Amazon says 10 million new customers tried Prime for the holidays

Amazon has come out swinging on Boxing Day.

The ecommerce behemoth said on Friday that more than 10 million customers had signed up to try its Prime delivery service during the holiday season.

Amazon has closely guarded the number of customers who pay for the service, which also includes streaming TV, movies, books and music along with free two-day shipping on most items. An analyst estimate from September said there could be around 50 million customers for the service, which would mean Amazon added an impressive 20% at the end of 2014.

An Amazon representative said that the 10 million number represented customers who tried Prime for the first time. Amazon currently offers a free 30-day trial of the service, which automatically switches to the $99/year rate unless a customer cancels the subscription.



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