History of Amazon Prime in Timeline

Amazon Prime is a subscription service offering a variety of benefits to its members. Primarily, it provides expedited shipping options, including same-day, one-day, and two-day delivery on eligible purchases. Furthermore, Prime members gain access to a suite of digital entertainment services, such as Prime Video for streaming movies and TV shows, Amazon Music for ad-free music streaming, Prime Reading for e-books, and Prime Gaming. One Medical primary care services are available as an optional perk. With a reported 200 million subscribers worldwide as of April 2021, Amazon Prime has become a significant part of Amazon's business model.

2005: Amazon Prime Announced

In 2005, Amazon announced the launch of Amazon Prime, a membership service offering free two-day shipping within the contiguous United States for an annual fee of $79.

September 7, 2006: Service Debuted as Amazon Unbox

On September 7, 2006, the service debuted as Amazon Unbox in the United States.

2007: Amazon Prime Launched in Germany, Japan, and the United Kingdom

In 2007, Amazon Prime was launched in Germany, Japan, and the United Kingdom, marking its initial expansion outside of the United States.

2007: Prime Music began in 2007

Prime Music began in 2007 as an ad-free music streaming service included with Amazon Prime membership.

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September 4, 2008: Service Renamed Amazon Video on Demand

On September 4, 2008, Amazon Unbox was renamed Amazon Video on Demand.

2008: Amazon Prime Launched in France

In 2008, Amazon Prime was launched in France, continuing its expansion throughout Europe.

February 22, 2011: Service Rebranded as Amazon Instant Video

On February 22, 2011, Amazon Video on Demand rebranded as Amazon Instant Video.

November 2011: Kindle Owners' Lending Library Access

In November 2011, Amazon Prime members gained access to the Kindle Owners' Lending Library, allowing them to borrow one specified popular Kindle e-book per month.

2011: Amazon Bought Lovefilm

In 2011 Amazon bought UK based streaming and by mail DVD rental service named Lovefilm in 2011 and now the combined services were relaunched as Prime Video.

2011: Amazon Prime Launched in Italy

In 2011, Amazon Prime was launched in Italy, broadening its availability within Europe.

December 1, 2013: 60 Minutes Reports on Amazon Prime Air

On December 1, 2013, 60 Minutes reported that Amazon Prime Air was a possible future delivery service in development. The concept involved using drones to deliver small packages (less than five pounds) within 30 minutes over short distances from local Amazon Fulfillment Centers.

2013: Amazon Prime Launched in Canada

In 2013, Amazon Prime was launched in Canada, making the service available in another North American market.

March 2014: Amazon Prime Membership Fee Increase and Prime Music Launch

In March 2014, Amazon increased the annual US membership fee for Amazon Prime from $79 to $99. Shortly after, Amazon announced Prime Music, an unlimited, ad-free music streaming service.

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July 2014: Amazon Develops Drone Prototypes

In July 2014, it was revealed that Amazon was developing its 8th and 9th drone prototypes, some capable of flying 50 miles per hour and carrying 5-pound packages. Amazon also applied to the FAA to test these prototypes.

November 2014: Prime Photos Added

In November 2014, Amazon added Prime Photos, offering unlimited storage for photographs in Amazon Drive to Prime members.

December 2014: One-Hour Delivery for Prime Members in Manhattan

In December 2014, Amazon announced that Prime members located in parts of Manhattan and New York City had the capability to get products delivered to them within one hour for a fee of $7.99, or within two hours for no additional fee. As of 2014, 25,000 daily essential products were available with this delivery service.

2014: Order volume surpassed Black Friday sales

In 2014, Amazon's order volume on the website surpassed Black Friday sales.

February 2015: One-Hour Delivery Extended to All of Manhattan

In February 2015, the one-hour delivery service was extended to include all of Manhattan.

April 2015: Trial Partnership with Audi and DHL

In April 2015, Amazon started a trial partnership with Audi and DHL in the Munich, Germany, area to deliver directly into the trunks of Audi cars for some Audi-connected car users.

