Amazon Prime User Statistics, Growth & Trends

December 20, 2023

Amazon Prime has millions of households worldwide, binge-watching their favorite shows on Prime Video, grooving to their custom playlists on Amazon Music, and snagging exclusive deals faster than you can say “Add to Cart.” It’s more than just a membership; it’s a lifestyle. It’s two-day shipping is just the tip of the retail iceberg.

Whether you’re a seasoned Prime member or just curious about the vast Amazon ecosystem, we’ve got the numbers, facts, and insights to keep you intrigued.

From the staggering number of Prime members worldwide to the most popular Amazon Originals, we’ll unravel the mysteries of this subscription service that has redefined convenience. Buckle up as we explore who’s hitting that “Subscribe” button, what they’re buying, and how Amazon Prime has become an integral part of modern living.

What is Amazon Prime?

Amazon Prime isn’t just about expedited deliveries; it’s a comprehensive membership offering a world of benefits. With a subscription, members unlock an array of perks, including rapid shipping, access to Prime Video’s extensive entertainment library, and Amazon Music for groovy tunes. Exclusive deals during events like Prime Day sweeten the deal, along with Prime Reading for bookworms.

This all-encompassing package has made Amazon Prime a must-have in millions of households worldwide. It’s a lifestyle upgrade, blending convenience, entertainment, and savings into one seamless experience, shaping modern shopping and leisure habits in extraordinary ways.

Feature	Description
Membership Fee	$14.99 per month or $139 per year; $7.49 per month for students
Free Two-Day Shipping	Yes, on most items sold by Amazon
Prime Video	Yes, with access to thousands of movies and TV shows, including Amazon Originals
Prime Gaming	Yes, with free games, exclusive in-game content, and a free Twitch channel subscription every month
Other Benefit	Exclusive deals, early access to Lightning Deals, unlimited photo storage, and more

Amazon Prime Top Statistics: Editor’s Picks

Amazon boasts more than 200 million Prime members worldwide.
Sales on Amazon during Prime Day soared to a staggering $11.79 billion in 2021.
Amazon Prime is accessible in 22 countries as of October 2021.
Retail subscription fees contribute a significant $25.21 billion to Amazon’s annual revenue.
Amazon reports that Prime delivers a remarkable “value creation” of $126 billion, primarily attributed to time saved by its users.
The top-rated show on Amazon Prime Video is “Fleabag,” created and performed by the talented Phoebe Waller-Bridge.
Approximately 6 out of every 10 American households are subscribed to Amazon Prime.
Subscription services, including Amazon Prime, collectively generated nearly $32 billion in revenue in 2021.
Roughly 30% of Prime subscribers spend between $50 and $100 on the Amazon platform each month.

Important Amazon Prime Statistics

Amazon boasts a global Prime subscriber base exceeding 200 million, spanning 22 countries.
Projections indicate that Prime Video subscribers are anticipated to reach 250 million by 2027.
In the United States, two out of three internet users are Amazon Prime subscribers, constituting over 70% of Amazon shoppers in the country.
Notably, Amazon Prime members tend to spend considerably more on the platform compared to non-Prime members.
Interestingly, “laptop” stands out as the most frequently searched term on Amazon.

Amazon Prime Subscribers in the US

Amazon’s Prime subscriber base has witnessed remarkable growth, doubling from 100 million in early 2018 to over 200 million.
In the United States, Amazon boasts a staggering 148.6 million Prime members, reflecting a significant increase of 49.05% compared to 99.7 million in 2017.
The US holds the lion’s share, accounting for 74% of all Amazon Prime subscriptions.
According to eMarketer forecasts, the number of Amazon Prime users in the US is projected to reach 157.4 million by the year 2023.

The table below illustrates the growth of Amazon Prime’s user base from 2018.

Year	Number of users
2018	112.1 million
2019	124 million
2020	142.5 million
2021	151.9 million
2022	157.4 million
2023	161.7 million

Amazon Prime is estimated to see a rise of over 7 million users by 2025.

What Does Amazon Prime Day Sales Look Like?

