US Amazon Prime Membership Over the Past 12 years, Continued - What Percentage of Customers?

As we noted last week, we marvel at the growth in US Amazon Prime membership, as we’ve followed it for over a decade. We looked at the magnitude of Amazon Prime, in number of members. Now we want to look at the percentage of Amazon.com customers who are Prime members.

As a reminder, CIRP started measuring Amazon Prime membership toward the end of 2013, about eight years after Amazon introduced the program. At that point we estimated there were 17 million US members, and those members accounted for about 20% of Amazon transactions (Chart 1). Three years later, Amazon Prime members accounted for more than half of Amazon transactions, and that has grown to about three-quarters of customers in our latest reports.