Amazon launches Prime Reading, offers unlimited reading data to Kindle Prime users

In an innovative move, e-commerce giant Amazon has launched ‘Prime Reading’ and opened its unlimited database on Kindle for Prime users. It means that Prime members can now get access to unlimited reading of best-selling e-Books at no additional cost.

The new offering comes after a myriad of other services such as free, fast delivery, streaming of movies, TV series, music and lots more.

Globally, there are 100 million Amazon Prime subscribers. According to IHS Markit, Amazon's Prime membership is around 10 per cent of market share in India.

The membership plan is now available on a monthly basis at Rs 129.

Pricing is said to be the key factor for driving Prime membership in India. Besides, its Video’s unlimited ad-free, on-demand service comes with an annual subscription of Rs 999.

Prime selection in India includes more than 40 million local products from third-party sellers.

When the e-commerce platform launched its Prime service in July 2016, it included unlimited one-day and two-day delivery with no minimum order size and early access to some deals on Amazon, as well as some Prime members-only deals.

However, other benefits available like Amazon Video and Music were missing from the offerings.

In December last year, the company announced the launch of Amazon Prime Video in India. Since then, the company has been working to focus on the India-specific content.

US e-tailer behemoth Amazon is now the fastest growing marketplace in India and has registered rapid growth in its Amazon Prime subscription service. In April, Jeff Bezos in a letter to shareholders said that India still remains the company’s most important market outside its home turf.

The development was reported by Businessline.