Amazon Prime Day is the shopping event of the year, transforming the retail landscape with unbeatable deals and discounts exclusively for Prime members. This annual two-day spectacle, launched in 2015, has evolved into a global phenomenon.

With a plethora of products spanning from tech gadgets to home essentials, it’s a shopper’s paradise. In 2021, Prime Day sales skyrocketed to $11.79 billion, a testament to its immense popularity.

Prime Day not only rewards loyal customers but also amplifies Amazon’s presence in the e-commerce universe. It’s a day when “Add to Cart” becomes the anthem, and the thrill of the hunt is on.

Amazon Prime Day Global Sales Growth

In 2021, a significant majority of Prime Day sales, totaling $7.31 billion, came from the US market, constituting 62% of the total. Meanwhile, international markets contributed $4.48 billion, accounting for the remaining 38%.

Year	Gross sales on Amazon during Prime Day (worldwide)
2016	$1.5 billion
2017	$2.47 billion
2018	$4.13 billion
2019	$6.93 billion
2020	$9.91 billion
2021	$11.79 billion

Top Selling Products of Amazon Prime Day

iRobot Roomba 692 Robot Vacuum
Keurig K-Slim Coffee Maker
Goli Nutrition Apple Cider Vinegar Gummy Vitamins
Crest Professional Effects Whitestrips

In 2021, users purchased over 250 million items on Amazon prime Day.

Amazon Prime Day Sales 2023 – Statistics

U.S. online sales on Amazon’s Prime Day in 2023 increased by 6.1% to $12.7 billion compared to the previous year.
Shoppers spent $6.3 billion on the second day of the sale, with a focus on discounted items like toys and appliances.
Prime members globally purchased over 375 million items, saving more than $2.5 billion on various deals, making it the largest Prime Day ever.
Back-to-school items, including stationary and office supplies, experienced increased sales.
Online sales for appliances rose by 52%, apparel by 24%, and stationary and office supplies by 76%.
The average order size during the two-day event increased to $54.05 from $52.26 the previous year, according to Numerator.
Electronics with a 14% discount and apparel and toys with a 12% discount were particularly attractive to consumers, according to Adobe.

How Accessible is Amazon Prime?

In 2022, Amazon Prime has reached an impressive 76.6 million US households.
This figure, equivalent to 59% of American households, reflects substantial growth from 2019’s 66.4 million Prime memberships.
Amazon offers a complimentary household feature for Prime users to share benefits with their family members. Currently, Amazon permits up to two adult profiles, four child profiles, and four teenage profiles.
As of October 2021, Amazon Prime’s presence extends to 23 countries.
Following its dominance in e-commerce, Amazon aggressively pursued international expansion. This move came as Amazon Prime began to plateau in the US due to its significant growth.
However, this expansion posed challenges. Amazon’s thin profit margins on many products, along with logistical and cultural hurdles, particularly in Singapore and India, raised concerns.
Amazon struggles to replicate its North American success in other regions. In June 2023, AliExpress reported over 800 million monthly visits, growing at a rate of +8.08% monthly. Alibaba’s monopoly in China and leverage in Asian markets pose substantial challenges for Amazon’s expansion in Asia.

How Much Does An Average User Spend on Amazon Prime?

Prime users are savvy with their money, subscribing for long-term savings, faster deliveries, and cost-effective purchasing.
According to a 2021 survey:
31% of Prime members spent between $50 and $100 monthly on the platform.
26% reported spending up to $50.
23% made purchases ranging from $100 to $200.
Approximately 13% of users fell within the $200 to $500 spending range.
Those spending $500 to $1,000 and $1,000+ accounted for 4% and 2%, respectively.
Amazon’s competitive pricing, swift and dependable shipping, and exceptional customer service often make it the preferred choice over alternatives.

Amazon Prime Video Statistics

Easier internet access has shifted viewers away from traditional cable TV in favor of streaming, offering flexibility in content consumption.
Amazon Prime Video, while trailing behind Netflix, is a strong contender in the streaming race.
Amazon Prime Video boasts over 200 million subscribers, making it the second-largest streaming provider after Netflix.
Prime Video offers an extensive library of original and licensed content, superior 4K and HDR support, and options to rent or purchase additional content.

