Morningstar analyst R.J. Hottovy, believes that Amazon.com (NASDAQ:AMZN) could have up to 10 million Prime customers. The Prime subscription service has a $79 annual fee and offers streaming video service for popular TV shows and movies and shipping benefits. Hottovy believes that Prime could possibly be contributing up to one third of Amazon’s overall operating income. This information was taken from a survey of Amazon shoppers that was conducted by market research firm Consumer Intelligence Research Partners during November 2012. Reportedly, Prime received an increase in subscribers when Amazon began a 30-day trial membership along with its Kindle Fire tablet in the fall of 2011.

These institutional firms indicated owning shares of Amazon in Q4 2012. They reported owning a total of 320.139 million shares on 12/31/2012. The shares closed at $250.87 on 12/31/2012.

Here are the ten largest positions in Amazon at the end of December 31, 2012.

Capital World Investors held 27,960,150 shares on 12/31/2012 worth $7,014,362,694. This brought the portfolio total to 2.6 percent.

T. Rowe Price Associates Inc /MD/ held 20,211,207 shares on 12/31/2012 worth $5,070,385,401. This brought the portfolio total to 1.49 percent.

Vanguard Group Inc held 15,967,446 shares on 12/31/2012 worth $4,005,753,100. This brought the portfolio total to 0.5 percent.

FMR LLC held 15,277,270 shares on 12/31/2012 worth $3,832,608,650. This brought the portfolio total to 0.69 percent.

Capital Research Global Investors held 14,941,250 shares on 12/31/2012 worth $3,748,311,315. This brought the portfolio total to 1.79 percent.

State Street Corp held 13,830,096 shares on 12/31/2012 worth $3,469,556,116. This brought the portfolio total to 0.5 percent.

Baillie Gifford & Co held 11,864,837 shares on 12/31/2012 worth $2,976,531,600. This brought the portfolio total to 9.87 percent.

Blackrock Institutional Trust Company N.A. held 9,460,536 shares on 12/31/2012 worth $2,373,364,620. This brought the portfolio total to 0.55 percent.

Sands Capital Management LLC held 7,730,515 shares on 12/31/2012 worth $1,939,354,260. This brought the portfolio total to 7.77 percent.

JPMorgan Chase & Co held 6,383,188 shares on 12/31/2012 worth $1,601,350,342. This brought the portfolio total to 0.56 percent.

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