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Amazon is using the Nintendo Switch as the latest piece of bait for Prime memberships

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Hope you signed up

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Amazon had some Nintendo Switches for sale this afternoon, which was great if you’d been pining for one, but not so great if you didn’t have a Prime subscription. You see, the company was only selling the $300 console to people with Prime.

As you can see in the above image, Amazon had the console back in stock but only let Prime members add it to their cart. Bummer. (Insert Amazon sales pitch here about how a Prime membership costs only $100 per year for unlimited two-day shipping and exclusives.)

Now, it’s worth noting that gating the console off from the majority of people didn’t actually keep it in stock any longer than normal — it’s already sold out. But we can assume that Amazon will likely try this tactic again in an effort to get people to subscribe to Prime if they don’t already.

This isn’t a new play, either. Last year, the company started marking certain in-demand items, like the Blu-Ray edition of Birdman and video game titles like GTA 5, Far Cry Primal, Assassin’s Creed Syndicate, and Battlefield Hardline, as Prime exclusives. But with the Switch, which already has a shortage of available consoles, maybe Amazon can grab a even more new members in its quest to get everyone to pay for that exclusive access.


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