I needed a last minute Christmas present for a family member with whom I thought we had agreed that we were not exchanging gifts this year. She called me three days before Christmas and discussed, to my horror, that she could not wait for me to see what she had gotten for me. I knew that she has a Kindle fire, so I looked locally in a mad dash at local retailers and could not find any Amazon related gift cards. They were sold out. I came home and ordered through my Amazon Prime membership and received the card the next day in a nice little gift box already wrapped. Fast and hassle free. I had already made up a card explaining that I had not received her gift yet, but I did not need to use the card. She immediately bought a book that evening. Really a life saver, thanks Amazon for the quick delivery.