Amazon Prime customers can now gift an Amazon Prime membership to friends and family over the holiday season, the giant retailer announced Friday.

Millions of members already enjoy the benefits of Amazon Prime. In the U.S., these benefits include unlimited Free Two-Day Shipping on more than 15 million items, instant streaming of over 41,000 movies and TV episodes through Prime Instant Video and over 350,000 books to borrow through the Kindle Owners' Lending Library.

In a new press release, Amazon announced that its customers can now gift an Amazon Prime membership.

"Members have told us they want to give the gift of Prime and we are delighted to offer this new capability in time for the holidays," said Greg Greeley, Vice President of Amazon Prime. "Our customers can now give the convenience of unlimited two-day shipping to family and friends - it's a gift that can be enjoyed all year long. When you add in the huge selection of popular movies, TV shows and Kindle books already included in the membership, giving Prime is giving a year's worth of convenience AND entertainment."

Purchasing Amazon Prime as a gift is simple and convenient. Gift recipients will receive an email on that date, with redemption instructions to immediately start streaming quality digital content, borrowing books and shopping with fast, free shipping on millions of items. The annual prime membership is $79.

Since the launch of Prime in 2005, Amazon continues to add more membership benefits, increasing the selection of items available for unlimited Free Two-Day Shipping of more than fifteen times, introducing Prime Instant Video, adding the Kindle Owners' Lending Library and recently introducing Kindle First which provides Prime members the chance to read a book from Amazon Publishing in advance of its publication each month for free.