Market Shares of Popular Streaming Services

Service	Market Share
Netflix	21%
Amazon Prime Video	19%
Disney+	15%
HBO Max	15%
Hulu	10%
Apple TV+	7%
Paramount+	4%

Subscribers can enjoy early access to recent theater releases, and the service is bundled with Amazon Prime benefits like free shipping and music streaming.
Estimates suggest Amazon Prime Video subscribers will reach 250 million by 2027.
Amazon Prime’s investments in exclusive content and global expansion are expected to attract more subscribers.
In 2022, Amazon Prime Video held a 19% market share in the subscription video-on-demand (SVOD) industry, up from 16% in 2020, while Netflix remained the leader with a 21% market share.

How Much Revenue Does Amazon Prime Video Generate?

Estimates suggest that in 2020, Amazon Prime Video generated $4.1 billion in revenue. The platform’s strategic aim is to establish itself as a formidable competitor to traditional television channels and entice a fresh wave of video-exclusive members to join its ranks.

Amazon Prime User Demographics

Over 8 in 10 Americans aged 18 to 34 are Amazon Prime members, making up 81% of this age group.
About 64% of Amazon Prime members reside in suburban areas.
Younger generations, known for their tech-savviness, are more inclined to embrace Amazon Prime, but older generations have also joined, partly due to the pandemic’s influence.
The average Amazon customer, based on demographics, is a 46-year-old white woman.
On average, an Amazon shopper has an annual household income of $84,449.
About 40% of Amazon Prime customers visit the platform daily, showcasing their digital comfort and purchasing habits.
10% of Prime members make daily purchases on the platform.
Amazon Prime boasts an impressive 93% retention rate among its members after the first year, highlighting their loyalty and satisfaction.
81% of internet users in the United States aged 18 to 34 are Amazon Prime members.
Prime membership has a penetration rate of 68% among users aged 35 to 54.
60% of individuals aged 55 and older are also Prime users.
The growth rate for both the youngest and oldest Prime users during this period was 11%.
However, the middle-aged category showed a lower growth rate of 5%.

Amazon Prime’s Global Impact

In 2020, Amazon employed a massive workforce of 1.3 million people.
During this year, Amazon generated sales exceeding $1.5 billion from small and medium-sized businesses.
Prime members played a crucial role, purchasing over 100 million products during this period.
The platform’s members enjoy access to a vast library of over 5,400 free books, magazines, and audiobooks.
Approximately 80% of Amazon Prime members use the service primarily for watching movies and TV shows.
Amazon Prime members, on average, listen to a remarkable 56 hours of music per week.
Amazon Prime Video held a 16% share of the US streaming market in Q4 2020.
In 2019, a study revealed that only 31% of Amazon Prime subscribers in the US had tried any of Amazon’s own-label electronic products.
Amazon Prime members save an average of 2.6 hours per month by choosing to shop online rather than in physical stores.

Amazon Prime Global Favourites

Most Listened to Songs on Prime Music in 2023

As It Was by Harry Styles
Heat Waves by Glass Animals
Industry Baby (feat. Lil Nas X) by Jack Harlow
Stay (with Justin Bieber) by Kid Laroi
Levitating (feat. DaBaby) by Dua Lipa

Amazon Prime India Statistics

According to a survey conducted by ‘Rest of World,’ India has over 60 million active users of Amazon Prime Video, also considered the most popular service offered by Amazon Prime.
According to the same report by Amazon, 65% of Prime members in India are male, 60% are under the age of 35, and 55% have a college degree.
75% of Prime members in India live in urban areas, and 60% have a household income of over Rs 500,000 per year.
According to Amazon, Prime members in India spend 2x more on Amazon than non-Prime members. They also watch 2x more Prime Video than non-Prime members.

