Report: Prime members now represent 63 percent of Amazon’s US customers

Prime subscribers will drive more than $117 billion in spending on Amazon this year, according to estimates.

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Consumer Intelligence Research Partners (CIRP) has released a new estimate of the number of Amazon Prime subscribers in the US market. The firm says there are now 90 million members, or 63 percent of US Amazon customers.

That’s up from an estimated 85 million in July and 80 million in April of this year. CIRP has previously estimated Prime members spend almost twice what non-members spend on Amazon purchases.

Amazon Prime Customer Growth

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Prime subscribers spend an average of roughly $1,700 per year versus about $700 for non-Prime members, according to the report. That translates into about $117 billion in top-line revenue generated by Prime customers.

Amazon Prime Customers Spend Almost 2x More Annually

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Source: CIRP estimates (10/17)

CIRP added that 95 of current Prime members surveyed said that they would “definitely” or “probably” renew their memberships. This matters because there’s a broader halo effect that Prime creates:

Prime is now 12 years old and plays an outsized role the company’s strategy and success. It may well the most successful loyalty program in existence.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Greg Sterling
Greg Sterling is a Contributing Editor to Search Engine Land, a member of the programming team for SMX events and the VP, Market Insights at Uberall.

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