Amazon Prime Retention Rates are Steady and Very High

As US Amazon Prime membership growth flattened in 2022, CIRP finds that member retention and new member conversion rates remained steady, at already-high historic levels. This suggests that the Amazon Prime membership plateau is not being caused by greater churn with current members quitting and being replaced by new members, but rather there are not a lot of new potential Amazon Prime members left in the US. 

CIRP analyzes Amazon Prime conversion and retention rates. Conversion rate is the percentage of Amazon Prime members that start a paid membership after a 30-day free trial. Retention rate is the percentage of Amazon Prime members that renew their membership each year.

The Amazon Prime conversion rate has remained steady, with more than two-thirds of free trial members becoming paid members. The Amazon Prime retention rate has moved slightly higher from its already extraordinary level. (Chart 1).