Tom Szkutak
Analyst · Bernstein
In terms of your first question, specifically related to North America, one of the – our comments we made last quarter that we disclosed was, we disclosed the growth rate globally, as well as the growth rate in the US. And the growth rate in US after 10 years is up 50%, it was 50% year-over-year. And so 2014 versus 2013 in terms of Prime membership and that’s after a price increase on Prime from 79 to 99. And so, it gives you a feel for the work that we put into Prime to make that experience great for customers and the value that we are giving them. So again, given that growth. And so, that’s what – that’s certainly one of the things that gives us comfort, but when we look at the individual pieces we like what we see, so in other words, some of the investments we're making, I think as we've talked about in the past, I'll give one example would be video content, both original and license content. We mentioned last call that we spent approximately $1.3 billion on content globally for Prime customers and what we've seen and to date is was certainly still an investment for us, its certainly impacting our operating results, but we like what we see. We see customers who come in through our free trial pipeline if you will for video content. They convert it at a higher rate. We see – we have a great retention of Prime members, but those who scream actually, we retain those at a higher rate and we bring in new customers through our video pipeline. The purchasing pattern that we have for those customers is very similar to those who come in from other pipeline. So in other words, they are buying very good from a physical product standpoint, as well as digital. So they are buying a diverse set of products. So in other words, this video content that we're spending is helping us customers who buy consumable from us, they will buy clothing from us, they will buy shoes from us, they will buy electronics, they will buy media items. So that’s what we're seeing and so again it’s some of these things are very early. We'll have to over time how efficient they are, but each period we go we keep the data that we see we're encouraged. And so that’s just one example. But that’s why we're investing a lot in Prime and we think it’s a great – the Prime platform if you will, and we think it’s a great opportunity and again as I mentioned earlier all these things we're investing in are very intertwined.