[TetOn]

Exactly. And, if you don't already have the Cloud Player application on your computer, you're shown nothing and told to sign up online. No link, no further explanation.

Okay, except you can't actually sign up online. Searching through Amazon and Google, you may eventually discover you need to download another application, which of course requires you to enter separate credit card information from that Amazon already has on file for your Prime membership, download a downloader, then use that to download the music application, which may finally allow you to sign up to use the service for which you are supposed to be already paying for (e.g. Prime).

I'd say that fairly well qualifies as the worst possible "new" user experience. I mean that quite literally; it appears to have been optimized at each and every step to be as bad as is possible given current limitations. Well played, Amazon; I expect total music dominance within the quarter.