Amazon Prime is one of the most popular subscription services in the world, with over 230 million members worldwide. It offers a variety of benefits, including free two-day shipping, streaming video and music, and exclusive discounts.
A typical Prime member spends an average of $1,400 annually on Amazon. This is significantly more than a non-Prime member, who spends an average of $600 annually.
In this article, we will explore the details of Amazon Prime, its users, usage, demographics, price, revenue, and more.
Amazon Prime Statistics 2024: Top Picks
- There are 230 million Amazon Prime subscribers worldwide.
- The number of Amazon Prime members in the United States is predicted to reach 171.8 million in 2024.
- Amazon generated $40.2 billion in revenue through Prime membership in 2023.
- Amazon Prime holds 53.1% of paid retail membership fee revenue in the United States as of 2023.
- Amazon Prime Members purchased 375 million products during Amazon Prime Day in 2023.
- The market share of Amazon Prime Video in the SVOD market was 21% in the 2nd quarter of 2023.
- Amazon Prime Music had 80 million users in 2023.
How Many Amazon Prime Members Are There?
There were over 230 million Amazon Prime members worldwide in 2023.
This is an increase of over 17 million prime members in 2023. In 2022, Amazon Prime had 213 million members worldwide.
Amazon Prime had just 1 million subscribers in 2008. However, the number of Prime subscribers jumped from 7 million in 2012 to 20 million in 2013. After that, the Prime members grew rapidly.
The following table displays the number of Amazon Prime Users recorded over the past years.
| Year | The Number Of Amazon Prime Users |
| 2023 | 230 million |
| 2022 | 213 million |
| 2021 | 200 million |
| 2020 | 150 million |
| 2019 | 120 million |
| 2018 | 100 million |
| 2017 | 66 million |
| 2016 | 46 million |
Source: Business of Apps, Exploding Topics.
Growth Of Amazon Prime Subscribers
Amazon Prime subscribers grew by only 8% in 2023.
Comparatively, the growth rate of Amazon Prime users was 33% in 2021.
The number of Amazon Prime subscribers jumped from 150 million in 2020 to 200 million in 2021. However, this growth rate decreased after 2021.
The following table demonstrates the growth rate of Amazon users recorded over the years.
| Year | The Growth Rate of Amazon Prime Members |
| 2023 | 8% |
| 2022 | 6.5% |
| 2021 | 33% |
| 2020 | 25% |
| 2019 | 20% |
| 2018 | 51% |
| 2017 | 44% |
| 2016 | – |
Source: Business Of Apps. (calculated values)
How Many Amazon Prime Members Are In The United States?
There were 167.2 million Amazon Prime Members in 2023 in the United States.
Amazon Prime members are predicted to reach 171.8 million by 2024.
That’s an expected increase of 4.6 million Amazon Prime members in 2024.
Further, experts predict that Amazon Prime members in the US will reach 176.2 million by the end of 2025.
The following table provides details about the number of Amazon Prime members in the United States recorded over the years.
| Year | The Number of Amazon Prime Video members In The United States |
| 2025* | 176.2 million |
| 2024* | 171.8 million |
| 2023 | 167.2 million |
| 2022 | 163.5 million |
| 2021 | 159.8 million |
| 2020 | 146.1 million |
| 2019 | 124 million |
| 2018 | 112.1 million |
| 2017 | 99.7 million |
| 2016 | 65 million |
*Projected
Source: Exploding Topics.
As of 2023, 71% of Amazon customers in the United States used Amazon Prime.
Meanwhile, this number was 70% in 2022.
The following table displays the share of Amazon users in the United States who use Amazon Prime.
| Year | Share of Amazon users in US owning Prime membership |
| March 2023 | 71% |
| March 2022 | 70% |
| March 2021 | 64% |
| March 2020 | 61% |
| March 2019 | 60% |
| March 2018 | 63% |
Source: Statista.
How Much Is Amazon Prime?
Amazon Prime membership costs $14.99 per month and $139 per year.
Further, the Prime Video membership costs $8.99 per month.
Amazon Prime was estimated to hold 53.1% of paid retail membership fee revenue in the United States in 2023.
That puts it significantly ahead of its competitor, Costco, whose share was estimated at just 9.5%.
Meanwhile, Sam’s Club, owned by Walmart, accounted for 5.9% of the revenues, and Walmart+ was estimated to account for 1.5%.
Source: Statista.
Amazon Prime Users’ Demography Statistics
82.4% of the Bridge Millennials owned an Amazon Prime membership as of October 2022.
Meanwhile, 80.3% of the Millennials owned a Prime membership.
Conversely, just 56.6% of baby boomers and seniors own a Prime membership.
The following table displays the Amazon Prime user penetration in the United States.
| Generation | Prime usage penetration among internet users in the US as of 2022 |
| Generation Z | 75.2% |
| Millennials | 80.3% |
| Bridge millennials | 82.4% |
| Generation X | 76.2% |
| Baby boomers and seniors | 56.6% |
Source: Statista.
Amazon Prime Revenue Statistics
Amazon Prime makes up a significant share of Amazon’s overall revenue.
Amazon Prime generated $40.2 billion in revenue in 2023.
This was an increase of around $5 million from the previous year when the service generated $35.22 billion.
