NEW YORK (TheStreet) -- (AMZN) - Get Report needs a plan to survive "peak prime," or having a market in the U.S. that is oversaturated with Prime members, Bloomberg Gadfly columnist Shelly Banjo said on BloombergTV's "Bloomberg Markets: America" on Friday afternoon. 

Out of 200 million eligible people in the U.S. who can sign up for the $99 per-year membership service, about 30% to 46% have done so thus far depending on how you look at it, she noted. "Is there a limit?" she asked. 

Eventually will need to switch its focus from trying to sign up more members to trying to get more money out of its current memebrs, Banjo predicted. It will need to add more services, such as more video content or offer more products for Prime members to buy. is also increasingly pushing its Prime services into the international markets, such as in Inida, China, London and the rest of the U.K.

Recently, CEO Jeff Bezos said that his company was "customer obssesed" rather than "competitor obsessed," which means that he's going to try to figure out how to get customers to go to his website for everything from Q-tips to bananas, she said. 

However, this also means Bezos is willing to sacrifice a miss on earnings in pursuit of a longer term goal and investors don't know how to react, Banjo noted. Investors know that can make a profit, but they also know that Bezos has warned that it won't make a profit every quarter. 

Shares of were lower in late-afternoon trading on Friday.

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TheStreet Ratings team rates as a Buy with a ratings score of B-. COM INC (AMZN) a BUY. This is driven by multiple strengths, which the team believes should have a greater impact than any weaknesses, and should give investors a better performance opportunity than most stocks the team covers.

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