US Amazon Prime Membership Keeps Going Up
With our December 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, we estimate Amazon Prime reached 201 million US members, after finally reaching 200 million members in the September 2025 quarter.
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.
Wall Street analysts care more about the number of paying Amazon Prime members and the associated membership fee revenue. At CIRP we focus on the number of customers using a Prime membership, and we expect Amazon leadership thinks similarly. Amazon makes money when customers shop at Amazon and Amazon Prime members shop more. The number of individuals using a Prime membership is thus a key metric and revenue driver.
CIRP estimates 201 million US Amazon customers had a Prime membership as of the December 2025 quarter (Chart 1). That is a one-year increase of about 4% from 194 million US Amazon Prime members in the December 2024 quarter and up very slightly from the milestone 200 million member estimate last quarter.