Amazon Prime Membership Won’t Stop

Our most recent analysis of Amazon Prime membership in the US, for the 12 months ending in June 2024, shows a continued growth trend. Membership growth has slowed, but that growth continues, nonetheless.

We started estimating US Amazon Prime membership in 2014 and saw years of double-digit growth. After some ups and downs (and perhaps some “flats”) during and after the COVID-19 pandemic, it appears Prime membership in the US has not plateaued, but rather continues to grow slowly. Not coincidentally, Prime members continue to make up a very high percentage of Amazon.com customers overall. 

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 184 million US Amazon customers had a Prime membership as of the June 2024 quarter. That is an increase of about 8% from 170 million US Amazon Prime members in the June 2023 quarter (Chart 1).