And that is the Amazon model in a nutshell right there - they will spend over $6 Billion dollars in 2018 to win you over to their Prime subscription with either free shipping, movies and tv shows, games, audible, dash, twitch, music, or discounts. Once they have you in Prime, the convenience as using Amazon as the source for all your purchases via web, mobile, or voice becomes the norm.
More Americans now have an Amazon Prime subscription than go to church.