prime

It turns out people really like Amazon Prime

It turns out people really like Amazon Prime

In a letter to shareholders, Jeff Bezos, CEO, detailed highlights of the 2017 fiscal year, and revealed that the company has exceeded 100 million paid Prime memberships worldwide just 13 years after the program's launch.

For a consumer-friendly Amazon, the achievement is a "material positive" as Prime members spend almost double that of a nonmember each year, wrote Aegis Capital analyst Victor Anthony.

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.

Amazon introduced its first fashion-oriented Prime benefit in 2017, Prime Wardrobe, a new service that brings the fitting room directly to the homes of Prime members so they can try on the latest styles before they buy.

Get Data Sheet, Fortune's technology newsletter. Amazon has been actively pushing Prime into new countries, and Bezos said Wednesday that India has been especially receptive. He said that the company's Prime Day for 2017 was its "biggest global shopping event ever" until it was soon eclipsed by Cyber Monday, the day of online shopping deals following the Thanksgiving holiday weekend.

That median pay figure is skewed by the large number of Amazon's more than 560,000 employees who work in its package warehouses, distribution centers, Whole Foods grocery stores and other places far from the ping-pong tables, endless free kale chips and yoga rooms of Silicon Valley's rich tech campuses.

Customers purchased tens of millions of Echo devices in 2017.

Amazon charges $99 a year for Prime membership, which offers free two-day shipping on certain items, access to the company's streaming-video library and other media, including Amazon Music and many e-books, along with other features.

Bezos cited Amazon's continued high marks from independent surveys, including the American Customer Satisfaction Index, as proof that the company continues to invent new ways to please customers, giving them new things they didn't realize they wanted. It's human nature. We didn't ascend from our hunter-gatherer days by being satisfied. I see that cycle of improvement happening at a faster rate than ever before.

But it is the capacity of the program to more tightly knit customers into the Amazon ecosystem that make it so valuable.

"You can not rest on your laurels in this world", he wrote.

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