Amazon’s fast shipping Prime service gained more than 10 million members worldwide while Amazon.com saw nearly 60 percent of its consumers shop for the holidays via mobile devices, cementing its status as the mobile retailer to beat in 2015.

The brand recently unveiled a slew of new features to its Prime service that likely added to the surge in sales, including Instant Video, the Kindle Owners Lending Library, exclusive streaming content and unlimited photo storage for Prime members in Amazon Cloud Drive. Its recently released Prime Now mobile application aims to revolutionize mcommerce by promising users one-hour delivery in select Manhattan locations.

“The local shopkeeper’s last connection with their neighborhood loyalist was immediacy,” said Gary Schwartz, president and CEO of Impact Mobile, New York. “Amazon Prime is attempting to reintroduce that high-touch delivery service to the online shopper.

“Amazon knows that its one-click check out drives impulse purchase; however, it also know that ultimately what will allow the company to dominate Main-Street shopping is the ability to close the loop on this experience.”

Leading with mobile
Amazon discovered that mobile shopping gained traction and popularity as consumers completed shopping tasks later into the holiday season, prompting more than half of Amazon.com purchases to be made via mobile devices.

The Amazon mobile application also experienced double the holiday sales in the United States.

The ecommerce retailer’s peak shopping day for mobile was Cyber Monday, while Black Friday took the top spot for mobile shopping’s most rapid growth.

Amazon’s Prime service aims to be one of the premiere fast shipping programs nationwide, and provides a convenient way for time-strapped consumers to shop on-the-go and feel secure in knowing their orders will arrive in time for holidays or special occasions.

“While Amazon discusses drones with the FDA, services like Prime Now rely a good old-fashion hustle,” Mr. Schwartz said. “Amazon is attempting to reposition itself in the market as a just-in-time storefront.

“Like an Uber XL order, the order is trackable, gamifying and rewarding the Prime member.”

Prime Now unveiling
Although the Amazon Prime Now mobile app only became available to consumers on Dec. 18, it is poised to offer Amazon a head start on mcommerce in the first quarter of 2015. Prime Now enables users to browse through tens of thousands of products within the app, and make an immediate purchase (see story).

The Prime member is then given the option to pay $7.99 for one-hour delivery or select free two-hour delivery.

Orders can be tracked directly from the app so that consumers can watch as the package nears its final destination.

The plethora of features that Amazon boasts to its consumers, which also include Prime Music, Amazon Elements, Prime Pantry and early bird access to specific Lightning Deals, entice a variety of audiences but ensure that the brand makes a strong imprint on mobile users.

With more than 10 million new Prime members and plans to roll out Prime Now to more cities in 2015, the retailer must maintain its customer base to cement its status as a leader in the mobile space.

“Amazon’s goal over the next year needs to be out-maneuvering more nimble shopping startups and in-store clienteling,” Mr. Schwartz said. “Tactically, this is all about speeding up the clock from the commerce click to the door knock.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York