A customer buys into the Amazon Prime bundle.

You can get standalone Amazon Prime Video membership — buuut it's about the same price as complete Amazon Prime membership! So you might as well get the complete membership and get all the perks you might want in the future.

And bam, you're now in the Amazon Prime universe. One day you'll be comparison shopping for a specific pair of shoes you like online, and you'll see that Amazon has the lowest (or one of the lowest) prices plus free one- or two-day shipping, and hey, you've got that Prime membership from back when you wanted to watch Amazon Prime Video. Deal sealed.

It lowers the barriers for every Amazon Prime-connected entry point.

Sure, just surprised that people are finding Amazon through Prime Video and not the other way around.

I think it is usually the other way around: people are finding Prime Video through Amazon. I suspect many would subscribe to Prime for deliveries even if Prime Video didn’t exist, and few would subscribe to Prime for Prime Video alone.

It’s more like Prime Video helps retain you once you’re in Prime. And if you stay in, you order more. The goal of Prime Video is to decrease churn.