In 2016, Jeff Bezos said of Amazon’s streaming video offerings, “When we win a Golden Globe, it helps us sell more shoes.” This was his way of explaining how the enormous amount of money and resources Amazon was pouring into its original prestige programming could lure customers into the warm embrace of its retail business. But until now, we had to take Bezos’s assertion on faith. I mean, he is the richest man in the world, after all. He must know something. Well, thanks to a scoop by Reuters, we now have a more concrete idea of what Prime Video really means for Amazon’s bottom line: 5 million new customers.