Amazon Prime Membership

New Study Reports Amazon Prime Membership Hits 90 Million

By Rob Stott

According to a new report from Consumer Intelligence Research Partners, LLC, Amazon Prime membership has reached 90 million U.S. members, up nearly 40 percent during the same time period last year. CIRP bases this information off of a survey of 500 U.S. consumers who made purchases through Amazon during the most recent quarter, which ended September 30th. According to its research, CIRP estimated that 63 percent of Amazon customers are Prime members.

“Amazon Prime membership continued its steady growth as in recent quarters,” Josh Lowitz, Partner and Co-Founder of CIRP, said in a statement. “Membership grew 6 percent in the most recent quarter, the same rate as in the June 2017 quarter, and better than the 3 percent in the year-ago September 2016 quarter. Over the past twelve months, Prime grew by 38 percent, the same growth rate as in the same twelve-month period the year before, from October 2015 to September 2016.”

Since September 2015, Prime membership numbers have essentially doubled, based on CIRP’s analysis.



Not only are Prime membership numbers growing, the customer base is actually becoming more and more loyal. According to CIRP’s research, during the September 2017 quarter, 95 percent of Prime members reported that they would either “definitely” or “probably” renew their Prime membership—that’s up slightly from the 94 percent who said the same last year.

“Even as Amazon Prime adds late adopters to the ranks of Prime members, loyalty remains high,” said Mike Levin, Partner and Co-Founder of CIRP. “The share of members that indicate they are likely to renew for another year has remained high for several quarters, always comfortably above 90%. In fact, in some quarters, literally no customers in the sample indicated they would definitely not renew their Amazon Prime membership.”