Long-Time Prime Members Visit More, Spend Less

Much thought has gone into the nature of Prime member consumer behavior. With Amazon Prime membership flattening in the US, the shopping lifecycle of a Prime member is gaining importance. How do Prime member shopping habits change over time?

As it turns out, long-term Prime members get comfortable ordering from Amazon more often, and spend less on each order.

By now, more than 16 years after Amazon launched the Prime membership program, over half of US Prime members have had a membership for over three years (Chart 1). A little more than 10% of members are in their first year of membership.