US Amazon Prime Membership Finally Hits 200 Million

With our September 2025 survey of recent US Amazon shoppers complete, we can release our latest estimate of US Amazon Prime membership, as well as the percentage of Amazon shoppers who used a Prime membership on their most recent purchase. Based on this new data, Amazon Prime finally hit the 200-million-member mark in the US, after several quarters of slow, but steady growth toward that milestone.

Note: CIRP estimates the number of individual Amazon shoppers who use Amazon Prime. That includes multiple family members for many subscribers, so this estimate is higher than the number of US households that pay for an Amazon Prime membership.

Amazon knows the difference between Prime shoppers and paid Prime member households, so as US Prime membership approaches its limit, there may be a growing focus on bringing those numbers closer together. Amazon does not want to reduce the number of Amazon Prime membership users, but it certainly would not mind having more paid memberships associated with them. We expect Amazon to continue its efforts to attract members by emphasizing the benefits of Prime, rather than policing shopping and limiting Prime membership sharing.

CIRP estimates 200 million US Amazon customers had a Prime membership as of the September 2025 quarter. That is an increase of about 6% from 189 million US Amazon Prime members in the September 2024 quarter (Chart 1) and up very slightly from our 198 million member estimate last quarter.