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CEO Jeff Bezos quantified the size of Amazon's Prime membership for the first time Wednesday in his annual letter to the Seattle company's shareholders.

New Prime subscriptions show no signs of slowing down, however, with a record number of new members joining in 2017, both in the USA and around the world.

2017 was also the best year ever for Amazon's own hardware (like Echo, Echo Dot, Fire TV Stick and Alexia) and Amazon Web Services' turnover surpassed 20 billion dollars for the first time.

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In fact, the 100 million number exceeds estimates from Consumer Intelligence Research Partners, which suggested that the loyalty program had 90 million subscribers in October 2017.

"Amazon's disclosure that its Prime membership program has crossed the 100-million-member threshold globally reflects the power of the program, and validates the continuing substantial investments on various fronts to both attract and maintain this important core base", stated Moody's Lead Retail Analyst Charlie O'Shea in commentary provided to Retail TouchPoints. Morningstar Inc. analyst RJ Hottovy says that while Amazon is losing money on global investments, success with Prime will make investors more patient with the e-commerce giant. The company has never released Prime revenue numbers, average order value per member or member retention rates.

Bezos said more new Prime members joined on Prime Day 2017 than on any other day in the company's history. Shipping is the main draw of Amazon Prime, as it allows users to get free two-day shipping on all Prime-eligible items. The company's median compensation figure, however, shows that at least by volume, Amazon's workforce tilts more toward the fulfillment center associates than AI specialists.

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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. In total the company sold "tens of millions" of the devices.

This year it also has a warning for competitors: Amazon is diving even deeper into product sales, and it's a real contender in the streaming content space. 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.

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