>> it's the home of amazon prime video, exactly. >> the worldwide vice president of prime video, amazon's video streaming service. ♪ i'm just a man who came up with that idea? to create the video? >> jeff said, what if we licensed a bunch of content and made it available at no additional charge to prime members? and everyone sort of looked at each other and looked at him and thought, okay, that's an interesting idea. people may come for the shopping but stay for the entertainment. >> is the goal to win oscars or sell more paper towels? >> delight customers. >> people who engage with prime video convert from free trials to paid membership at a higher rate, renew their memberships at a higher rate and shop more. >> did you know it was going to work? >> of course, not. ♪