Cut to February 22, 2011: Amazon Prime users who visited the site discovered a new benefit of membership. We (Bill and team) had launched Prime Instant Video that morning.1 It offered streaming of five thousand movies and TV shows as part of the Amazon Prime membership, at no extra charge. Until that moment, the Amazon Prime brand had meant one thing to subscribers: fast, free shipping. Millions of customers had subscribed. Tens of millions of customers knew what Prime stood for. But now Amazon Prime meant streaming video too?
