How Does Amazon Prime Membership Keep Growing?

With the data from our most recent quarterly survey in, we now have our estimate of Amazon Prime membership in the US, for the 12 months ending in December 2024. Spoiler alert: it kept growing, steadily but slowly.

The days of double-digit growth are past. Still, US Amazon Prime membership continues to grow consistently. A couple of years ago we concluded, prematurely, that US Amazon Prime membership had plateaued. We thought this in the wake of changes in online shopping during the pandemic. Subsequent quarterly data proved growth continued, although slowly.

CIRP estimates 194 million US Amazon customers had a Prime membership as of the December 2024 quarter. That is an increase of about 10% from 176 million US Amazon Prime members in the December 2023 quarter (Chart 1) and also up slightly from our 189 million member estimate last quarter.

Note, 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.