The chance to get free two-day Amazon shipping is a bigger driver of Amazon Prime subs in the US than the unlimited streaming of TV, according to a study from Strategy Analytics, which found that 55 per cent of US respondents who had Amazon Prime said free shipping was “very important” to their subscribing, while 46 per cent said instant video was very important.

The study also found that of those who have subscribed to Amazon Prime, more said they used Netflix (63 per cent) in the previous month than said they used Prime Instant Video (59 per cent).

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