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Amazon ensnared 10m new Prime customers this holiday

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Kindle Fire HDX 8.9

Amazon has announced it brought in 10 million new Amazon Prime customers over the festive period.

The firm is traditionally cagey about its subscriber numbers, but has come out swinging on Boxing Day.

It claims the opportunity to grab free two-day shipping on their festive shopping encouraged users to sign up for a free trial.

Amazon is also touting the 700,000 books available from the Kindle Lending Library, the tens of thousands of TV shows and movies available on Prime Instant Video and the one million songs through the recently-introduced music streaming service.

The company will hope those trial subscriptions turn into memberships, with Amazon struggling to turn a profit despite its vast sales empire.

As well as touting the new subscribers, Amazon also received a host of facts about users festive shopping habits.

It says 60 per cent of customers ordered using a smartphone or tablet, with mobile device ordering more common as Christmas approached.

Read more: Amazon Kindle Fire tips and tricks

Interestingly, Amazon the total length of Disney’s Frozen duct tape purchased by Amazon would stretch to the top of the Disneyland’s Matterhorn bobsled ride 729 times… If you’re into that sort of thing.

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