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How Many People Use Amazon Prime in 2023? A Deep Dive into the Stats

Amazon Prime has become such an ingrained part of the e-commerce experience that it‘s hard to imagine shopping online without it. The membership program first launched in 2005, offering free two-day shipping on millions of products for an annual fee. Since then, it has evolved into an expansive suite of perks like streaming entertainment, photo storage, discounted pharmacy items and much more.

But just how big is Amazon Prime today? Let‘s examine the key statistics around its adoption, usage and growth.

Prime Membership Base Touches Over 200 Million Globally

As per Amazon‘s Q1 2021 earnings release, Prime crossed the 200 million member milestone globally. This includes both paid subscriptions and free trials. For perspective, Amazon Prime had around 40 million subscribers in 2014. So in just 7 years, membership has grown 5x.

Several factors have spurred this rapid adoption:

  • Continuous expansion of Prime benefits – Amazon keeps adding new perks to the program, from Prime Video to Amazon Pharmacy discounts. This increases the value proposition.
  • Amazon‘s dominant position in e-commerce – More people shopping online turn to Prime for the convenience and savings.
  • Price increases – Despite raising the annual US fee from $79 to $139 over the years, Prime subscriptions have surged. This highlights the pricing power of the service.
  • International growth – Prime is now available in over 20 countries, fueling membership growth outside the US.
  • Marketing and awareness – Heavy promotion during key events like Prime Day helps attract new subscribers.
  • Household accounts – Options for families and teens further drive membership sign-ups.

Surveys Show High Prime Penetration Among U.S. Online Shoppers

Surveys consistently highlight how ubiquitous Amazon Prime has become among e-commerce shoppers in the United States.

  • According to Feedvisor, over 91% of U.S. Amazon customers were Prime members as of 2021.
  • A Prosper Insights & Analytics survey found 87% of adult Amazon shoppers in the U.S. had a Prime membership.
  • Among millennial online shoppers, Prime penetration is estimated to be as high as 94% according to Bloomberg.

Clearly, Prime has become almost synonymous with online shopping for most U.S. consumers today. The benefits like free shipping and entertainment perks make it an attractive choice for frequent e-commerce spenders.

Here‘s a Breakdown of U.S. Prime Members by Demographic

Prime‘s appeal is widespread among different demographic cohorts in the U.S.:

  • 81% of U.S. millennials (aged 18-34) pay for Prime access.
  • 68% of Generation X (aged 35-54) are Prime members.
  • 60% of baby boomers (aged 55+) subscribe to Amazon Prime.
  • 73% of households with income over $150,000 per year have Prime.
  • 67% of Prime members are female based on a Consumer Intelligence Research Partners survey.

Younger generations like millennials and Gen Z index higher in terms of Prime adoption. But it is popular across age groups, especially those in higher income brackets.

Canada Marks the Service‘s Largest Presence Outside the U.S.

The U.S. is Amazon‘s home turf and accounts for the bulk of Prime members. But the benefits have also attracted millions of subscribers in other countries.

Canada is Prime‘s largest market outside America. An estimated 43% of Canadians had a Prime membership as of 2022 according to a 451 Research survey.

In fact, over 55% of Canadians polled said they have used Amazon Prime before, even if they didn‘t have their own membership. This indicates the popularity of sharing Prime benefits within households.

Usage of Prime services like Prime Video has also soared in Canada. Viewership more than doubled from 7 million in 2019 to over 12 million in 2021 according to Media Technology Monitor.

Most Members Use Shipping Most, But Media Usage Rising Over Time

According to Feedvisor‘s survey, nearly 90% of U.S. Prime members cite free express shipping as the top benefit. But other perks like video/music streaming, photo storage, Kindle ebooks, and gaming have risen in usage too.

In particular, Prime Video has seen its usage shoot up in recent years. According to analytics firm SimilarWeb, time spent on Prime Video jumped 50% year-over-year during the pandemic in 2020.

This highlights how Prime‘s media and content offerings are gaining increased traction as Amazon expands its catalog with original programming and titles licensed from other studios.

Here‘s a Breakdown of Key Amazon Prime Usage Statistics:

  • 90% use free 2-day shipping
  • 55% watch Prime Video regularly
  • 50% listen to Prime Music
  • 40% regularly shop Prime Day deals
  • 35% use Prime benefits when shopping on Amazon Fresh
  • 15% utilize Prime Reading ebooks
  • 5% use Prime Pharmacy discounts

So while fast, free delivery remains the cornerstone, Prime‘s bundled benefits help boost engagement across Amazon‘s ecosystem from entertainment to groceries.

Member Spending Power Reflected in Prime Day Revenue

Amazon‘s Prime Day mega sale offers a glimpse into the purchasing power of Prime subscribers. Total sales during the 2-day event have skyrocketed from $900 million in 2015 to $11 billion in 2021.

Some stats on Prime Day‘s growth:

  • 2015 – $900 million
  • 2017 – $2.4 billion
  • 2019 – $7.16 billion
  • 2021 – $11.19 billion

No other retailer generates this level of spending in such a limited window. It demonstrates why Amazon invests heavily in Prime – members show tremendous loyalty and purchasing power.

Revenue from Prime Fees Surpasses $35 Billion

All those Prime subscriptions add up. In 2022, revenue from membership fees and other program-related contributions reached $35 billion.

To put the growth into perspective, this revenue stream was just $2.7 billion in 2014. Over an 8-year period, it has expanded over 13x.

Prime fees represent close to 7% of Amazon‘s total $513 billion net sales in 2022. So it forms a small but significant portion of the e-commerce giant‘s top line.

Analysts Expect Prime Membership to Exceed 300 Million by 2027

According to estimates by Consumer Intelligence Research Partners, Amazon Prime could exceed 300 million members globally by 2027.

Domestic growth may be slowing, but expansion into new international markets and demographic segments will power rapid growth in the coming years.

India is expected to be a key driver with the country‘s e-commerce sector still in the nascent stages. Amazon is also exploring new membership tiers like a Prime Lite offering for cost-conscious consumers.

Challenges Remain Around Acquisition and Member Retention

While adoption is surging, analysts point to some challenges Amazon faces around Prime:

  • Rising costs of benefits – Free shipping, video content, and other perks add to expenses while Amazon aims to maintain margins.
  • Acquisition saturation – Much of U.S. online shoppers already have Prime, making it harder to find new subscribers domestically.
  • Member churn – Some price-sensitive subscribers opt to drop out after free trials. Younger demographics also tend to be fickle in memberships.
  • Competition – Retailers like Walmart, Target, and Best Buy have their own membership programs vying for consumer share of wallet.

Nevertheless, Prime still demonstrates exceptional retention rates and remains unmatched in its bundled benefits. Continued international expansion and new tiers can help Amazon overcome near-term hurdles.


A look at the numbers makes it evident how Amazon Prime has completely reshaped online shopping behavior and expectations. Close to 200 million global subscribers enjoy an ever-expanding array of benefits from quick delivery to movies and music.

While U.S. adoption appears nearly saturated, emerging markets and new segments present growth headroom. Amazon‘s continued innovation around Prime will be key in maintaining its competitive edge.

But for now, Prime‘s widespread popularity looks set to last in 2023 and beyond. The service has become a core part of consumers‘ e-commerce habits, backed up by the statistics.



Michael Reddy is a tech enthusiast, entertainment buff, and avid traveler who loves exploring Linux and sharing unique insights with readers.