When Amazon Prime launched back in 2005, it was guaranteed to be a huge success. The service offers free shipping, express deliveries, streaming service, free Kindle books, and access to exclusive shopping events like Prime Day. No wonder 80% of Amazon Prime members have made Amazon their default place to search and shop for products.

Amazon Prime has gathered millions of users from around the world. For those who are still unsure whether it’s worth the money, there is a free trial. Here’s an idea – you can run it during the Christmas period and have your presents delivered fast. Just know that over 90% of those who explore the many benefits of Prime stay with the service after the first year. 

Do you want to learn more Amazon Prime statistics? Let’s see what we’ve got!

Fascinating Amazon Prime Statistics

Since the service’s launch in 2005, Amazon Prime numbers have not ceased to grow in terms of revenue, subscriptions, and geographic network coverage. Take a look at some of the most interesting facts about Amazon Prime:

  • The number of Amazon Prime members around the world exceeds 200 million
  • The service counts around 153 million Amazon Prime members in the USA.
  • About 6 in 10 American households have Amazon Prime. 
  • Subscription services, including Amazon Prime, generated almost $32 billion in revenue in 2021.
  • 30% of Prime subscribers spend $50-$100 a month on the Amazon platform.
  • Prime Day sales reached almost $12 billion in 2021

With such numbers, Amazon Prime’s profitability is a certitude. Now, let’s explore how Amazon Prime subscribers contribute to the platform’s growth.  

General Amazon Prime Facts 2023

Online shopping is here to stay. Major eCommerce players compete for a share of the market in which Amazon is already a leader. Building on this success, the Prime service is growing by the minute.

1. There are more than 200 million Amazon Prime users worldwide. 


As of 2021, Amazon reported over 200 million Amazon Prime customers around the world. This is a significant increase from 2019 when paying members were around 150 million.

But the Amazon Prime growth outside the US has been slow, despite its availability in many countries. Comparing the service’s global reach to its US customer base, the difference is a little under 50 million. 

 2. Amazon Prime counts around 153 million members in the US. 

(Digital Commerce 360)

As of the second quarter of 2021, Amazon Prime had approximately 153 million customers in the US. This compares to 124 million paying members a year ago. And back in 2014, American Prime users were just around 40 million. This 300% increase illustrates the service’s impressive growth over the years.

3. Amazon Prime reaches 76.6 million US households.


According to estimates, 76.6 million, or a whopping 59% of American households, have at least one Prime membership in 2022. The number represents a significant increase from 2019’s 66.4 million.

Notably, Amazon offers Prime users a free Household feature to share the service’s benefits with their family members. Currently, Amazon allows up to two profiles for adults, four for children, and four for teenagers.

4. Amazon Prime is available in 23 countries. 


As of October 2021, there were Amazon Prime subscribers in 23 countries. These are: 

  • Austria
  • Australia
  • Belgium
  • Brazil
  • Canada
  • China
  • France
  • Germany
  • India
  • Ireland
  • Italy
  • Japan
  • Luxembourg
  • Mexico
  • the Netherlands
  • Poland
  • Saudi Arabia
  • Singapore
  • Spain
  • Sweden
  • Turkey
  • The UK
  • The US

Amazon Prime Revenue Stats 2023

Through its Prime service, Amazon has built a unique business model. It charges users subscription fees, and, in return, they spend even more money. Of course, the membership also provides a bunch of benefits that manage to retain users. The following Amazon Prime stats will reveal how this strategy monetizes.

5. Amazon’s revenue was over $469 billion in 2021.


Amazon Prime represents only one element of the Amazon company. The eCommerce giant generated $469 billion in revenue in 2021. This figure included sales from Prime content but also physical stores, AWS services, and other services. 

During the same fiscal period, the company’s net profits amounted to more than $33.36 billion.

