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Number of Amazon Prime Members (2024)

by Josh Howarth
February 1, 2024

Amazon’s subscription-based membership program, Amazon Prime, has truly taken off in recent years.

First introduced in 2005, Prime is now a household name, delivering products and streaming content to millions in the US and worldwide.

Below, we’ll take a look at the latest data related to Amazon Prime members.

Contents

Top Stats Related to the Number of Amazon Prime Members

  • There are around 200 million Amazon Prime members worldwide
  • The number of Prime members doubled between 2017 and 2020
  • Amazon’s US marketplace gets over 4x more visits than any other marketplace
  • 2 in 3 US internet users have an Amazon Prime subscription

How Many Amazon Prime Members Are There?

According to the most recent available data, there are approximately 200 million Amazon Prime members.

amazon-prime-members-min.webp

However, Amazon hasn't disclosed a specific figure since 2020. Which, based on historical trends, means that it’s likely that this number has risen significantly since then.

Source: Marketplace Pulse

Amazon Prime’s Growth Over Time

The past few years have seen rapid growth for Amazon’s subscription service.

In fact, between 2017 (100 million) and 2020 (200 million), the number of Prime members doubled.

amazon-prime-growth-min.webp

Here’s a look at annual Amazon Prime membership figures since 2008:

Year Amazon Prime Members Change Over Previous Year Change Over Previous Year (%)
2008 1 million - -
2009 2 million ↑ 1 million ↑ 100%
2010 3 million ↑ 1 million ↑ 50%
2011 4 million ↑ 1 million ↑ 25%
2012 7 million ↑ 3 million ↑ 75%
2013 20 million ↑ 13 million ↑ 186%
2014 31 million ↑ 11 million ↑ 55%
2015 46 million ↑ 15 million ↑ 48%
2016 65 million ↑ 19 million ↑ 41%
2017 100 million ↑ 35 million ↑ 53%
2018 125 million ↑ 25 million ↑ 25%
2019 150 million ↑ 25 million ↑ 20%
2020 200 million ↑ 50 million ↑ 33%

The vast majority of Amazon Prime members access the US marketplace.

Looking at total monthly web visits, amazon.com sees over 4x more than any other marketplace.

Here’s a breakdown of the top 10 Amazon Marketplaces by monthly web visits:

Rank Amazon Marketplace Country Total Monthly Web Visits
1 amazon.com US 2.78 trillion
2 amazon.co.jp Japan 620 billion
3 amazon.de Germany 548 billion
4 amazon.co.uk UK 442 billion
5 amazon.in India 332 billion
6 amazon.it Italy 229 billion
7 amazon.fr France 209 billion
8 amazon.ca Canada 193 billion
9 amazon.es Spain 178 billion
10 amazon.br Brazil 113 billion

As Amazon Prime’s popularity has increased, so has the amount of marketplace sellers offering prime shipping.

Between December 2017 and December 2021, the proportion of Amazon Marketplace sellers offering Prime shipping increased by 17.12%.

This is how the share of Amazon Marketplace sellers offering Prime shipping has changed over time:

Month, Year Share of Amazon Marketplace Sellers Offering Prime Shipping Six-Month Change
Jun, 2017 59.66% -
Dec, 2017 66.21% ↑ 6.55%
Jun, 2018 67.65% ↑ 1.44%
Dec, 2018 73.08% ↑ 5.43%
Jun, 2019 77.88% ↑ 4.8%
Dec, 2019 84% ↑ 6.12%
Jun, 2020 77.73% ↑ 13.73%
Dec, 2020 84.75% ↑ 7.02%
Jun, 2021 82.13% ↓ 2.62%
Dec, 2021 83.33% ↑ 1.2%

Source: Marketplace Pulse, Marketplace Pulse

US Amazon Prime Members Over Time

There are an estimated 167.2 million Amazon Prime members based in the US. Overall, Americans account for around 3 in 4 Prime members.

US Amazon Prime Members doubled from 40 million in Q4 2014 to 80 million in Q1 2017.

This figure almost doubled again by Q2 2021 (153 million).

Here’s how Prime members have increased over time in the US:

Q, Year US Amazon Prime Members
Q4 2014 40 million
Q2 2015 44 million
Q3 2015 47 million
Q4 2015 54 million
Q1 2016 58 million
Q2 2016 63 million
Q1 2017 80 million
Q2 2017 85 million
Q4 2017 92 million
Q2 2018 95 million
Q3 2018 97 million
Q4 2018 101 million
Q1 2019 103 million
Q2 2019 105 million
Q4 2019 112 million
Q1 2020 118 million
Q3 2020 126 million
Q4 2020 142 million
Q1 2021 147 million
Q2 2021 153 million

And here’s a breakdown of the annual figures for Amazon Prime members:

Year US Amazon Prime Members Change Over Previous Year
2017 99.7 million -
2018 112.1 million ↑ 12.4 million
2019 124 million ↑ 11.9 million
2020 146.1 million ↑ 22.1 million
2021 159.8 million ↑ 13.7 million
2022 163.5 million* ↑ 3.7 million
2023 167.2 million* ↑ 3.7 million
2024 171.8 million* ↑ 4.6 million
2025 176.2 million* ↑ 4.4 million

*Predicted figures

Sources: Digital Commerce 360eMarketer

Proportion of US Amazon Prime Members

As US Amazon Prime members have increased, so too has the proportion of US Amazon users signing up for the subscription service.

