And as far as American consumers go, Amazon's heft has not hurt the brand, which remains one of the most trusted. The NPR/Marist survey found a staggering 67 percent of American online shoppers say they have "quite a lot" or "a great deal" of trust in Amazon to protect their privacy and personal information, even though the majority of them had little to no such confidence in online retailers in general.
"I get asked about this water bottle all of the time. I use it at the office, at the gym, and at home. It helps keep me honest about how much water I'm drinking and it's helped me stay more hydrated because of the time marker. I also love the spout, the attached wrist strap, the closure on the bottle (this thing will not leak) and the opacity of the bottle. One of the best purchases I've made in a while." — Melanie Winer
On July 15, 2015, to commemorate its 20th birthday, Amazon celebrated "Amazon Prime Day", which Amazon announced would feature deals for prime members that rivaled those on Black Friday. Also that month Amazon Prime announced that it would be signing Jeremy Clarkson, Richard Hammond, and James May, formerly of BBC's Top Gear, to begin working on The Grand Tour, due to be released in 2016. On July 13, 2016, Amazon Prime said customers placed 60 percent more orders worldwide on "Prime Day".
Beginning in October 2016, Prime members in the U.S. receive access to a rotating set of Kindle e-books through Prime Reading. Some magazines and travel guides are also available through the service. Prime Reading is unrelated to the Kindle Owners Lending Library, Kindle Unlimited, and Kindle First, all of which continue to be available.
Amazon product lines include several media (books, DVDs, music CDs, videotapes, and software), apparel, baby products, consumer electronics, beauty products, gourmet food, groceries, health and personal-care items, industrial & scientific supplies, kitchen items, jewelry and watches, lawn and garden items, musical instruments, sporting goods, tools, automotive items and toys & games.