Prime Members: Almost Three-Quarters of Amazon Shoppers

As observers debate how well Amazon is doing and will do, everyone eventually turns to Amazon Prime, the long-time pillar of Amazon’s retail consumer strategy. Amazon of course discloses almost no information about Prime membership. Investors and other interested folks have to be creative to assess how big Prime has become, and how Prime members behave. CIRP is here to help.

In addition to estimating the number of Prime members, measuring penetration Prime membership into the US Amazon customer base is key. Each quarter, CIRP estimates the percentage of Amazon customers in the US that had a Prime membership when they last bought something from Amazon. As a reminder, CIRP surveys US consumers that made a purchase from Amazon in the 90 days (one quarter) preceding the survey.

In the most recent twelve month period, ending with the September 2023 quarter, almost three-quarters of Amazon customers were Prime members (Table 1).