Subscribe & Save Slows Down a Little

As Amazon Prime matures and growth slows down, we look at other ways Amazon seeks to strengthen its bond with its customers. We’ve analyzed device sales, branded credit cards, streaming video and music content - and Subscribe & Save.

Subscribe & Save (S&S) is of course the program that allows consumers to place a standing order. They can do this for obvious products, like pet food, diapers, and vitamins, and some less obvious, like socks and underwear, really just about anything Amazon sells that seems to lend itself to repeat ordering and even some things that don’t.

Earlier we showed how S&S makes even better customers out of Prime members, including average spending and loyalty. However, recent US Amazon customer data shows that S&S has slowed slightly.

We have data on S&S for the past couple of years. The percent of Amazon customers with a current, active S&S order declined slightly from 2022 to 2023, from 22% to 19% (Chart 1).