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October 24, 2013 AT 7:38 PM
Amazon's Prime service garnered "millions" of new members in the latest quarter, and a top executive at the company said the Prime Instant Video helped usher in their specific demographic. referring to Prime Instant Video, Chief Financial Officer Thomas J. Szkutak said "We think it's certainly helping the Prime numbers, the Prime membership increases that you're seeing," External estimates from earlier in the year put Prime membership above 10 million members a year and a half after they had been speculated to be between 3 million and 5 million .