Amazon Prime Membership is a Big Deal Everyday - Not Just Today and Tomorrow

Just in time for Amazon Prime Big Deal Days today and tomorrow, we produced our estimate of Amazon Prime membership in the US, for the 12 months ending in September 2024. The days of double-digit growth are over, yet Amazon continues to grow the base of customers that are so committe d to Amazon shopping that they pay to formalize the relationship. 

CIRP started measuring US Amazon Prime membership toward the end of 2013, estimating there were 17 million members at that point. A year later, the estimated number grew to 29 million. Over the decade that growth slowed, and at one point we thought it had finally stopped. Amazon continues to add Prime members in the US, and Prime members continue to make up a very high percentage of Amazon.com customers. 

Remember, CIRP estimates of US Amazon Prime membership are the number of individual Amazon shoppers who use Amazon Prime, which is higher than the number of US households that pay for an Amazon Prime membership. 

CIRP estimates 189 million US Amazon customers had a Prime membership as of the September 2024 quarter. That is an increase of about 9% from 173 million US Amazon Prime members in the September 2023 quarter (Chart 1) and up from our 184 million member estimate last quarter.