, Inc. Introduces Prime Reading -- a New Benefit for Prime Members

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On Wednesday, (NASDAQ: AMZN) launched another benefit for its Prime Members: Prime Reading.

The new service brings Prime Members unlimited reading of a rotating selection of "over a thousand top Kindle books, magazines, short works, comic books, children's books and more -- at no additional cost," Amazon explained in a statement. Some impressive book and magazine titles available in the current Prime Reading selection include The Hobbit, Harry Potter and the Sorcerer's Stone, National Geographic Traveler, and Popular Mechanics.

In addition to being available on any Kindle or Fire tablet, Prime Reading is available on any device with an iOS or Android Kindle app.

Amazon's Prime membership, which costs $99 per year or $10 a month, also includes Prime shipping, Prime Video, Prime Music, Prime Photos, the recent addition of Audible Channels, and more.

Does it matter?

While another free service for Amazon members does boost the value of its Prime membership, it's not surprising to see Amazon adding yet another benefit for members. Management has recently been referring to the service's increasing benefits as "the flywheel of Prime." Still, another benefit for members notably continues to drive home how seriously Amazon is taking Prime as a tool for attracting and retaining customers.

Even in Wednesday's announcement of Prime Reading, Amazon was sure to emphasize the "growing list of all-you-can-eat benefits" for Prime members, a nod to management's longer-term strategy to continue offering members additional value.

This isn't the first new Prime benefit, and it won't be the last.

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