The pre-release rumors had a year of Prime included in the purchase price. Either that was wrong from the start or Amazon ran the numbers and found it didn't work. In any case, I suspect that the vast majority of Fire buyers will stick with the $79 annual fee for Prime once the month is over. If you order a lot from Amazon's vast inventory, Prime was at least a break even deal for nothing other than free shipping on many items. With the inclusion of streaming content at less than Netflix, it's an attractive deal. (Depending, of course, on the content available.)