Amazon has reported strong growth in subscribers to its Prime loyalty programme (without revealing numbers), which offers one-hour delivery, original TV programming and access to its digital entertainment products such as Prime Music and Prime Video for an annual fee.

The company said it would ramp up spending to entice Prime customers through video content, particularly its “Prime Originals” – shows Amazon develops itself. That strategy builds on the success of programmes including Mozart in the Jungle and Transparent, which each have won Golden Globe awards.

“We feel that programme is working,” Chief Financial Officer Brian Olsavsky said. “We’re going to significantly increase our spend in that area.

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