Amazon's unruly third-party marketplace now sells more stuff than Amazon itself

Alberto E. Rodriguez  Getty Images

We no longer must infer anything, with Amazon CEO Jeff Bezos clearly stating in the annual shareholder letter Amazon sends out that the company has 100 million paid Prime members.

Bezos says that 2017 was Prime's best year yet with more new members joining than ever before. Previous estimates by outside analysts pegged the number at 90 million in 2017. "Focusing on Prime membership is an excellent strategy for Amazon".

In a statement, Amazon said all its marketplace sellers "must follow our selling guidelines and those who don't will be subject to action including potential removal of their account".

Bezos also bragged about Amazon's recent marketing campaigns, including its Prime Day event in July. Amazon has always done this with numbers for its Prime service.

Members who subscribe to Amazon Prime receive the main perk of getting free two-day shipping on eligible purchases. "To achieve high standards yourself or as part of a team, you need to form and proactively communicate realistic beliefs about how hard something is going to be - something this coach understood well", Bezos writes.

Prime Now, the two-hour delivery service for groceries, was also expanded to 50 cities worldwide across nine countries.

Bezos noted the milestone in his annual shareholder letter, published Wednesday.

Amazon also expanded its slate of programming across the globe, with new seasons of "Bosch" and "Sneaky Pete" from the U.S., "The Grand Tour" from the United Kingdom - hosted by the former team from BBC's "Top Gear" - and "You Are Wanted" from Germany.

Amazon CEO Jeff Bezos arrives for the premiere of "The Post" on December 14, 2017, in Washington, DC. It also accounts for the most positive index points in an otherwise lackluster day for the S&P 500, which fell 15.51 points to close at 2,693.13.

Bezos believes that high standards are teachable and once it is embedded in an organization, it becomes contagious and spreads among members. An American entertainment company, Netflix reached 125 million subscribers worldwide, charge around $120 for its video-streaming service. Amazon's letter likewise boosted the company's share price, which has taken a hit in the past month over reports that President Donald Trump wants to "go after" it with taxes and antitrust regulations and his tweets about its relationship with the U.S. Postal Service.

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