We wrote last week about research suggesting Amazon Prime Music is the much-bigger-than-many-expect dark horse of the music-streaming market, with a mainstream heft setting it apart from more high-profile rivals.

So it’s worth watching the company’s latest moves to secure exclusive music in niches that its research suggest will be popular with its audience.

First, there’s rock band Train’s first Christmas album, which will be exclusively streamable on Prime Music from the distinctly-unseasonal date of 13 November. Covers of Slade, John Lennon and other festive tracks will be accompanied by original compositions.

Meanwhile, Lisa Loeb has made her new album of children’s music, ‘Nursery Rhyme Parade!’, also exclusive to Prime Music on a streaming basis. It’s 30 covers of nursery rhymes for families to sing along to.

And as we said, both of these albums fall into niche territory, but Amazon’s raison d’etre will be getting them in front of the right customers – and bolstering the appeal of its Prime membership scheme.

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