The following table shows the revenue of Amazon Prime over the years:
| Year | Amazon Prime Revenue |
| 2023 | $40.2 billion |
| 2022 | $35.22 billion |
| 2021 | $31.77 billion |
| 2020 | $25.21 billion |
| 2019 | $19.21 billion |
| 2018 | $14.17 billion |
| 2017 | $9.72 billion |
| 2016 | $6.39 billion |
| 2015 | $4.47 billion |
| 2014 | $2.76 billion |
Source: Statista.
Amazon Prime Day Statistics
The first Prime Day took place back in 2015, and since then, it has become an annual event exclusively for Amazon Prime members.
During this event, both national and third-party sellers offer significant discounts on millions of products.
Let us take a look at some statistics associated with Prime Days in this section:
Amazon Prime Members purchased 375 million products during Amazon Prime Day in 2023.
During this two-day sale, the prime members saved over $2.5 billion on millions of deals on the Amazon store.
The number of items purchased by Amazon Prime members worldwide has nearly doubled compared to pre-pandemic times.
In 2021, Amazon Prime users bought 250 million items, an increase from 175 million products in 2019.
The following table displays the number of products purchased by Amazon Prime members during Amazon Prime Day from 2018 to 2023:
| Year | The Number Of Products Purchased |
| 2023 | 375 million |
| 2022 | 300 million |
| 2021 | 250 million |
| 2019 | 175 million |
| 2018 | 100 million |
Amazon Prime Day sales increased by 6.7% in 2023.
Total Amazon Prime Day sales reached $12.9 billion in 2023.
The YoY growth of Amazon Prime days has slowed down over the past three years. 2018 and 2019 witnessed the highest growth in Amazon Prime Day sales.
The following table provides further details about the YoY growth of Amazon Prime Day sales.
| Year | YoY growth of Amazon Prime Day Sales |
| 2023 | 6.7% |
| 2022 | 8.1% |
| 2021 | 7.7% |
| 2020 | 45.2% |
| 2019 | 70.9% |
| 2018 | 73.9% |
| 2017 | 58.6% |
| 2016 | 68.9% |
Source: Statista.
Amazon Prime Video Statistics
This section will cover all the essential information about Amazon Prime Videos. Let’s get in!
Amazon Prime Video had a market share of 21% in the 2nd quarter of 2023.
Amazon Prime Video surpassed the popularity of Netflix and now has become the SVOD platform with the highest market share in the United States.
Meanwhile, Netflix has managed to keep its hold and is in the second spot with 20% of the SVOD Market share.
The following table displays the Market share of Amazon Prime Video and other SVOD platforms in the United States.
| Service | Market Share |
| Amazon Prime Video | 21% |
| Netflix | 20% |
| HBO Max | 15% |
| Disney+ | 13% |
| Hulu | 11% |
| Paramount+ | 7% |
| Apple TV+ | 6% |
| Other | 7% |
Source: Statista.
Amazon Prime Video generated $5.16 billion in revenue in 2022.
Amazon Prime Video achieved sales of $4.1 billion in 2020.
The platform aims to compete with mainstream channels long-term and attract new members interested in video content.
The following table shows the Amazon Prime Video Revenue from 2019 to 2022.
| Year | Revenue |
| 2022 | $5.16 billion |
| 2021 | $4.63 billion |
| 2020 | $4.10 billion |
| 2019 | $3.57 billion |
Source: TechJury.
The number of Amazon Prime Video users worldwide surpassed 302.9 million in 2023.
A large share of these users are from the United States, accounting for 157.1 million.
India has the second-highest number of Amazon Prime Video users worldwide, followed by Germany.
The following table displays the number of Amazon Prime Video viewers in different countries worldwide.
| Country | Amazon Prime Video Viewers |
| United States | 157.1 million |
| India | 59.8 million |
| Germany | 30.8 million |
| United Kingdom | 22.1 million |
| Japan | 15.6 million |
| Canada | 13.9 million |
| France | 13.1 million |
| Australia | 4.4 million |
Source: Insider Intelligence.
Amazon Prime Music Statistics
Amazon Prime Music had 80 billion users in 2023.
In 2022, Prime Music reached a user base of 74 million, making it the third most popular music streaming platform in the Western market.
The number of users who pay for the service remains undisclosed, as Prime Music offers a free version supported by ads.
The following table shows the number of Amazon Prime Music users from 2018 to 2023.
| Year | Amazon Prime Music Users |
| 2023 | 80 million |
| 2022 | 74 million |
| 2021 | 63 million |
| 2020 | 55 million |
| 2019 | 32 million |
| 2018 | 16 million |
Source: Business of Apps.
Amazon Statistics
Amazon is currently the fourth largest public company in the world, ranked by revenue behind Walmart, Saudi Aramco, and China’s State Grid. In 2023, the company witnessed a 7.79% increase in revenue.
Amazon generated a revenue of $554.02 billion in 2023.
In 2022, Amazon hit a significant milestone by achieving half a trillion dollars in annual revenue.
Here is a table showing Amazon’s yearly revenue recorded over the years.
| Year | Amazon Revenue |
| 2023 | $554.02 billion |
| 2022 | $513.9 billion |
| 2021 | $470.8 billion |
| 2020 | $386 billion |
| 2019 | $280.5 billion |
| 2018 | $232.8 billion |
| 2017 | $177.8 billion |
| 2016 | $135.9 billion |
Source: Companies Market Cap
Amazon Prime is a highly popular eCommerce service worldwide. The introduction of Prime Video has significantly boosted Amazon Prime’s membership numbers.
Hence, it will be interesting to observe if Amazon Prime memberships grow by more than 8% or have a growth rate lower than that recorded in 2023.
