Monthly Pay Prime Members are Still Really Good Customers

In December 2016 Amazon started offering Prime members an alternative to annual renewal, which at the time cost $99, with a $10.99 per month option. In an effort to make Prime membership more accessible, Amazon took on the risk of monthly-pay Prime members cherry-picking their membership months to concentrate their use of the Prime membership features and benefits. 

Presumably some members would join for big shopping months or to binge watch their favorite Prime Video programs before putting their membership on hiatus. The more accessible monthly membership fees have been a success, however. Today, one-half of Prime members pay monthly.