At Amazon’s (AMZN) annual shareholders’ meeting on Tuesday, the e-commerce giant’s CEO promised to open more brick-and-mortar retail locations in addition to the sole Amazon bookstore in the company’s hometown of Seattle, according to the Wall Street Journal. The company already has a second location planned to open near San Diego and Bezos said on Tuesday that Amazon is “definitely” opening more stores, though he does not yet know how many.

“In these early days it’s all about learning, rather than trying to earn a lot of revenue,” Bezos said, according to the Journal.

Bezos also told shareholders that he wants to bulk up the services offered as part of his company’s $99 Prime membership. While Bezos did not name any specific new services he would like to add to Prime—which already includes free, two-day shipping and access to the company’s library of streaming video content—the Journal reports that the chief executive said his aim is to load up Prime with so many perks that people will feel “irresponsible” if they do not join.

Over the weekend, the Journal reported that Amazon is set to launch new lines of private-label brands—from coffee to baby food and household items—that will be available exclusively to Prime members. Amazon also recently moved more movies and video games behind its Prime membership paywall and the company has also expanded its Prime Now restaurant delivery service beyond San Francisco, making it available in Manhattan and, soon, in Dallas.

Meanwhile, Amazon could soon see more competition online from rival Walmart (WMT) after the world’s largest retailer recently began testing its own two-day free shipping membership service to compete with Prime.