This post is in partnership with Time. The article below was originally published at Time.com
By Dan Kedmey, TIME
Amazon is offering free unlimited photo storage to Amazon Prime members, the company announced Tuesday, sweetening the deal for a subscription service that already includes free shipping and streaming movies and music for $99 a year.
The new service, called Prime Photos, offers unlimited storage space for images on Amazon’s Cloud Drive, a perk that was previously made available to anyone who bought Amazon’s Fire Phone.
By extending the perk to Amazon Prime’s membership, the e-commerce giant stands to widen the exposure of its cloud-based storage service to tens of millions of customers (Amazon has always been cagey about the exact size of its Prime membership). The move comes as rival cloud services, such as Google Drive, slash prices and lure first-time customers into using the service with limited offers of free storage.