Like Netflix, Amazon doesn't release viewing figures for its shows. But now we have an idea of how successful the service is, thanks to some leaked documents.
Prime Instant Video has about 26 million customers in the US alone. That accounts for viewers of all programmes on Amazon, including its original content as well as films and shows it licences from other companies.
The service's top shows drew over 5 million viewers worldwide.
Amazon's original shows account for about a quarter of its total sign-ups to its Prime service. As well as the Prime Instant Video streaming service, Prime includes Amazon Music Unlimited and free one-day delivery on thousands of items bought from Amazon.
The leaked documents compare 19 shows exclusive to Amazon – their cost, viewership and number of people they helped attract to Prime are all contrasted side-by-side.
Amazon has long used its entertainment offering to help drive retail sales from its website. As CEO Jeff Bezos put it: "When we win a Golden Globe, it helps us sell more shoes."