With two days left before Christmas, one of the major drivers for last-minute shopping is Amazon. Thanks to the online retailer's same-day and even one-hour holiday shipping policies, procrastinating Prime members might just be able to get gifts under the tree in the nick of time.
It's this membership program (which ecompasses the speedy shipping perk) that's been fueling Amazon's accelerating gains, said Macquarie Capital analyst Ben Schachter.
"Prime is really the story for Amazon," Schachter told CNBC's "Squawk on the Street" on Wednesday. "Right now, we can confidently state that about 25 percent of all U.S. homes are already Prime. If you grow that 30 percent in '16, 20 percent in '17, and 10 percent thereafter by 2020, you get to 50 percent of U.S. homes being Prime. We think that is a game changer."
Schachter explained that the main point isn't just about free shipping for Prime members, it's about the whole suite of perks. Amazon Prime members also get access to television shows, videos, apps and even curated content for children — both benefits and content that Schachter sees expanding in the future.