Amazon Prime launched over 20 years ago, offering free two-day shipping on a limited catalog of products. Today, the service has an estimated 250 million members globally, who collectively spend hundreds of billions of dollars a year on the platform.
With consistently strong Prime Day events and growing demand for Prime Video, the subscription service is stronger than ever.
Let’s look at the state of Amazon Prime users in this post.
Amazon Prime User Insights At a GlanceÂ
- There are 250 million Amazon Prime subscribers worldwide.
- India has around 25 million Amazon Prime members
- 200 million Amazon Prime members are based in the United States.
- Amazon Prime Day 2025 generated about $24.1 billion in US online sales across retailers, making it the biggest Prime Day event on record.
- Amazon Prime members tend to spend $600 more than non-Prime members.
- Amazon’s subscription-services segment, driven mainly by Prime fees, generated $49.62 billion in revenue in FY2025, up 12% year-over-year.
- Amazon Prime membership is available in 27 countries, while Amazon Prime Video is available in more than 240 countries and territories worldwide.
How Many Amazon Prime Users Are There?
There are an estimated 250 million active Amazon Prime members globally, up from 200 million when Amazon last disclosed an official figure in 2021. The largest share comes from the United States, while India and Europe are the fastest-growing regions.
Here is a table showing the number of Amazon Prime users over the years:
| Year | The Number Of Amazon Prime Users |
| 2016 | 46 million |
| 2017 | 66 million |
| 2018 | 100 million |
| 2019 | 120 million |
| 2020 | 150 million |
| 2021 | 200 million |
| 2022 | 213 million |
| 2023 | 230 million |
| 2024 | 230 million |
| 2025 | 239 million |
| 2026 | 250 million |
Source: Business of Apps
Number of Amazon Prime Subscribers in the United States
There are over 200 million Amazon Prime members in the United States, accounting for 80% of global Amazon Prime membership. This also means that 50% of the United States population has an Amazon Prime membership.
Here is a table showing the growth of Amazon Prime members in the United States:
| Year | Number of users |
| 2013 | 25 million |
| 2014 | 40 million |
| 2015 | 54 million |
| 2016 | 65 million |
| 2017 | 99.7 million |
| 2018 | 112.1 million |
| 2019 | 124 million |
| 2020 | 146.1 million |
| 2021 | 161.7 million |
| 2022 | 168.3 million |
| 2023 | 173 million |
| 2024 | 180.1 million |
| 2025 | 200 million |
| 2026 | Over 200 million |
Source: BOA
Amazon Prime Subscribers in India
India has around 25 million Amazon Prime members, making it one of Amazon’s largest Prime markets outside the United States, and its fastest-growing.
India is also one of the biggest markets for Prime Video. An estimated 65.9 million people in India watch Prime Video (eMarketer), and Prime Video is the country’s leading streaming service, with about 25% of India’s OTT market as of early 2026.
Amazon’s own 2025 numbers show how much Prime members in India use the service:
- Faster delivery than ever. In 2025, Amazon delivered more than 55 crore (550 million) products to Prime members the same day or next day — a 40% jump from the year before. Amazon spent over ₹2,000 crore (about $233 million) on its India delivery network to make this happen.
- Real savings. The average Prime member in India saved more than twice the cost of their yearly membership in 2025 through free, fast delivery alone. The top 10% of members saved more than eight times what they paid.
- Growth is coming from smaller cities. Before Prime Day 2025, over 70% of new Prime sign-ups came from tier 2 and tier 3 cities and towns — the highest ever for a Prime Day.
Prime Day backs this up. Prime Day 2025 was Amazon’s biggest ever in India, with orders peaking at more than 18,000 per minute, about 50% more than 2024.
Note: The India Prime membership number is not an official Amazon figure. It is a carefully considered estimate, drawn from a range of third-party reports and studies.
Amazon Prime User Behavior Statistics
- 57% of US Prime members say free shipping is the main reason they join Prime, while 14% sign up for Prime Video.
- Prime members spend $1,170 yearly on Amazon, as compared to $570 per year for non-Prime members.
- The average Prime Day spend per order was $53.34 in the US in 2025, down slightly from $57.97 in 2024.
- People purchased over 375 million items during Amazon Prime Day 2024, and a record number exceeding that total in 2025 across its four-day format.
- 67% of Prime Day shoppers said they were extremely or very satisfied with the deals offered during Prime Day 2025.
Amazon Prime Day Sales Over The Years
Amazon Prime Day 2025 generated about $24.1 billion in online sales during the four-day sale, making it the biggest Prime Day event ever.
