Amazon Prime is a subscription service offering members a range of benefits for a recurring fee. These benefits include expedited shipping options such as same-day, one-day, or two-day delivery on eligible purchases. Subscribers also gain access to streaming services like Prime Video and Amazon Music, as well as e-books and gaming content. Healthcare benefits are also available through One Medical. With over 200 million subscribers globally as of April 2021, Amazon Prime provides value to its users by combining convenience, entertainment, and healthcare services into a single package.
In 2005, Amazon announced Amazon Prime, offering free two-day shipping for an annual fee of $79.
On September 7, 2006, the service now known as Amazon Video, debuted as Amazon Unbox in the United States.
Prime Music, the ad-free music streaming service included in Amazon Prime, started in 2007.
On September 4, 2008, Amazon Unbox was renamed Amazon Video on Demand.
In 2008, Amazon Prime was launched in France under the name "Amazon Premium."
On February 22, 2011, the service rebranded as Amazon Instant Video.
In November 2011, Amazon Prime members gained access to the Kindle Owners' Lending Library, allowing them to borrow one Kindle e-book per month.
In 2011 Amazon bought UK based streaming and by mail DVD rental service named Lovefilm. The combined services were relaunched as Prime Video.
On December 1, 2013, 60 Minutes reported on Amazon Prime Air, a future delivery service concept in development, using drones to deliver small packages (under five pounds) within 30 minutes from local Amazon Fulfillment Centers.
In 2013, Amazon Prime was launched in Canada, making it available in another North American country.
In March 2014, Amazon increased the annual US membership fee for Amazon Prime from $79 to $99 and introduced Prime Music, an unlimited, ad-free music streaming service.
In July 2014, Amazon was revealed to be developing its 8th and 9th drone prototypes, some capable of flying 50 miles per hour and carrying 5-pound packages. The company had also applied to the FAA to test them.
As of August 2014, the Unbox program, which allowed downloading purchased instant videos, was no longer available.
In November 2014, Amazon added Prime Photos, providing unlimited storage for photos in Amazon Drive to Prime members.
In December 2014, Amazon launched a one-hour delivery service for Prime members in parts of Manhattan and New York City for a fee of $7.99, or two-hour delivery for free, offering 25,000 daily essential products.
In 2014, Amazon defended criticism of the first Prime Day event, stating that order volume on the website had "surpassed" Black Friday sales that year.
In February 2015, the one-hour delivery service was extended to include all of Manhattan.
In May 2015, Amazon began offering free same-day delivery to Prime members in 14 United States metropolitan areas.
On July 15, 2015, Amazon held its first Prime Day to commemorate the website's 20th anniversary, featuring sales and promotions exclusive to Amazon Prime subscribers and Amazon promoted it as "more deals than Black Friday".
In December 2015, Amazon announced it had "tens of millions" of Prime members and added 3 million new members in the third week of December. Amazon also launched the Streaming Partners Program, offering Prime subscribers additional streaming video services like Showtime and Starz.
In 2015, Amazon Key In-Car was introduced, allowing owners of 2015+ model vehicles with OnStar or Volvo on Call to have packages delivered to their vehicle's trunk within a four-hour window, requiring the vehicle to be in a publicly accessible area.
In January 2016, reports indicated that Amazon Prime had reached 54 million members and nearly half of all U.S. households were members.
In March 2016, Amazon Prime was launched in Mexico, increasing its availability in North America.
In April 2016, Amazon expanded its same-day delivery service to include several new metro areas, bringing total coverage to 27 metro areas.
On July 13, 2016, Amazon Prime reported that customers placed 60 percent more orders worldwide on "Prime Day" compared to the previous year.
In July 2016, Amazon Prime was launched in India, expanding its global presence.
In September 2016, Amazon launched a restaurant delivery service for Prime members in London, England, offering free delivery on orders over £15.
In September 2016, Amazon subsidiary Twitch announced features for Amazon Prime subscribers, known as Twitch Prime, including monthly offers of video games and the ability to subscribe to a user's channel for free once a month.
Beginning in October 2016, Prime members in the U.S. gained access to a rotating set of Kindle e-books through Prime Reading, along with magazines and travel guides.
In December 2016, Amazon began offering a monthly Prime membership option for $10.99 per month and launched Wickedly Prime, an own-brand line of food and beverages available to Prime members.
By mid-2016, Amazon's one-hour delivery service had expanded in the United States to include parts of several cities. Outside of the U.S., the service expanded to parts of the United Kingdom, Italy, Germany, France, Spain, Japan, and Singapore. Additionally, Amazon launched Amazon Flex to support the on-demand needs of Prime Now.
In 2016, The Grand Tour for Amazon Prime Video, starring Jeremy Clarkson, Richard Hammond, and James May, was released after they signed with Amazon Prime in July 2015.
In June 2017, Amazon announced Prime Wardrobe, a service that allows customers to try on clothes before they pay.
In October 2017, Amazon.com introduced an in-home delivery option for Prime members, utilizing Amazon Flex contractors who would gain access with a one-time code.
