Amazon is expanding its Prime membership offering in Canada with two new features, allowing members to share select benefits with one other adult in their household at no extra cost and introducing “Add to Delivery,” a tool that lets shoppers add eligible items to an existing order without placing a separate purchase.
Add to Delivery, the latest feature for Prime members, is designed to make it easier to add what customers need when they remember they need it.
The launches are part of the company’s broader effort to add new benefits to Prime as competition in e-commerce intensifies. Amazon said Add to Delivery is available through the Amazon Shopping app and Amazon.ca on mobile devices, enabling Prime members to add millions of eligible products to deliveries that have not yet shipped without paying additional shipping fees.
The announcements come as Amazon underscores its growing economic presence in Canada. The company said it has invested more than $65 billion in its Canadian operations since 2010, employing more than 46,000 people across the country, while a third-party economics consulting firm estimated those investments generated an additional $55 billion in spillover value-added effects to Canada’s gross domestic product between 2010 and 2024.
Andrew Gouveia, Spokesperson, Amazon Canada, said Amazon Family is a new, additional Prime benefit.
“We’re always looking for ways to make Prime even more valuable for our members, and Amazon Family is a natural extension of that commitment, giving Prime members in Canada the ability to share select Prime benefits with one other adult in their household at no additional cost,” he said.
“Whether it’s keeping a gift purchase a surprise or simply maintaining personalized recommendations and account security, each person keeps their own account while enjoying shared Prime benefits. It’s another way we’re continuing to evolve Prime by adding benefits that offer customers greater convenience, flexibility, and value.”
Gouveia said Amazon’s roots run deep in Canada.
“Since the launch of Amazon.ca in 2002, we’ve grown to more than 46,000 employees and coast to coast. Since 2010, we’ve made direct investments in our Canadian operations of more than $65 billion, and a third-party economics consulting firm estimates that those investments contributed an additional $55 billion in spillover value-added effects to the Canadian GDP between 2010 and 2024.
“That includes investing in our operations and technology, creating employment opportunities, raising our average hourly base wage to $24.50 per hour, and helping businesses of all sizes access the products, services, and tools they need to operate efficiently.
“At a time when value matters more than ever, we’re also continuing to innovate on behalf of customers through new Prime benefits, delivery innovations, and shopping features that make shopping simpler and more convenient. Together, Amazon’s investments help support Canadian businesses and communities while creating an even better experience for our customers.”
Gouveia said we’ve all had that moment — you place an order and immediately remember something you forgot.
“Add to Delivery solves exactly that. With a single tap, Prime members can add eligible items to an upcoming delivery without going through checkout again, and with no added shipping fees. It’s about making shopping with Amazon even more convenient and adapting to how Canadians actually shop — one need at a time, as they arise,” he said.
“Our focus is on making shopping more convenient, not on changing how customers shop. We don’t always remember everything we need in a single moment, and Add to Delivery gives Prime members a simple way to add what they need, when they remember they need it. If we can still add to a delivery that’s arriving later today or tomorrow, members will see the Add to Delivery option as they shop, and with one tap they’re done.”
Gouveia said the biggest impact is for customers as Add to Delivery gives Prime members more flexibility by allowing them to quickly add eligible items to an upcoming delivery without placing a separate order. It’s an easy, fast, and free way to avoid creating new orders for last-minute additions.
“From an operations perspective, there’s no meaningful change to how our network functions. Our employees who are picking, packing, and delivering to customers are doing the same thing whether an order arrives the same day, next day, or in two days — and the same is true when an item is added to an existing delivery. Amazon has built a network that places products closer to customers, which means items are travelling fewer miles and experiencing fewer handoffs between the time an order is placed and the time it arrives on customers’ doorsteps,” he said.
“The process is consistent regardless of delivery speed, which allows us to continue improving the customer experience without adding operational complexity. Across the company, Amazon continues to invest in initiatives that advance long-term sustainability goals as well, including expanding its fleet of electric delivery vehicles, reducing packaging, and offering delivery options that help consolidate eligible orders like Add to Delivery.”
Gouveia said Amazon is excited to bring Add to Delivery to Prime members in Canada as part of its continued focus on delivering convenience and value globally.
“This feature reflects our broader commitment to making shopping as simple and seamless as possible for Canadians. The feature is available across millions of products — from pantry staples and pet toys to electronics, clothing, books, and more — and works on the Amazon Shopping app and Amazon.ca on mobile devices. We know customers appreciate solutions that save them time, and Add to Delivery is another example of how we’re evolving to meet Prime members where they are,” he explained.
Gouveia said Prime has always been about bringing together convenience, value, and a great shopping experience, and Add to Delivery is another way it’s making shopping simpler for members.
“As Prime continues to grow in Canada, we’re able to keep investing in new features and benefits that make the membership even more valuable. Just this month, we also launched Amazon Family, which lets Prime members share select benefits with one other adult in their household at no additional cost. It’s all part of our ongoing commitment to delivering more value for Prime members and continuing to innovate on their behalf,” he said.
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