Amazon launched its Fire Phone earlier this week, shortly after unveiling its Prime Music streaming service. Now CEO Jeff Bezos has given a rare interview to the New York Times, with one section of it hinting at why Amazon isn’t fretting about Prime Music having a small catalogue compared to the likes of Spotify and Deezer. “When we started Prime Instant Video, we started with 5,000 videos. People loved it. They didn’t say, ‘It’s terrible, it’s just 5,000 videos.’ They said, ‘I bought this for fast, unlimited shipping, and I just got this really cool thing at no additional charge.’ And now it’s 40,000 videos, including much-sought-after exclusives,” he says. “We can track people who are joining Prime for the first time, and we know if they’re coming from a page about free shipping or a page about Prime Instant Video. With every passing year, that is shifting toward Prime Instant Videos.” Will Prime Music follow the same path? Never underestimate Amazon’s belief in playing the long game – although the labels and publishers licensing its music service are well aware of that.

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