History of Amazon Prime in Timeline

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.

2005: Amazon Prime Announced

In 2005, Amazon announced Amazon Prime, offering free two-day shipping for an annual fee of $79.

September 7, 2006: Amazon Unbox Debuts

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

2007: Amazon Prime Expands to Germany, Japan and the UK

In 2007, Amazon Prime expanded to Germany, Japan, and the United Kingdom, increasing its international presence.

2007: Prime Music begins in 2007

Prime Music, the ad-free music streaming service included in Amazon Prime, started in 2007.

September 4, 2008: Amazon Video on Demand Renaming

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

2008: Amazon Prime Launched in France (as Amazon Premium)

In 2008, Amazon Prime was launched in France under the name "Amazon Premium."

February 22, 2011: Service Rebrands as Amazon Instant Video

On February 22, 2011, the service 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 Kindle e-book per month.

2011: Amazon acquires Lovefilm and relaunches as Prime Video

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

2011: Amazon Prime Launched in Italy

In 2011, Amazon Prime was launched in Italy.

December 1, 2013: Amazon Prime Air Concept Revealed

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.

2013: Amazon Prime Launched in Canada

In 2013, Amazon Prime was launched in Canada, making it available in another North American country.

March 2014: Amazon Prime US Membership Fee Increase and Introduction of Prime Music

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.

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July 2014: Amazon Developing Drone Prototypes

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.

August 2014: Unbox Downloads Discontinued

As of August 2014, the Unbox program, which allowed downloading purchased instant videos, was no longer available.

November 2014: Amazon Adds Prime Photos

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

December 2014: One-Hour Delivery Service Launched in Manhattan

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.

2014: Amazon Prime Order Volume Surpasses Black Friday Sales

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.

February 2015: One-Hour Delivery Expanded 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 for Delivery to Car Trunks

In April 2015, Amazon started a trial partnership with Audi and DHL to deliver directly into the trunks of Audi cars in Munich, Germany, for 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 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".

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

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.

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2015: Amazon Key In-Car Service for Vehicle Deliveries

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.

January 2016: Amazon Prime Reaches 54 Million Members

In January 2016, reports indicated that Amazon Prime had reached 54 million members and nearly half of all U.S. households were members.

March 2016: Amazon Prime Launched in Mexico

In March 2016, Amazon Prime was launched in Mexico, increasing its availability in North America.

April 2016: Expansion of Same-Day Delivery

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

July 13, 2016: Amazon Prime Reports Increase in Prime Day 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 global presence.

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 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.

October 2016: Prime Reading Launched

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.

December 2016: Monthly Prime Membership Option and Wickedly Prime Launch

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.

2016: Expansion of One-Hour Delivery Service

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.

2016: The Grand Tour for Amazon Prime Video Released

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.

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June 2017: Prime Wardrobe Announced

In June 2017, Amazon announced Prime Wardrobe, a service that allows customers to try on clothes before they pay.

October 2017: Amazon In-Home Delivery Option Added

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.

February 2018: Monthly Prime Membership Price Increase

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

April 2018: Amazon Key Expands to 37 Metro Areas

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.

May 2018: Amazon Increases Annual US Prime Membership Fee

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 like 2-business-day delivery and Amazon Video.

2018: Protests and Strikes Tied to Prime Day

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.

2018: Ariana Grande Headlines Prime Day Concert

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

June 2019: Expansion of One-Day Delivery with Amazon Prime

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.

2019: Partnership with Chamberlain Group for In-Garage Deliveries

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.

2019: Taylor Swift Headlines Prime Day Concert

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.

March 3, 2020: Amazon Installs Mini-Fulfillment Centers

On March 3, 2020, Amazon announced it installed "mini-fulfillment centers" in select U.S. cities 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 drone testing, though the project was not yet in flight.

September 2020: Amazon Prime Launched in Turkey

In September 2020, Amazon Prime became available in Turkey.

October 2020: Delayed Prime Day

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.

2020: Amazon Prime Pantry Discontinued

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.

2020: Twitch Prime Rebranded to Amazon Prime Gaming

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.

2020: Prime Day Postponed in US and Canada, Held in India

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

January 2021: Amazon Drone Delivery Project Still Grounded

As of January 2021, Amazon's drone delivery project was not yet in flight, despite receiving FAA approval in the US in August 2020.

January 2021: Kindle Owners Lending Library Discontinued

In January 2021, the Kindle Owners Lending Library, which was distinct from Prime Reading and Kindle Unlimited, was discontinued.

April 2021: Prime Reaches 200 Million Subscribers

In April 2021, Amazon reported that Amazon Prime had reached 200 million subscribers worldwide, marking a significant milestone for the subscription service.

May 2021: Prime Day Postponed Indefinitely in Canada

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

September 2021: Amazon Prime Launched in Sweden

In September 2021, Amazon Prime expanded to Sweden, further establishing its presence in Europe.

October 2021: Prime Available in 22 Countries

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

October 2021: Prime Memberships Available in 27 Countries

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.

February 2022: Increase in US Prime Membership Fee

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.

April 2022: Launch of "Buy with Prime"

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.

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

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".

July 2022: Amazon Prime Launched in Egypt

In July 2022, Amazon Prime was launched in Egypt, expanding its reach to Africa.

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.

November 2022: Prime Music Catalog Expansion and Style Change

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.

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2022: Amazon Launches Prime Early Access Sale

In 2022, 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 for US Amazon Prime members for a $5 monthly fee.

June 2023: FTC Sues Amazon over Prime Enrollment Practices

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.

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

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.

2023: Prime Day and Prime Big Deal Days Held

In 2023, Prime Day was held from July 11–12, and Prime Big Deal Days was held from October 10–11.

2023: Prime Early Access Sale Renamed Prime Big Deal Days

In 2023, the fall Prime-exclusive sales event initially called the Prime Early Access Sale was renamed Prime Big Deal Days.

April 2024: Launch of new grocery delivery service for Prime Customers

In April 2024, Amazon announced the launched of a new delivery service for groceries for Prime customers and those receiving government assistance for food.

2024: Amazon Prime Day held from July 16–17 in Multiple Countries

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.