Amazon Prime India Favourites

Most Listened to Songs on Prime Music in 2023

Chaleya by Anirudh Ravichander, Arijit Singh, and Shilpa Rao
Heeriye (feat. Arijit Singh) by Jasleen Royal, Arijit Singh, and Dulquer Salmaan
Hukum – Thalaivar Alappara by Anirudh Ravichander and Super Subu
What Jhumka ? (From “Rocky Aur Rani Kii Prem Kahaani”) by Pritam, Arijit Singh, Jonita Gandhi, Ranveer Singh, and Amitabh Bhattacharya
Not Ramaiya Vastavaiya by Anirudh Ravichander, Vishal Dadlani, and Shilpa Rao

Amazon Prime Revenue

While it’s challenging to separate Amazon Prime’s revenue entirely from Amazon’s overall income, Amazon does provide transparency by disclosing the net sales figures of all subscription services. This includes revenue generated from Amazon Prime-related membership fees, digital video, audiobooks, digital music, e-books, and other subscription services (excluding AWS).

Amazon’s Profits and Growth:

Amazon’s net profits skyrocketed to over $33.36 billion in 2021, marking a remarkable 56% increase from 2020.
In 2020, Amazon’s net income was $21.33 billion, up 84% from $11.59 billion in 2019. Remarkably, in 2015, Amazon’s profit was just $596 million.

Amazon Prime Membership:

In 2022, a staggering 76.6 million Americans, equivalent to 59% of households, held at least one Prime membership.
Amazon Prime offers a free household feature allowing users to share benefits, with up to two adult profiles, four children’s profiles, and four for teenagers.

Amazon Prime Expansion:

As of October 2021, Amazon Prime expanded its reach to 23 countries after saturating the US market.
Amazon aggressively pursued international expansion following its e-commerce dominance, facing challenges such as logistical and cultural hurdles, particularly in Singapore and India.

Revenue from Subscription Services:

Amazon’s subscription services, including Prime, generated $31.77 billion in net revenue in 2021, marking a 26% increase from 2020.
In 2020, Amazon’s subscription services segment generated $25.21 billion in revenue.
In the first nine months of 2022, Amazon Prime and other subscription services generated $26.03 billion in revenue.

Is Amazon Prime the Right Subscription For You?

Whether or not Amazon Prime is worth it depends on your individual needs and shopping habits. If you shop on Amazon frequently and value-free two-day shipping, then Prime is likely worth the cost. However, if you don’t shop on Amazon often or if you don’t care about free two-day shipping, then Prime may not be worth the cost for you.

Here are some things to consider when deciding whether or not Amazon Prime is worth it for you:

How often do you shop on Amazon?
Do you value free two-day shipping?
Do you want access to Prime Video, Prime Music, and Prime Gaming?
Do you want to take advantage of the other benefits that Prime offers, such as exclusive deals and early access to Lightning Deals?

If you answered yes to most of these questions, then Amazon Prime is likely worth it for you. However, if you answered no to most of these questions, then Prime may not be worth the cost for you. You can check out these latest offers and deals on Amazon Prime membership on our platform. So don’t miss out.

Amazon Coupons Vs Prime Exclusive Discounts

Over the years, Amazon has experienced a significant increase in sales, largely attributed to its exclusive product launches and the distribution of coupons to users worldwide. The Prime Exclusive Discounts have played a crucial role in boosting overall sales on Amazon.

In comparison to Amazon Coupons, the Prime Exclusive Discounts are seller-funded and exclusively available to Amazon Prime members. The key distinction lies in their exclusivity. According to a recent report from Amazon, coupons contribute to a 12% increase in sales, fostering more interactions and transactions, ultimately leading to a growth in revenue.

Amazon Prime is only just getting started…

With over 200 million Prime members worldwide, Amazon has not only redefined convenience but also transformed the way we shop, stream, and save. From lightning-fast deliveries to binge-worthy shows on Prime Video, it’s a lifestyle upgrade that keeps on giving.

Amazon Prime Day’s meteoric sales growth, the diverse demographic of users, and the ever-expanding global reach all add up to a captivating tale of innovation and success.

So, as we revel in the sheer magnitude of Amazon Prime’s influence, one thing is clear: this subscription service is not just a membership; it’s a ticket to a world of endless possibilities, all delivered with that signature Amazon smile.

Amazon Prime User Statistics, Growth & Trends

What is Amazon Prime?