Previous Prime Members - Past Their Prime as Amazon Shoppers

While almost all Prime members keep renewing their membership, CIRP data shows that US Prime membership is basically flat, and we know that Prime keeps recruiting some new members each quarter. So, what’s going on? 

In addition to the segment of monthly pay members who turn their Prime membership on and off, some Prime members do cancel. Our data set includes current Amazon shoppers who previously paid for a Prime membership.

Our data shows that 11% of current Amazon shoppers are former Amazon Prime members (Chart 1). Prime members decide not to renew their membership for many reasons. The primary reason is they made the economic decision that the shipping, streaming video, and other benefits are not worth the cost. Note, a regular Prime membership costs $139 per year, or $14.99 per month, although Amazon does offer lower-priced memberships for low-income customers.