35+ Amazon Prime Statistics & Data: A Must Know in 2024
Amazon Prime is a key service in online shopping that offers numerous benefits like fast shipping and exclusive content to its subscribers.
But just how extensive is Amazon Prime’s impact?
With that in mind, we’ll deep dive into some of Amazon Prime statistics that reveal the extent of Amazon Prime’s influence. 📈🛍️
Amazon Prime Statistics: The Key Numbers
- Amazon Prime has more than 200 million subscribers worldwide.
- About 65% of U.S. Amazon shoppers were Prime members.
- The number of Amazon Prime members in the United States is expected to exceed 180 million by 2024, up from 168.5 million in 2022.
- 81% of internet users aged 18 to 34 in the United States have a paid Amazon Prime membership.
- Amazon Prime’s retail subscription fees generate $25.21 billion in annual revenue.
- 82% of US households are members of Amazon Prime.
- With $12.7 billion in sales, Amazon Prime Day in 2023 set a new record.
- Amazon Prime members spend an average of $1,400 per year in the United States.
- 72% of U.S. residents receive same-day or next-day delivery from Amazon Prime.
- More than 175 million customers use Amazon Prime Video.
Source: (Amazon, Statista, Backlinko, Digital Commerce 360, Gizmodo, Statista, CNBC, Variety Magazine.)
We recommend reading our Amazon facts page if you’re interested in learning more in-depth information about Amazon users, market share, product sales, and other topics not covered in this resource page.
Amazon Prime User Statistics
Amazon Prime is present in most US households. The Amazon membership numbers have increased greatly over recent years. Here is what the numbers show about this trend:
- As of 2024, Amazon has 180 million Prime members in the US.
- Amazon Prime memberships in the United States are up 8% from last year.
- Over the last five years (2019–2024), Amazon Prime users have grown 42.94%.
- Between 2017 and 2024, the number of Amazon Prime users increased by 80.4 million.
- 82% of US households are members of Amazon Prime.
Source: Statista
Amazon Prime User Age (US)
Amazon Prime is popular among people in their 30s and 40s. Here’s a quick look at how different age groups who use Amazon Prime:
- Most Prime buyers are 30-39 and 40-49 years old, each accounting for 25%.
- Most Non-Prime buyers are 21–29 years old, making up 21%.
- There are 20% Prime buyers and 12% Non-Prime buyers in the 60+ age group, indicating that more older customers choose Prime.
Source: BI Inteligence
Top Reasons for Subscribing to Amazon Prime Statistics
Free shipping is a key reason why most people sign up for Amazon Prime. Here are the main reasons folks decide to subscribe:
- 79% of consumers cited free shipping as the primary reason for subscribing to Amazon Prime.
- 11% of consumers cited Prime Video as the primary reason.
- 4% of consumers cited Prime Music as the primary reason.
- 2% of consumers cited Prime Reading as the primary reason.
- 2% of consumers cited Twitch as the primary reason.
- 1% of consumers cited Prime Photos as the primary reason.
- 1% of consumers cited other reasons.
Source: Statista
Top Reasons for Not Subscribing to Amazon Prime
A lot of people skip subscribing to Amazon Prime because of the cost and not using it enough. Here are the main reasons why some folks decide to pass on it:
- 67% of non-Amazon Prime members cited that they don’t want to pay the annual fee.
- 41% of non-Amazon Prime members stated that they don’t shop on Amazon enough to justify the expense.
- 25% of non-Amazon Prime members are just not interested in the service.
Source: Mintel Reports
Amazon Prime Day Statistics
Amazon Prime Day is a time when customers save more and small businesses gain support worldwide. Here is a look at the key statistics that show its continued growth:
- In 2023, worldwide Prime Day sales reached an estimated $12.9 billion U.S.
- Amazon reported that during Prime Day 2023, shoppers purchased more than 375 million items, up from 300 million the previous year.
- On Amazon Prime Days, 25% more items were sold than the previous year.
- Amazon Prime Day sales in 2023 increased by 6.7% compared to 2022.
- The average order amount for Prime Day increased to $56.64 from $53.14 a year ago.
- Prime members have saved over $2.5 billion on millions of Amazon.com deals.
- US shoppers spent $6.4 billion on the first day of Amazon Prime Day.
- The Fire TV Stick was the best-selling product globally during Prime Day.
- On July 15, 2015, Prime Day debuted.
- Customers purchased over 100 million small business items in the three weeks leading up to Prime Day in 2022.
Sources: (Statista, CNBC, Pymnts, Forbes, Amazon, Cord Cutters News)
Amazon Prime Members’ Purchasing Frequency Statistics
Amazon Prime members shop way more often than non-Prime members. Here’s a breakdown of how frequently Prime members are hitting that ‘Buy Now’ button compared to non-Prime members:
- Daily Purchases: 7% of Prime members vs. 2% of non-Prime members.
- A Few Times Per Week: 20% of Prime members vs. 3% of non-Prime members.
- Weekly Purchases: 21% of Prime members vs. 8% of non-Prime members.
- Monthly Purchases: 14% of Prime members vs. 22% of non-Prime members.
- Every Few Months: 11% of Prime members vs. 37% of non-Prime members.
Source: Enterprise Apps Today
Amazon Prime Members VS Non-Prime Spending Statistics
Amazon Prime members tend to spend a lot more than non-Prime customers. Check out these stats showing the spending differences between the two groups:
- Only 7% of Prime members spend less than $25, compared to 26% of non-Prime customers.
- 11% of Prime members spend $25-$50, while 25% of non-Prime customers fall into this category.
- 19% of Prime members and 21% of non-Prime customers spend $50-$100.
- 25% of Prime members spend $101-$200, outpacing the 15% of non-Prime customers.
- A notable 39% of Prime members spend more than $200, compared to just 13% of non-Prime customers.
Source: RBC Captial Markets
Amazon Prime Video Statistics
Amazon Prime Video is killing it in the streaming game with some seriously impressive stats. Check out these highlights to see how it’s taking over:
- Prime Video is expected to have 250 million global subscribers by 2027.
- Amazon Prime Video had the highest market share in the US SVOD market as of the second quarter of 2023, at 21%.
- Amazon Prime Video has 220 million global subscribers.
- Amazon has approximately 75 million videos available on Prime Video.
- In 2022, Amazon Prime Video earned $5.16 billion.
- Amazon Prime Video is subscribed to by 39% of adults in the United States.
- 15% of respondents in the United States used Amazon Prime Video daily in 2022.
- Amazon Prime Video users between the ages of 25 and 34 account for 32.63% of all users.
- A user watches Prime Video for 5 hours and 22 minutes on average.
- There are 39.08% female prime video subscribers and 60.92% male subscribers.
Sources: (Statista, sellcell, Enterprise Apps Today, Epicwin App, Thrivemy Way)