Amazon Prime Member Spending is Even More Important Than We Thought

Last week we noted that US Amazon Prime membership continues to grow, despite its already incredible penetration of the Amazon customer base. We estimate there are 194 million Amazon Prime members in the US. We count individuals with use of a membership, not paying households. All those Amazon Prime members account for 75% of Amazon customers.

We’ve long tracked Amazon Prime members because they are so important to Amazon’s retail sales strategy. On average, Prime members spend about twice as much as non-Prime customers in a given year. This unique aspect of membership has persisted for many years.

CIRP estimates in 2024, Prime members spent $1,170 per year at Amazon.com, compared to $570 per year for non-Prime customers (Chart 1). The variance grew slightly from 2023, but the relative magnitude of the difference has been consistent for the past five years.