Here is a table showing the Amazon Prime Day sales over the years:
| Year | Sales On Prime Day |
| 2015 | 0.9 billion |
| 2016 | $1.52 billion |
| 2017 | $2.41 billion |
| 2018 | $4.19 billion |
| 2019 | $7.16 billion |
| 2020 | $10.4 billion |
| 2021 | $11.2 billion |
| 2022 | $12 billion |
| 2023 | $12.9 billion |
| 2024 | $14.2 billion |
| 2025 | $24.1 billion |
While U.S shoppers contribute to Amazon Prime Day sales immensely, Indian users aren’t far behind. Prime Day 2025 was India’s biggest ever, with 50% more orders than 2024 and record Prime member participation.
How Fast is Amazon Prime Delivery
Amazon reported record delivery speeds in 2025, with more than 13 billion items delivered the same or next day worldwide. In the US alone, over 8 billion items arrived within that time frame, a 30% year-over-year increase.
Fast delivery is one of the main reasons people use the service. Prime members saved an average of $550 a year in the US on shipping, and globally, members saved over $105 billion through fast, free delivery benefits.
Another shift is what people are ordering. Around half of the items delivered the same or next day in the US were groceries and everyday essentials, showing how Prime is being used not just for occasional purchases but for regular household needs.
Source: Amazon News
Amazon Added Alexa+ as a New Prime Benefit in 2025
Amazon introduced Alexa+, a generative AI assistant included at no extra cost for Prime members in the US. The feature works across voice devices, the Alexa app, and the web. Tens of millions of users joined the early access program, highlighting growing interest in AI-powered features within the Prime ecosystem.
Amazon Prime Video Users
More than 338 million people around the world have subscribed to Amazon Prime Video. The largest number of subscribers comes from the United States, with over 163.6 million people signed up. India follows closely behind with 65.9 million subscribers.
Here is a table showing Amazon Prime video members in different countries:
| Country | No. of Amazon Prime Video Subscribers |
| United States | 163.6 million |
| India | 65.9 million |
| United Kingdom | 26.9 million |
| Germany | 32.3 million |
| France | 13.6 million |
| Canada | 14.6 million |
| Australia | 4.9 million |
| Japan | 16.2 million |
Source: EMARKETER
Amazon Prime Video Pricing in Selected Countries
| Country | Price per Month (USD) |
| Egypt | $0.57 |
| Turkey | $0.20 |
| Nigeria | $1.43 |
| Singapore | $4.99 |
| Argentina | $2.99 |
| India | Included with Prime |
| Brazil | $2.99 |
| Japan | $4.17 |
| United Kingdom | $11.9 |
| United States | $14.99 for Prime |
Amazon Prime Video costs less in different countries. In India, it’s 86% cheaper than in the United States.
Source: Statista
Amazon Music Users
Amazon Prime Music holds 13.3% of the global music streaming market share with 80 million users. The service has grown by 45% since 2020.
Here is a table showing the growth of Amazon Prime Music over the years:
| 2017 | 8 million |
| 2018 | 16 million |
| 2019 | 32 million |
| 2020 | 55 million |
| 2021 | 63 million |
| 2022 | 74 million |
| 2023 | 80 million |
Source: Business of Apps and Exploding Topics.
Amazon Revenue Over The Years
According to Amazon’s financial filings, total net sales grew 12% year-over-year, from $638.0 billion in 2024 to a record $716.9 billion in 2025, and momentum has continued, with trailing-twelve-month net sales reaching $742.8 billion as of Q1 2026.
In its most recent quarter (Q1 2026, ended March 31, 2026), Amazon posted net sales of $181.5 billion, up 17% year-over-year, with net income of $30.3 billion.
Amazon’s subscription-services segment, which Amazon defines as Prime membership fees plus digital video, music, and audiobook subscriptions, generated $49.62 billion in FY2025, up roughly 12% from $44.37 billion in 2024. The segment continued growing into 2026, posting $13.43 billion in Q1 2026 alone, up 15% year-over-year.
Here is a table showing the growth in Amazon’s revenue over the years:
| Year | Amazon Revenue |
| 2026 (Q1) | $181.5 billion |
| 2025 | $716.9 billion |
| 2024 | $638 billion |
| 2023 | $575 billion |
| 2022 | $513.98 billion |
| 2021 | $469.82 billion |
| 2020 | $386.06 billion |
| 2019 | $280.52 billion |
| 2018 | $232.89 billion |
| 2017 | $177.87 billion |
| 2016 | $135.99 billion |
| 2015 | $107.01 billion |
| 2014 | $88.99 billion |
Source: Amazon Investor Relations
