Just as soon as they can work out how to do it without losing money.
Amazon Prime is a subscription product that gives customers free two day shipping on everything they buy from Amazon. The current fee is $79/year.
These are Amazon’s very best customers – the ones who tend to make multiple purchases per month. And they are also likely to buy multiple books per month on their Kindle devices. If those users buy enough books, and Amazon gets the production costs of the Kindle down enough, Amazon can get Kindles into “millions” of people’s hands without losing their shirt. At least when the goal is to break even or better over the course of a couple of years, the expected lifetime of a Kindle.
