In March 2024, 75 percent of Amazon online shopping users were also subscribers to the Amazon Prime service in the United States. Since 2018, when the share of U.S. Prime users did not go over 65 percent, Amazon has successfully capitalized on the popularity of subscription-based businesses.
What drives subscribers
Looking at the most appreciated features of retail subscriptions, it seems that Amazon nailed it. In the United States, nearly four in ten consumers signed up for retail subscriptions to have free shipping on their orders. Another 30 percent looked at cancellation policies and wanted to be able to unsubscribe at any time.
Loyal to (too) many
Amazon shoppers do not have to cancel their Prime subscriptions to benefit from other competitors’ services. Instead, they keep multiple retail memberships active - from grocery to beauty retailers. In 2023, half of U.S. Amazon Prime members were Target Circle members, too.
Share of Amazon customers in the United States who are Amazon Prime members from 2018 to 2024
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Consumer Intelligence Research Partners. (April 16, 2024). Share of Amazon customers in the United States who are Amazon Prime members from 2018 to 2024 [Graph]. In Statista. Retrieved November 21, 2024, from https://www.statista.com/statistics/234253/share-of-amazon-prime-subscribers-in-the-united-states/
Consumer Intelligence Research Partners. "Share of Amazon customers in the United States who are Amazon Prime members from 2018 to 2024." Chart. April 16, 2024. Statista. Accessed November 21, 2024. https://www.statista.com/statistics/234253/share-of-amazon-prime-subscribers-in-the-united-states/
Consumer Intelligence Research Partners. (2024). Share of Amazon customers in the United States who are Amazon Prime members from 2018 to 2024. Statista. Statista Inc.. Accessed: November 21, 2024. https://www.statista.com/statistics/234253/share-of-amazon-prime-subscribers-in-the-united-states/
Consumer Intelligence Research Partners. "Share of Amazon Customers in The United States Who Are Amazon Prime Members from 2018 to 2024." Statista, Statista Inc., 16 Apr 2024, https://www.statista.com/statistics/234253/share-of-amazon-prime-subscribers-in-the-united-states/
Consumer Intelligence Research Partners, Share of Amazon customers in the United States who are Amazon Prime members from 2018 to 2024 Statista, https://www.statista.com/statistics/234253/share-of-amazon-prime-subscribers-in-the-united-states/ (last visited November 21, 2024)
Share of Amazon customers in the United States who are Amazon Prime members from 2018 to 2024 [Graph], Consumer Intelligence Research Partners, April 16, 2024. [Online]. Available: https://www.statista.com/statistics/234253/share-of-amazon-prime-subscribers-in-the-united-states/
