Amazon Prime - statistics & facts
How big is Amazon Prime?
In the United States, industry sources estimated a subscriber count of 167 million in 2023, slightly down from the previous year. In 2023, roughly 71 percent of all U.S. Amazon shoppers were Prime members, reflecting the service’s strong appeal to platform users. Even though the price of a Prime membership increased in 2022 – especially in European countries where inflation is hitting the most – the variety of offered shipping options and services remains unchallenged. Besides free deliveries and tailored deals, Prime users can also benefit from exclusive discounts over Amazon Prime Days, the annual shopping event generating increasing sales worldwide. In the United States, Amazon dominates the promising market of retail memberships, with other competitors generating only a fraction of Amazon’s revenue.Prime shoppers
Although Amazon has lost Prime members in the U.S., retention rates appeared to be higher among shoppers who got used to Prime advantages over a longer period. Sale discounts on Prime Day were another key driver. Roughly one in two Amazon U.S. shoppers considered Prime Day an important aspect in their decision to sign up for Prime. Moreover, the actual reach of Prime services might be broader than the subscriber's base. A survey carried out in Australia confirmed that Amazon shoppers in some cases used someone else’s Prime membership for their purchases.Consumers' loyalty does not imply exclusivity. In the United States, nearly half of Amazon Prime shoppers owned Target Circle membership, while another 38 percent did the same for Sam’s Club. This might be a sign of higher competitiveness in retail membership and reward systems.