https://www.cnbc.com/2018/09/10/amazon-prime-a-tremendous-success-shares-to-pop-15percent-says-citi.html

Amazon Prime subscribers will more than double to 275 million in a decade, estimates Citigroup, which raised its price target on the stock Monday after a deep dive analysis into the subscription service of the internet retailing juggernaut.

Citi analysts concluded that Wall Street does not appreciate the full value of the platform, projecting that the company could see more than $500 billion in Prime-related gross sales per year within a decade.