Yeah, I'm guessing that's a non-starter for people that don't already have Prime. They'd get a small percentage to hop on but convincing most people to get Prime and pay a premium on top of it is going to be a hard sell. I'd think Amazon knows this though.
Bally Sports Plus already exists (I'm a subscriber) and you don't need Prime for that obviously. My guess is that stays around and individuals that already have Prime or have been on the fence might have an option to subscribe through Amazon instead of Bally Sports.
I'd be curious if Amazon might provide some type of upgraded broadcast or customer experience. Bally Sports has certainly had a bumpy road with reliability. Most people are pretty fed up with them. I know that I get kicked out of the app and have to go through the log in process on a too often basis.