Did We Speak Too Soon? Amazon Prime Grows in the US

We started tracking Amazon Prime membership in 2013 when we estimated there were 16 million members in the US. Membership took off from there, with years of double-digit annual increases as the total number of Amazon Prime members in the US grew ten-fold. After a late boost from increased online shopping during the Covid pandemic, we saw growth in Prime membership slow down, and theorized that it had met its theoretical limit. Amazon Prime membership was pretty flat from December 2021 to December 2022, but over the past year growth picked up again, at least a little.

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 176 million US Amazon customers had a Prime membership as of the December 2023 quarter. That is an increase of about 5% from 168 million US Amazon Prime members in the December 2022 quarter (Chart 1).