For customers who are wary of locking themselves into a $99 yearly Amazon Prime membership, a new pay-by-the-month option announced Sunday could be enticing — especially for the streaming perks offered by Prime Video.
"Amazon is in this to win this. Before, video was an afterthought to free shipping. Now, it's top of mind. In order for this to [succeed], they're going to have to market it and spend a lot of money on new content," Wedbush analyst Michael Pachter told The Hollywood Reporter.
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