Amazon Prime Analyst Day 2025 - Recap
CIRP was pleased to be invited to Amazon's first Prime Analyst Day. We met Amazon executives and other analysts, and gained invaluable insights. And we are more convinced than ever that CIRP data can help explain Amazon’s strategies.
Day one, as they say at Amazon, started with a presentation on the future of Prime. The commitment to providing "disproportionate value" for a member’s subscription fee was a new angle and helped explain the mindset around expanding the range of Prime benefits. Since we started looking at Prime member shopping behavior over ten years ago, we have seen the spending lift that Prime membership brings (Chart 1).
Within the range of services offered through Amazon Prime, each is designed to establish a deeper commitment to Amazon and increased shopping. In upcoming reports, we will look at data across a range of Prime “benefits” to assess this impact. Some of the services, like fast delivery, truly drive purchasing, while others have a more indirect impact. We heard engagement with multiple Prime benefits increases member retention, so we will see if it correlates with higher spending, too.