Advertisements Here's a way to improve on Prime Channels: don't make customers first subscribe to a $119/yr service (Amazon Prime) in order to add subscriptions for HBO, Showtime, etc. But, of course, for Amazon, removing that prerequisite mostly defeats the purpose of Prime Channels. Meanwhile, Apple TV Channels don't require you to have any prerequisite subscription. Everything that Amazon does is about funneling consumers into Prime subscriptions and locking them into their retail ecosystem as much as possible. If Amazon continues growing as they have been doing, there will eventually be a reckoning. It won't just be politicians like Warren calling for their break-up. It'll become a mainstream opinion.