May 2015: Free Same-Day Delivery for Prime Members

In May 2015, Amazon began offering free same-day delivery to Prime members in 14 United States metropolitan areas.

July 15, 2015: Amazon Holds First Prime Day

On July 15, 2015, Amazon held its inaugural Prime Day to commemorate the website's 20th anniversary. This event featured sales and promotions exclusive to Amazon Prime subscribers. Amazon promoted it as featuring "more deals than Black Friday", although it faced criticism for the quality of discounts.

December 2015: Amazon Prime Membership Growth and Streaming Partners Program Launch

In December 2015, Amazon reported having "tens of millions" of Prime members and added 3 million members during the third week of the month. Amazon also announced the Streaming Partners Program, providing Prime subscribers with additional streaming video services.

2015: Introduction of Amazon Key In-Car

In 2015, Amazon introduced Amazon Key In-Car, a service allowing owners of vehicles with OnStar (2015+ models) or Volvo on Call to have packages delivered to their vehicle's trunk. This service was available in the same areas as Amazon Key's In-Home delivery.

January 2016: Amazon Prime Membership Statistics

In January 2016, a report from Consumer Intelligence Research Partners estimated that Amazon Prime had reached 54 million members, with nearly half of all U.S. households being members at the time.

March 2016: Amazon Prime Launched in Mexico

In March 2016, Amazon Prime was launched in Mexico, expanding its reach in North America.

April 2016: Expansion of Same-Day Delivery

In April 2016, Amazon announced the expansion of its same-day delivery service to include several new metro areas, bringing total coverage to 27 metro areas.

July 13, 2016: Amazon Prime Day Sees Increase in Orders

On July 13, 2016, Amazon Prime reported that customers placed 60 percent more orders worldwide on "Prime Day" compared to the previous year.

July 2016: Amazon Prime Launched in India

In July 2016, Amazon Prime was launched in India, expanding its availability to another major market in Asia.

September 2016: Restaurant Delivery Service Launched in London

In September 2016, Amazon launched a restaurant delivery service for Prime members in London, England, offering free delivery on orders over £15.

September 2016: Twitch Prime Features Announced

In September 2016, Amazon subsidiary Twitch announced features available to users with an Amazon Prime subscription (Twitch Prime), including monthly offers of video games and add-on content, and the ability to purchase a free subscription to a user's channel once per month. Amazon partnered with game developers offering in-game loots as rewards to subscribers

October 2016: Prime Reading Access

Beginning in October 2016, Prime members in the U.S. receive access to a rotating set of Kindle e-books through Prime Reading. Some magazines and travel guides are also available through the service.

December 2016: Monthly Prime Membership Option Introduced and Wickedly Prime Launched

In December 2016, Amazon began offering Prime membership for a monthly fee of $10.99, instead of a yearly fee. Amazon also announced Wickedly Prime, an own-brand line of food and beverages available to Prime members.

2016: Expansion of Prime Now Delivery Service

By mid-2016, the one-hour delivery service had been expanded in the United States to include parts of Chicago, Miami, Baltimore, Seattle, Dallas, Atlanta, Austin, Nashville, Portland, San Antonio, and Tampa. Outside of the United States, it had expanded to parts of the United Kingdom, Italy, Germany, France, Spain, Japan, and Singapore.

2016: The Grand Tour Released on Amazon Prime Video

In 2016, The Grand Tour, featuring Jeremy Clarkson, Richard Hammond, and James May, formerly of BBC's Top Gear, was released on Amazon Prime Video.

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June 2017: Prime Wardrobe Announced

In June 2017, Amazon announced Prime Wardrobe, a service that lets customers try on clothes before they pay. Also in 2017, Amazon announced the Prime Exclusive Phone program, which offers some smartphones displaying Amazon ads on the lock screen from companies including LG, Motorola and Nokia at a discount.

October 2017: Amazon.com Adds In-Home Delivery

In October 2017, Amazon.com introduced an in-home delivery option for Prime members, utilizing Amazon Flex contractors who accessed homes with a one-time code. This service, known as Amazon Key, allowed for packages to be delivered inside customers' homes.

