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Prime subscribers, Amazon now gives you unlimited photo backup

Streaming music and video, complimentary eBooks, and free two-day shipping: given the panoply of benefits an Amazon Prime membership entails, few would argue that the $99-a-year service is comparative steal. But for those who remain unimpressed with its current offerings, perhaps the newly unveiled Prime Photos will work to alter their persuasion.

Prime Photos, an extension of Amazon’s Cloud Drive service, is an image backup system much like what’s built into Microsoft’s OneDrive app. Enabled via a toggle, Prime Photos automatically uploads pictures captured by the smartphone or tablet on which it’s enabled to Amazon servers. Backed-up images and albums can be viewed through a web portal or on devices with access to Cloud Storage, like the Amazon Fire TV, PlayStation 4, and select smart televisions.

Related: Amazon Cloud Drive gets unlimited music storage, iPad support

If that all sounds familiar, it is. Companies like Apple have been offering similar services for years. Amazon says what differentiates Prime Photos from the competition, though, is its unlimited storage. Every photo is uploaded in its entirety and stored in full resolution; uploads aren’t compressed.

Prime Photos is the latest in a string of new and expanded perks to grace Prime. Amazon expanded same-day delivery to a half-dozen new cities in August, and recently brought Amazon Fresh, its grocery service, to New York. Earlier today, the company announced a partnership with AllSaints, which will see two-day shipping benefits extended to the British fashion retailer’s merchandise.

Related: Amazon takes on the grocery store with Prime Pantry

The additions are part of a larger move by Amazon to attract more customers to Prime. The subscription has long been a revenue driver for the company – according to some studies, members spend as much as double the amount non-members do in a year – but Amazon is under particular pressure to make for lost revenue in its Fire Phone.

Time will tell whether the new benefits are sufficient enough to positively impact the company’s bottom line.

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