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Prime really is a good deal. We homeschool our kids and my wife typically has at least one order of books per week coming from Amazon (our kids are voracious readers). Prime has saved us a ton of money on books alone, not to mention on other items such as electronics, etc. I'm not sure I see them rolling this out to all prime members, but maybe ones that hit a certain threshold or maintain a certain threshold of buying, but it's certainly a good tactic to reward their most frequent buyers and lock them in to their model.
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