Amazon announced today that over 10 million people tried Prime for the first time over the holidays this year. The online retail giant said it delivered 10 times as many same-day items this year compared to Christmas 2013, including an order placed at 10:24 p.m. on Dec. 24 that was delivered at 11:06 p.m. In a statement, the company touted its record growth and also teased plans to expand its new Prime Now one-hour delivery service to more cities next year: The $99 a year service offers free two-day shipping, unlimited listening to more than 1 million songs, streaming of movies and TV shows and cloud photo storage. Amazon could make as much as $990 million from new Prime subscriptions purchased in the 29 days since Thanksgiving. Shares of Amazon are up more than 1% in morning trading.