Subscribe & Save Customers Love Their Prime Membership

Last week, we discovered how Subscribe & Save (S&S) ordering separates outstanding Amazon Prime members from merely good ones. US Amazon Prime members with an active S&S order outspend other Amazon Prime members two-to-one.

Our data shows that Amazon Prime renewal rates and renewal intent are very high. While we do not think self-reported intent to renew is necessarily a great predictor of actual future renewal behavior, we know that it is a sound measure of current satisfaction and affinity. Overall, more than 95% of Amazon Prime members report that they will “definitely” or “probably” renew their Amazon Prime membership. It becomes more interesting when we divide Prime members between those with and without a current S&S order (Chart 1).