February 2018: Monthly Prime Membership Fee Increased

In February 2018, Amazon increased the monthly Prime membership fee to $12.99.

April 2018: Amazon Key Expands to 37 Metro Areas

In April 2018, Amazon Key, the in-home delivery service, became available to customers residing in 37 United States metro areas. This service required specific hardware, including a Kwikset or Yale smart lock and a special version of Amazon's Cloud Cam security camera.

May 2018: Annual US Prime Membership Fee Increased

In May 2018, Amazon increased the annual US Prime membership fee from $99 to $119.

June 2018: Amazon Prime Launched in Australia

In June 2018, Amazon Prime was launched in Australia, offering services such as 2-business-day delivery and Amazon Video.

2018: Prime Day Boycotts and Employee Strikes

In 2018, Prime Day became associated with protests against Amazon and employee strikes due to criticism of Amazon's practices. Supporters of these actions urged boycotts of Amazon during Prime Day, covering all services provided by the company and its subsidiaries.

2018: Ariana Grande Headlines Prime Day Concert

In 2018, the Prime Day event was preceded by a concert headlined by Ariana Grande, streamed on Amazon Video and Twitch.

June 2019: Expansion of One-Day Delivery

In June 2019, Amazon expanded its one-day delivery with Amazon Prime, stating that Prime Free One Day was available to U.S. members on more than 10 million products with no minimum purchase.

2019: Amazon Partners with Chamberlain Group for In-Garage Delivery

At CES 2019, Amazon announced a partnership with the Chamberlain Group, enabling customers to have packages placed in their garages using myQ-enabled openers as part of the Amazon Key service.

2019: Taylor Swift and Others Perform at Prime Day Concert

The 2019 Prime Day concert, held on July 10 ahead of Prime Day, featured performances by Taylor Swift, Dua Lipa, Becky G, and SZA, streamed exclusively for Prime subscribers.

March 3, 2020: Installation of Mini-Fulfillment Centers

On March 3, 2020, Amazon announced it installed "mini-fulfillment centers" in select U.S. cities, including Dallas, Orlando, Philadelphia, and Phoenix to reduce same-day delivery times.

August 2020: Amazon Receives FAA Approval for Drone Testing

In August 2020, Amazon received FAA approval in the US for testing its drone delivery system, Amazon Prime Air, marking a significant milestone in the project's development.

September 2020: Amazon Prime Launched in Turkey

In September 2020, Amazon Prime was launched in Turkey, further extending its presence in Europe and Asia.

October 2020: Prime Day Held in October Due to COVID-19

Due to the COVID-19 pandemic, the 2020 Prime Day was delayed and held in October 2020, deviating from its usual summer timeframe.

2020: Amazon Prime Pantry Discontinued

By the end of 2020, Amazon Prime Pantry had been discontinued in all locations. The service packaged everyday food preservation grocery store items into a single box for delivery for a flat fee for Prime members.

2020: Twitch Prime Rebranded as Amazon Prime Gaming

In 2020, Amazon re-branded its Twitch Prime to Amazon Prime Gaming. Amazon Prime subscribers also get Prime Gaming at no additional cost. To access Prime Gaming, customers don't need to have a Twitch account.

2020: Prime Day Postponed in US and Canada Due to COVID-19

In 2020, Prime Day was postponed in the US and Canada due to the COVID-19 pandemic and was held from October 13–14. However, Prime Day was held in India on August 6–7.

January 2021: Amazon Prime Air Project Still in Development

As of January 2021, the Amazon Prime Air drone delivery project was still in development, despite having received FAA approval in the US in August 2020.

January 2021: Kindle Owners Lending Library Discontinued

In January 2021, the Kindle Owners Lending Library was discontinued. Prime Reading is unrelated to Kindle Unlimited and Kindle First, both of which continue to be available.

April 2021: 200 Million Prime Subscribers

In April 2021, Amazon reported that Prime had reached a milestone of 200 million subscribers worldwide, demonstrating the service's significant global reach and popularity.

