Core Insights - Amazon has introduced a new Prime feature called "Add to Delivery," which allows U.S. Prime members to add items to their upcoming deliveries, potentially enhancing the company's e-commerce revenue [2][3] E-commerce Business Impact - The new feature could significantly boost Amazon's e-commerce bottom line by increasing the frequency of orders and overall sales [2][3] - Research indicates that a majority of U.S. online shoppers initiate their product searches on Amazon, reinforcing the platform's dominance in quick delivery options [4][5] - The average Amazon customer places 70 to 75 orders annually, while Prime members are expected to place nearly 100 orders in 2024, increasing the likelihood of having an order arriving within 48 hours [7][8] Revenue and Earnings Potential - If the new feature generates an additional $5 in net sales per Prime member annually, it could result in $1 billion in net revenue [9] - Amazon's North American e-commerce sales in 2023 were $352.8 billion, with 95.5% of that amount going to operating expenses, indicating low margins [10][11] - The cost of adding items to existing orders is minimal for Amazon, allowing a significant portion of the additional revenue to contribute directly to the bottom line [12] - A $1 billion increase in net revenue could represent a 4% increase in the North America e-commerce unit's current $25 billion bottom line, while a more ambitious 1% increase could lead to a 14.4% bottom-line increase [13]