I find it hard to believe as well, although of course if you subscribe to prime for movies and TV you're probably more likely to use it for free deliveries as well.
But if the plan is to make Prime more popular there seem to be many, many simpler and probably cheaper ways to do that. It's as if McDonalds started a movie studio in order to sell Movie + Big Mac bundles.
For years McDonalds and other fast foods in America bundled toys with Happy Meals. Building cheap little toys is way less expensive than big budget media.
But if the plan is to make Prime more popular there seem to be many, many simpler and probably cheaper ways to do that. It's as if McDonalds started a movie studio in order to sell Movie + Big Mac bundles.