With the launch of Fire TV last week, Amazon is certainly hoping that figure will continue to rise now that even more people will have a simple way to browse, rent, and buy movies and TV shows on Amazon. "We’ve invested hundreds of millions of dollars in great TV shows and movies for Prime members and it’s working," Bill Carr, an Amazon video and music executive, says in a statement.

Amazon's also continuing its push into original content, announcing its second slate of original shows last Monday. Though it's seen far less success than Netflix in this area, Amazon's programs have gotten more buzz than those from Hulu. Amazon doesn't say exactly which of these elements is responsible for drawing in so much new traffic, but it appears to be continuing its assault on all fronts — bringing viewers popular shows and movies, original content, and easy ways to watch — to make sure that it's positioned to keep growing.