Prime Membership is Flat (on Top) but Goes Very Deep

Our September quarter survey data is in, and we can update our US Amazon Prime membership and customer penetration estimates. We have been tracking Amazon Prime membership since 2013 when it was a low eight-figure number and annual membership cost $79. Our data set now includes almost 20,000 Amazon shoppers reporting on their most recent purchase, their Amazon shopping habits and technology ownership, and of course, their Prime membership status. 

In the early years, not knowing what would turn out to be most important, we looked at Kindle ownership, Amazon credit card holders, and Prime members to assess how these affiliations affected Amazon shopping patterns. In 2013, there were more Kindle owners than Prime members. Needless to say, that has changed. While other Amazon hardware lines - the Echo device family, Ring home security, Blink cameras, and more - have grown in importance, nothing is more central to the Amazon success story than Amazon Prime membership.