Amazon’s Prime Music streaming service launched in the UK six months ago. Today the company marks that milestone with the addition of new features.
Prime Music is part of the Amazon Prime bundle, which sits alongside Amazon’s Prime Instant Video. Prime stations is the new added feature to Prime Music, and is essentially a large collection of ad-free internet radio stations that play through available digital tracks.
According to reports, there are hundreds of prime stations available across a range of genres. Genres include 80s Pop, 90s Indie, Instrumental Jazz and others that are based on individual artists. Such artists include Ariana Grande, The Beatles, Nicki Minaj, and several others. Over time, the digital tracks will adapt to users tastes, as users can rate songs by giving them a thumbs up or thumbs down. This helps to fine tune the algorithm that generates the playlists.
The new features are already proving a hit in the US, and although Amazon has yet to reveal any figures for the number of Prime Music users in the UK, Firth has reportedly told sources that there are “millions” of Prime customers in the UK and that the music service’s month-on-month growth has been expanding “at a faster rate than expected”. Prime Music has also launched in Germany and Japan, alongside UK and US, meaning it is now available in the world’s four largest music markets.
The streaming service is also offered as part of Amazon Prime membership, which costs £79 per annum and also offers video streaming, photo storage and free delivery from amazon.co.uk amongst its other perks. This price point could be a way to sway music consumers from the likes of Spotify, by enticing people who choose not to spend £120 a year for music – the price of a year subscription to Spotify. However, according to several sources, Paul Firth, Amazon UK’s head of music, insists Prime Music is “not in competition with Apple or Spotify” as it does not target hardcore music fans and is based on a different financial model.