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The Seattle Times reports that Amazon has put up a couple of job postings in Seattle for concierge-like “home assistants," who the company says would be "“experts in helping Amazon customers keep up their home.” Duties would include “tidying up around the home, laundry, and helping put groceries and essentials like toilet paper and paper towels away.”

The posting appears to be part of an experiment that would make such services available only to Prime members ... and thus part of Amazon's ongoing quest to develop an ecosystem in which Prime membership becomes a central driver of consumer behavior and Amazon is the first, best choice for pretty much everything.

The Times puts it this way:

"The apparent venture serves to underscore how creative Amazon is becoming when it comes to reasons to join the Prime membership program. Members pay $99 a year for guaranteed shipping, and also receive that range from a Netflix-like streaming video service to photo storage and even free books.

"Membership also includes discounts to Amazon Music Unlimited, a Spotify-like music-streaming service, in addition to a more limited music library at no extra cost.

"In exchange, Amazon receives cash flow that helps cover the cost of the perks. Most important, it gains loyal shoppers. Members spend twice as much as nonmembers do," the story says, adding that "the success of the program has been such that it has become one of Amazon’s main 'pillars,' multibillion-dollar revenue generators. Nearly half of U.S. households belong to the program, according to analysts."
KC's View:
Let me be clear. I'd totally try this if it became available in my market ... because, what the hell. Why not?

I do have to wonder if there is a point at which Amazon goes a bridge too far. On the other hand, I'm not sure Amazon worries about that ... they're willing to lose the occasional battle (like the Fire Phone) if they learn from the experience and are able to win the larger war. Which is a lesson in and of itself.