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I'm the type of customer Amazon Prime was aimed at. I buy frequently enough that over a year, I clearly get back my $79 price and will at $99 too. HOWEVER, now that I have Prime, I shop MORE because shipping price is no longer a factor. I don't have to worry about something adding up to $25. I need a bottle of Excedrin? I go buy it from Amazon (after price checking with my local Walgreens generic brand).
The movies/tv shows are just a "plus". I like and pay for Netflix.
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