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Why Amazon keeps adding more benefits to Prime

In the past two weeks, Amazon has added benefit after benefit to Prime.  First, the company announced that Prime subscribers, who pay $99 a year for free two-day shipping on a vast selection of Amazon products, would get access to 1,000 free e-books and magazines. Then the Wall Street Journal reported Amazon would develop real-life convenience stores meant to serve its Amazon Fresh customers, who all subscribe to the grocery delivery service for an extra $14.
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