Amazon Prime [ Background music ] NARRATOR: The Amazon universe keeps on expanding. The new Kindles still download books. FILM: Alright, let's rehearse, huh? NARRATOR: They also play Amazon's new TV and film productions. DIRECTOR: Action! NARRATOR:There's a new set top box to watch them on TV. AMAZON REPRESENTATIVE: We've packed in loads of entertainment. NARRATOR: And now in some American cities, there are Amazon grocery deliveries from vans advertising Amazon productions. The Carelli family in Seattle live the complete Amazon lifestyle. AMAZON DELIVERY MAN: Alright, thank you. MALIENA CARELLI: My parents always use it for groceries and stuff and sometimes if we're out of snacks for school, we ask, "Mom, did you order Amazon?" And she's always, "Yep it's on its way." NARRATOR: They're fed, entertained and provided with literature, toys and almost anything they might want to buy, all by one company. AMANDA CARELLI: Mom, who's this for? JOHN CARELLI: Everybody. With our hectic schedules and the kids with different activities, we always need things right away, you know, kind of on-demand shopping. It's just been a really good service for us. NARRATOR: The Carelli's are living proof of the flywheel effect. Every Amazon service they use increases their use of the others. MAYUME CARELLI: I have to say that Amazon Fresh, because I liked it so much, it made me want to use Amazon.com even more. NARRATOR: And the family's media consumption centers on their membership of Amazon Prime. MAYUME CARELLI: So you can watch movies if you're a Prime member, stream it to your devices and also if you have a Kindle, you can borrow books if you have a Prime membership, you don't have to pay. INTERVIEWER: Do you have Kindles? MAYUME CARELLI: We do, we have 4. AMANDA CARELLI: Well there's different types of Kindles like a basic Kindle, Kindle Fire, which is basically like a mini iPad. NARRATOR: For the Amazon generation, visiting shops is just a waste of time. MALIENA CARELLI: It's a pain in the neck. You just go into your grocery store and you have to look for everything. Amazon, you just search it up with the press of a button. It's easier.