In a new blog post, Professor Aswath Damodaran (New York University Stern School of Business) applies a process he uses to value a user at Uber to value a member of Amazon Prime. He also extends the analysis to the collective value of the company. He points out that he is a Prime member who is getting far more value from it than the $99 annual fee he pays, which leads to an interesting question. “If many of the 85 million other Prime members in October 2017 are getting the same bargain that we are, is this not an indication that Amazon has not just underpriced Prime, but is perhaps selling it below cost? As someone who has wrestled with valuing Amazon over the last 20 years, I have learned never to underestimate the company.”