The Amazon Ecosystem

As Amazon Prime Day(s) begins, though the focus is on price-driven sales, we want to take a broader look at Amazon shoppers. The logic behind Prime membership is to motivate Amazon customers to engage with the company in more ways and more often, to make them better customers. There are a myriad of ways for Amazon customers to take advantage of their Amazon Prime membership and connect with Amazon.

In this report we look at six primary Amazon customer affiliations to understand what we could call the Amazon “ecosystem”. Unlike the Apple ecosystem, where owning multiple devices is the benchmark, and owning all of them is the pinnacle, the Amazon ecosystem has many touchpoints. So, we focus on how many an individual customer partakes of, rather than focusing on 100% ecosystem customers.

Importantly, Amazon Prime is relatively ubiquitous for US Amazon shoppers, with about three-quarters of US Amazon customers having a membership (Chart 1). Note this level of participation has remained relatively stable for a few years. Other meaningful devices and services individually engage 20% to 56% of US Amazon customers, and only 15% of Amazon customers do not engage in any way beyond routine shopping at Amazon.com.