Prime Membership Doesn’t Make or Break Holiday Shopping

One more look at Amazon Christmas shopping, if we may. This week we compare US Prime members to non-Prime customers’ average orders in the holiday quarter.

For all their value to Amazon, Prime members don’t somehow become much better Christmas shoppers than non-Prime members. We suspect that Prime members on average are such loyal and consistent customers that they stick with the same shopping patterns even during the holiday season. Non-Prime customers seem to slightly alter their Amazon shopping patterns for the holiday season.

In 2023, US Prime members and non-Prime Amazon customers bought about 2.2 items per order (Chart 1). We see a very slight increase in items per order for the holiday quarter for Prime members.