In February 2018, Amazon increased the monthly fee for Prime membership to $12.99.
In April 2018, the Amazon Key service became available for customers in 37 United States metro areas, requiring a Kwikset or Yale smart lock and a special version of Amazon's Cloud Cam security camera.
In May 2018, Amazon increased the annual US Prime membership fee from $99 to $119.
In June 2018, Amazon Prime was launched in Australia, offering services like 2-business-day delivery and Amazon Video.
In 2018, Prime Day became tied to protests and employee strikes due to Criticism of Amazon. Supporters urged boycotts of Amazon during Prime Day as solidarity.
In 2018, the Prime Day edition was preceded by a concert event headlined by Ariana Grande, and streamed on Amazon Video and Twitch.
In June 2019, Amazon expanded its one-day delivery service, stating that Prime Free One Day was available to U.S. members on more than 10 million products with no minimum purchase.
In 2019, at CES, Amazon announced a partnership with the Chamberlain Group, enabling customers to have packages delivered inside their garages using myQ-enabled openers as part of the Key service.
In 2019, on July 10th ahead of Prime Day starting on July 15, Amazon held a concert exclusively for Prime subscribers, featuring Taylor Swift, Dua Lipa, Becky G, and SZA.
On March 3, 2020, Amazon announced it installed "mini-fulfillment centers" in select U.S. cities to reduce same-day delivery times.
In August 2020, Amazon received FAA approval in the US for drone testing, though the project was not yet in flight.
In September 2020, Amazon Prime became available in Turkey.
In October 2020, building on the delayed Prime Day, Amazon launched a second annual Prime-exclusive sales event, which was later renamed Prime Big Deal Days.
By the end of 2020, Amazon Prime Pantry, which offered packaged everyday grocery items for a flat delivery fee, had been discontinued in all locations.
In 2020, Amazon rebranded its Twitch Prime to Amazon Prime Gaming, offering Amazon Prime subscribers Prime Gaming at no extra cost. Accessing Prime Gaming no longer required a Twitch account.
As of January 2021, Amazon's drone delivery project was not yet in flight, despite receiving FAA approval in the US in August 2020.
In January 2021, the Kindle Owners Lending Library, which was distinct from Prime Reading and Kindle Unlimited, was discontinued.
In April 2021, Amazon reported that Amazon Prime had reached 200 million subscribers worldwide, marking a significant milestone for the subscription service.
In May 2021, Prime Day was postponed indefinitely in Canada due to COVID-19.
In September 2021, Amazon Prime expanded to Sweden, further establishing its presence in Europe.
As of October 2021, Amazon Prime was available in 22 countries across North America, Europe, and Asia-Pacific.
As of October 2021, Prime memberships are available in 27 countries including Austria, Australia, Belgium, Brazil, Canada, China, France, Germany, India, Ireland, Italy, Japan, Luxembourg, Mexico, Malaysia, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, the Philippines, Thailand, Turkey, the UK, and the US.
In February 2022, Amazon announced its first increase in almost four years for the annual US Prime membership fee from $119 to $139, due to higher labor and shipping costs.
In April 2022, Amazon launched "Buy with Prime", a service that allows Prime members to purchase goods from partnered merchants and utilize Amazon's logistics, return, and exchange services.
On June 13, 2022, Amazon announced that they will be delivering products using Prime Air drones to customers in Lockeford, California, pending permission from the FAA and Lockeford officials, with no exact launch date other than "later this year".
In July 2022, Amazon Prime was launched in Egypt, expanding its reach to Africa.
In November 2022, the Amazon Prime Music catalog was significantly expanded, and the service's style was changed to be more like Pandora or radio broadcasting. Users can skip a limited number of songs per hour.
In 2022, Amazon launched a second annual Prime-exclusive sales event in October, initially called the Prime Early Access Sale.
In January 2023, Amazon announced the launch of RXPass, a prescription drug delivery service for US Amazon Prime members for a $5 monthly fee.
In June 2023, the Federal Trade Commission (FTC) sued Amazon for allegedly enrolling consumers into its Prime program without their consent and making cancellation difficult.
As of November 2023, Amazon Prime subscription fees can be paid with Amazon gift card balance in Japan, Italy, Spain, Mexico, Canada, France, the United Kingdom, the United States, Netherlands, Saudi Arabia, and Germany, while still requiring a debit or credit card as a backup payment method.
In 2023, Prime Day was held from July 11–12, and Prime Big Deal Days was held from October 10–11.
In 2023, the fall Prime-exclusive sales event initially called the Prime Early Access Sale was renamed Prime Big Deal Days.
In April 2024, Amazon announced the launched of a new delivery service for groceries for Prime customers and those receiving government assistance for food.
In 2024, Prime Day was held from July 16–17 and was available in several countries including Australia, Austria, Belgium, Brazil, Canada, Egypt, France, Germany, Italy, Japan, Luxembourg, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Turkey, the United Arab Emirates, the U.S., and the UK.
In 2024, the equivalent value of the initial Amazon Prime fee of $79 in 2005 would be $127, taking inflation into account.
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