Amazon's coverage of the Kansas City Chiefs' win over the Los Angeles Chargers last week appears to have been successful for the company.

Amazon logged more new Prime subscribers during a three-hour period than it had on any other entire day including Cyber Monday, Black Friday and Prime Day. 

Prime costs $139 per year and is the only way to watch Thursday Night Football at home.

Amazon was targeting 12.5 million viewers per game compared to 13.2 million viewers last season on Fox.

“While we’re still waiting for official Nielsen ratings, our measurement shows that the audience numbers exceeded all of our expectations for viewership,” Amazon VP Jay Marine said.