Updated US Amazon Prime “Member” Estimate

With our June 2025 survey of recent US Amazon shoppers complete, we can release our latest estimate of US Amazon Prime membership, and importantly, the percentage of Amazon shoppers who used a Prime membership on their most recent purchase. Based on the new data, we see continued slow total member growth, and the percentage of customers with a Prime membership steady.

Note: CIRP estimates the number of individual Amazon shoppers who use Amazon Prime. That includes multiple family members for many subscribers, so it is higher than the number of US households that pay for an Amazon Prime membership. Amazon knows the difference between shoppers and households, so as US Prime membership meets its limit, there may be more focus on bringing those numbers closer together

CIRP estimates 197 million US Amazon customers had a Prime membership as of the March 2025 quarter. That is an increase of about 7% from 184 million US Amazon Prime members in the June 2024 quarter (Chart 1) and also up very slightly from our 196 million member estimate last quarter.