May 2021: Prime Day Postponed Indefinitely in Canada

In May 2021, Prime Day was postponed indefinitely in Canada due to the COVID-19 pandemic.

September 2021: Amazon Prime Launched in Sweden

In September 2021, Amazon Prime was launched in Sweden, expanding its services in the European market.

October 2021: Amazon Prime Launched in Poland, Prime Members in 22 Countries

In October 2021, Amazon Prime was launched in Poland. As of October 2021, Prime membership was available in 22 countries across North America, Europe, and Asia-Pacific.

February 2022: Annual US Prime Membership Fee Increased

In February 2022, Amazon announced its first increase in almost four years for the annual US Prime membership fee, raising it from $119 to $139, citing higher labor and shipping costs.

April 2022: Launch of "Buy with Prime"

In April 2022, Amazon launched "Buy with Prime", a new service for Prime members that allows them to purchase goods from partnered merchants and take advantage of Amazon's logistics, return, and exchange services.

June 13, 2022: Amazon Announces Prime Air Drone Deliveries in Lockeford, California

On June 13, 2022, Amazon announced plans to deliver products using Prime Air drones to customers in Lockeford, California. The launch date was dependent on FAA and Lockeford officials' permissions, with an expected timeframe of "later this year".

July 2022: Amazon Prime Launched in Egypt

In July 2022, Amazon Prime was launched in Egypt, marking its expansion into the African market.

August 1, 2022: Amazon Prime Available in Southeast Asia

On August 1, 2022, Amazon Prime was available for the first time in Indonesia, Thailand and the Philippines, aiming to develop local and international content for users in Indonesia, the most considerable economic in Southeast Asia.

November 2022: Prime Music Catalog Expansion and Style Change

In November 2022, the Prime Music catalog was significantly expanded, and the style was changed to be similar to Pandora or listening to a Radio broadcasting. When users choose a song, Prime Music plays something similar, rather than the specific song that was selected.

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2022: Amazon Launches Second Annual Prime-Exclusive Sales Event

In 2022, building on the delayed October 2020 version, Amazon launched a second annual Prime-exclusive sales event in October, initially called the Prime Early Access Sale.

January 2023: Launch of RXPass

In January 2023, Amazon announced the launch of RXPass, a prescription drug delivery service that allows US Amazon Prime members to pay a $5 monthly fee for access to 60 medications. The service was launched immediately after the announcement except in states with specific prescription delivery requirements.

June 2023: FTC Sues Amazon Over Prime Enrollment Practices

In June 2023, the Federal Trade Commission (FTC) sued Amazon for its "years-long effort to enroll consumers into its Prime program without their consent while knowingly making it difficult for consumers to cancel their subscriptions".

November 2023: Amazon Prime Subscription Fees Payable with Gift Cards in More Countries

Starting in November 2023, Amazon Prime subscription fees can be paid with Amazon gift card balance in the Netherlands, Saudi Arabia and Germany.

2023: Prime Early Access Sale Renamed Prime Big Deal Days

In 2023, Amazon renamed the fall Prime-exclusive sales event from Prime Early Access Sale to Prime Big Deal Days.

2023: Prime Day and Prime Big Deal Days Held in 2023

In 2023, Prime Day was held from July 11–12, and Prime Big Deal Days was held from October 10–11, marking the continued execution of these annual sales events.

April 2024: Launch of New Grocery Delivery Service

In April 2024, Amazon announced the launch of a new delivery service for groceries for Prime customers and those receiving government assistance for food. Regular Prime subscribers would be charged $9.99 per month on orders $35 and higher from Whole Foods and Amazon Fresh, along with other prominent chains like Save Mart, Bartell Drugs, Rite Aid, and Pet Food Express and local grocery and specialty retail stores on the platform. Individuals on government assistance would be charged a reduced fee of $4.99 and would not need to be a Prime member.

2024: Prime Day and Prime Big Deal Days Held in 2024

In 2024, Prime Day was held from July 16–17 and was available in numerous countries. The 2024 edition of Prime Big Deal Days was held from October 8–9.