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You're missing out if you are a regular Amazon customer and don't have Prime. It's really about the shipping and you can save a lot on shipping, get faster shipping and one in a while great deals exclusive to prime customers. The peripheral stuff like prime reading is pretty weak with a small-ish collection that isn't updated often and of dubious value unless it somehow is a really good match to your particular needs.
Of course Amazon hopes that you pay for prime but don't use it much - the old gym membership model. And if you don't use it much then it will be wasting your money. nosce te ipsum.
Kindle unlimited is valuable to some audiences. If you a lot of your content is "mainstream" i.e. not really esoteric and you don't have a better source for books. Amazon claims hundreds of thousands or million(s) of books available, depending on how out of date the page you are reading their claims on. If you can work with the limitations, it could save you a lot of money over what you might otherwise purchase. As already noted, it's a lending library, you can read ten books at once but have to return items before you can look at another ten.
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