Service that bundles fast delivery with video and music streaming edges closer to Netflix’s 125 million subscribers

Amazon has revealed that it has more than 100 million subscribers to its Prime service, which bundles free shipping with video and music streaming services and other perks to keep shoppers locked into its brand.

Jeff Bezos, its chief executive, revealed the subscription numbers in his annual letter to shareholders. The service, which costs users £79 in the UK or $99 in the US a year, was first launched 13 years ago as a way of fostering customer loyalty.

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