Amazon Prime Launch
Amazon Prime Launch came in February 2005, when Amazon.com introduced its first membership program, offering unlimited free two-day shipping on more than a million eligible items for a flat fee of $79 a year.
What happened and why it matters
Prime turned fast shipping from an occasional upgrade into a membership benefit, and it reset what U.S. shoppers expect from every online store. Members could also get overnight delivery for $3.99 per item and share benefits with family members in their household. Two-day delivery at that scale pushed Amazon to place inventory in more fulfillment centers closer to customers, and by 2012 more items shipped with Prime two-day shipping than with Free Super Saver Shipping. Brands outside Amazon now compete with that promise, which is why fast shipping badges, carrier service choices and inventory placement across several warehouses are central fulfillment decisions.