Why Prime Matters - Amazon Spending Habits Persist

As Amazon Prime grows slowly, it remains an enormous factor in Amazon’s success. Our estimates of how much US Prime members spend in a year show the importance of this huge group of shoppers who put their money where their mouse is and pay an annual or monthly fee to solidify their association with Amazon.

Since we started tracking Amazon Prime membership and member shopping habits, Amazon Prime members individual annual spending is about twice as much as non-Prime customers. Any changes in online shopping behavior during the pandemic did not change that reality.

CIRP estimates in the US, customers with a Prime membership spend on average $1,100 per year, compared to $600 per year for customers without a Prime membership (Chart 1).