(Bloomberg)—Amazon.com Inc.’s Prime subscribers will be able to access movies, television shows and music through online streaming in a new venue: aboard JetBlue Airways Corp. jets.

The accord gives the world’s largest online retailer, also ranked No. 1 in the Internet Retailer 2015 Top 500 Guide, access to a captive audience of potential customers for its Prime service for entertainment and discounts on deliveries. JetBlue, meanwhile, gets another digital offering separate from its signature seat-back display screens.

“We’re all connected to our mobile devices 24 hours a day and can’t live without them,” JetBlue Vice President Jamie Perry said in an interview. Prime members will be able “to continue to use the Internet in the way they are used to doing on the ground, and do so at no charge.”

Passengers who aren’t Prime members can sign up for a 30-day free trial inflight and view movies immediately, or can rent or buy a selection, JetBlue said Tuesday. Transmitted via JetBlue’s Fly-Fi inflight broadband, the service will be available on the airline’s Airbus Group NV A320 and A321 jets starting next quarter, and on its Embraer E190s in 2016.

All JetBlue customers will be able to purchase and download songs, eBooks and games from Amazon online stores. The New York- based airline uses partnerships like those with Amazon to provide free access to its inflight Wi-Fi, an amenity for which competitors levy fees. JetBlue declined to disclose terms of the Amazon agreement or the cost of the program.

Personal devices

“We’re excited that with JetBlue, we will raise the bar in airline entertainment,” Michael Paull, vice president of digital video at Seattle-based Amazon, said in a statement.

Subscribers to Amazon Prime, which costs $99 a year in the U.S., will be able to access the service inflight on their personal electronic devices. JetBlue separately maintains free DirecTV service on its seat-back video screens.

Prime membership grew by more than 50% in 2014 from a base of “tens of millions,” and Prime members spend more than occasional shoppers, according to Amazon. A Macquarie Research analyst, Ben Schachter, has estimated that Amazon has at least 35 million Prime subscribers.

“We are the first airline in the world to build online video streaming into its online product,” JetBlue’s Perry said. “We think we are the only one that can and the only one that will.”

The number of JetBlue passengers using Wi-Fi or Fly-Fi is “relatively low” on short flights and expands to about 45% on longer flights, Perry said.

“On some flights, we’ve seen over 100% uptake,” he said. While every passenger may not be online, routes like New York to San Francisco can see 160 to 170 devices being used on a plane with 150 seats, he said.

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