“When we win a Golden Globe, it helps us sell more shoes. […] Because if you look at Prime members, they buy more on Amazon than non-Prime members, and one of the reasons they do that is once they pay their annual fee, they're looking around to see, ‚How can I get more value out of the program?’ […] A lot of their behaviours change in ways that are very attractive to us as a business.”

source: Jeff Bezos at Code Conference 2016, cited after Nathan McAlone, Amazon CEO Jeff Bezos said something about Prime Video that should scare Netflix, „Business Insider”, 2016