6. Prime Day sales reached almost $12 billion worldwide in 2021. 

(Digital Commerce 360)

Every year, Amazon organizes a sales event for members. Prime Day lasts for two days and is designed to support Amazon Prime growth. In 2021, buyers spent over $11.9 billion, representing a 7.7% year-on-year increase in sales. 

7. Amazon subscription services revenue was almost $32 billion in 2021.


Amazon doesn’t reveal its Amazon Prime revenue numbers. Instead, it combines sales from users who subscribe to all its digital product services. The segment includes annual and monthly fees associated with Amazon Prime memberships, audiobook, video, music, e-book, and other non-AWS subscription services.

The company’s subscription services generated sales of $31.77 billion in 2021, which is 26% up from 2020.

8. One-third of Prime subscribers spend $50-$100 a month on the Amazon platform. 


Prime users are money-savvy. Many choose to subscribe to save money in the long term, such as by receiving items faster or being able to compare items and save money on delivery. Yet they are regular spenders.

According to a 2021 survey, 31% of Prime members spent between $50 and $100 a month on the platform. Another 26% reported spending up to $50, and 23% made purchases for $100–$200. Around 13% of users were in the $200–$500 spending range, while those spending $500 to $1,000 and $1,000+ accounted for 4% and 2%, respectively.

Amazon Prime Market Share 2023

Let’s see how Amazon Prime compares against other video streaming platforms — as there is little to no competition in the eCommerce space. 

9. The number of Amazon Prime users for video streaming is 117 million.


Amazon Prime Video is the second-largest video streaming provider in terms of subscription number. Ranging just behind Netflix (201 million subscribers in 2020), Amazon Prime has 117 million users worldwide. 

10. Amazon Prime Video subscribers are expected to reach 243 million by 2026.


Amazon Prime has been investing in content creation and production with unique series that are not available on other platforms. The company expects to grow Prime Video subscribers to 243 million worldwide by 2026

11. Amazon Prime Video revenue was $3.6 billion in 2020. 


Amazon’s streaming service drives revenue to the platform. According to estimates, Prime Video generated $3.6 billion in sales in 2020. 

The platform’s long-term goal is to be in a position to compete against mainstream channels and attract new video-only members to join. 

Amazon Prime Demographics 2023

Amazon Prime stats regarding demographics paint a rather unsurprising customer audience. The typical buyer is young and affluent. 

12. 81% of Americans aged 18 to 34 are Prime members.


According to Amazon Prime demographics, the average Amazon customer is a 46-year-old white woman. Yet over 8 in 10 Americans using Prime are aged 18 to 34. Younger generations are more comfortable using technology. Yet, it’s fair to say that the pandemic has encouraged many older generations to open an Amazon account too. 

13. The average Amazon shopper has an annual household income of $84,449.


This finding refers to the average Amazon shopper. Yet it can also give us information about the Prime member profile since some 68% of Amazon shoppers had a Prime account as of 2020.

According to a 2019 survey, the average Amazon shopper had an annual household income of $84,449. To put this into perspective, Walmart shoppers had an annual income of $76,313.

14. 40% of Amazon Prime customers visit the platform daily. 


Amazon Prime shoppers are digitally savvy. They are comfortable buying from online platforms, as around 40% of Prime users visit the platform every day. What’s more, 10% of the service members make a purchase every day.

15. 93% of Amazon Prime members stay with the service after one year. 


Amazon Prime members are loyal. As of 2021, the 30-day retention rate for Prime was 69%, rising to 93% in the first year and a near-automatic 98% after the first year. 

Wrap Up

Amazon Prime is one of the most popular eCommerce services around the world. And the start of Prime Video has helped drive memberships dramatically. 

It’s fair to say that despite its young audience group, Amazon Prime targets preferably established professionals who have a secured income and household routine. 

These Amazon Prime statistics demonstrate the importance of reliable service for growth. Amazon has been able to build its market presence through digital innovation and excellent customer service, ensuring users can rely on the platform at all times.

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