The online retailer does not only lead in terms of desktop retailing but has also taken to mobile commerce. Amazon Mobile is one of the most popular retail apps in the United States. The Amazon smartphone app is also the second-most popular purchase channel of Amazon buyers in the United States.
Amazon also offers Amazon Prime, an annually paid membership offering free two-day shipping in the United States as well as discounted one-day shipping rates, which current users regard as one of the key reasons for subscribing to the service. Amazon Prime has since opened to other countries and has also expanded to offer instant streaming of selected movies and television shows through Amazon Instant Video and music. In the grocery segment, Amazon launched its delivery service of fresh food products, Amazon Fresh, in the U.S. and in big cities in Europe and Asia. In metropolitan areas, the group competed with grocery delivery services provided by local supermarket chains. In the UK, the reported price differences with grocery chains were significant.
The company also offers its own line of personal electronics, most importantly the Kindle electronics range. At the end of 2014, Amazon had also made headway into smart electronics with its smart speaker called Amazon Echo, which in turn connects to the voice-controlled personal assistant service Alexa. User satisfaction with Alexa was generally high and Alexa's catalogue of skills has grown from 130 upon its release in 2016 to over 100,000 as of October 2019. The higher the number of skills, the bigger the compatibility with other brands, which also provide voice assistance to their consumers.