In December 2015, just under half (47%) of all US Amazon users were signed up to Amazon Prime.

By September 2021, the share of US Prime members stood closer to two-thirds (65%).

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Here’s a look at how the share of US Amazon customers who are also Prime members has changed in recent years:

Month, Year Proportion of US Amazon Customers Who Are Prime Members
Dec, 2015 47%
Sep, 2016 52%
Sep, 2017 63%
Dec, 2018 62%
Dec, 2019 65%
Sep, 2021 65%

Source: eMarketer

US Household Stats for Amazon Prime Members

It is not uncommon for Amazon users to share accounts.

It is predicted that over 15 million more US households have a Prime subscription compared to 2018.

As such, here’s how the number of US households with a Prime subscription has changed since 2018:

Year US Households with a Prime Subscription Change Over Previous Year
2018 60.1 million -
2019 66.4 million ↑ 6.3 million
2020* 71.3 million ↑ 4.9 million
2021* 74.4 million ↑ 3.1 million
2022* 76.6 million ↑ 2.2 million

*Predicted figures

Source: Consumer Intelligence Research Partners

US Generational Data for Amazon Prime Members

Around 2 in 3 (67.1%) internet users in the United States have an Amazon Prime subscription.

us-internet-users-with-amazon-prime-m...

Millennials (76.9%) and Bridge Millennials (79.7%) lead the way for proportion of US Amazon Prime members.

While, perhaps unsurprisingly, Baby Boomers and seniors have the lowest proportion. Although, over half (51.4%) have an Amazon Prime subscription.

Here are the numbers in full:

Generation Proportion of US Internet Users with Amazon Prime Difference to Average
Generation Z 56.7% - 10.4%
Millennials 76.9% + 9.8%
Bridge Millennials 79.7% + 12.6%
Generation X 70.8% + 3.7%
Baby Boomers and Seniors 51.4% - 15.7%
Average 67.1% -

Source: PYMNTS

Amazon Prime Day Statistics

Amazon Prime Day has become the cornerstone of the Amazon Prime subscription package.

Each year, increasingly more people flock to the site in search of heavily reduced products exclusively available through the Amazon Prime subscription service.

In 2015, just under $1 billion worth of sales were made on Amazon Prime Day. Amazon products accounted for over half (54.5%) of all items sold that day. In comparison, third-party vendors accounted for the remaining 45.5% of sales.

Since then, Amazon Prime Day sales have increased year-over-year by at least $620 million, first surpassing the 10 billion mark in 2020.

Most recently, 2022’s Amazon Prime Day saw approximately $12 billion in sales. And 62.8% of those sales were for Amazon products.

amazon-prime-day-sales-min.webp

Below, is a look at Amazon Prime Day’s rising sales since 2015:

Year Amazon Prime Day Sales Proportion of Amazon Products Sold on Prime Day Change Over Previous Year Change Over Previous Year (%)
2015 $0.9 billion 54.5% - -
2016 $1.45 billion 57.8% ↑ $0.55 billion ↑ 61.11%
2017 $2.33 billion 57.8% ↑ $0.88 billion ↑ 60.69%
2018 $4.15 billion 64% ↑ $1.82 billion ↑ 78.11%
2019 $7.16 billion 68% ↑ $3.01 billion ↑ 72.53%
2020 $10.39 billion 64.9% ↑ $3.23 billion ↑ 45.11%
2021 $11.19 billion 64% ↑ $0.9 billion ↑ 7.7%
2022 $12.09 billion 62.8% ↑ $0.8 billion ↑ 8.04%
2023 $12.9 billion - ↑ $0.81 billion ↑ 6.7%

Sources: Digital Commerce 360, Statista

Amazon Prime Day Purchasing Stats

A whole range of products are purchased on Amazon Prime Day.

A recent survey suggests that household essentials are the most popular purchase with 29% of respondents claiming to buy a household product on Amazon Prime Day.

Health & beauty (28%) and consumer electronics (27%) follow closely behind.

amazon-prime-day-purchasing-min.webp

Here’s a look at the breakdown of consumer purchases on Amazon Prime Day 2022:

Rank Purchase Type Proportion of Amazon Prime Day Consumers Purchasing
1 Household Essentials 29%
2 Health & Beauty 28%
3 Consumer Electronics 27%
4 Apparel & Shoes 25%
5 Home & Garden 22%
6 Grocery 17%
7 Smart Home Devices 16%
8 Pet Cares 15%
9 Toys & Video Games 15%

Source: Numerator

Conclusion

In a relatively short space of time, Amazon Prime has skyrocketed.

Amazon’s paid subscription service is going from strength to strength with each passing year.

And growth is unlikely to slow down as Amazon Prime Day continues to gather pace.

For more related content, take a look at Most Searched Products On Amazon (2023) and Best Products To Sell On Amazon.