and so, what we did with prime can get freek, you shipping without joining prime but if you want fastfree shipping, our best service, then you need to join prime. charlie: it is $99 a year. jeff: $99 a year. and then we added services like prime video. that has been a new successful benefit for prime. 10,000-20 thousand shows and they were all licensed and reruns like "gilligan's island." and it was a kind of "by the way offering." here is a new benefit as a prime member. it is not the most important tv shows in the world but but it is also not costing you anything extra. and so a group. and now, we are doing emmy award-winning and global gold -- award-winning shows. you get access to that with no additional charge. charlie: getting into the greater part of the entertainment business, what was the motivation for that? jeff: we always start with the customer centric point of view. how can we -- if we are going to make a original content which amazon studios is doing, how can it be better or different from so much content that is out there that you can license already and not have to ma