23 Revealing Amazon Prime Statistics, Facts & Trends (2022)

ByTerry Williams

Amazon Prime has become an indispensable part of daily life for millions of people worldwide. With unlimited fast shipping, streaming entertainment, exclusive deals and other membership benefits, Prime attracts and retains devoted customers in multiple countries.

Let‘s take a data-driven look at some revealing statistics that showcase Amazon Prime‘s immense scale, popularity and impact across ecommerce and beyond.

Highlights

  • 200+ million members worldwide as of 2021 [1]
  • Available in 22 countries including major Western markets [2]
  • Accounts for $25+ billion in subscription fees yearly [3]
  • 90% of US online shoppers are Amazon customers [4]
  • Claims 90%+ market share in 5 major retail categories [5]
  • 175+ million Prime Video subscribers globally [6]
  • Generates $11+ billion from annual Prime Day events [7]
  • Drives 74% of US Prime subscriptions [8]
  • Owns extensive logistics network for same-day delivery [9]
  • Seeing high growth in India – recorded 4x surge in Prime sign-ups in 2020 [10]

Below we explore 23 statistics that reveal the growth, adoption, usage and impact of Amazon Prime around the world.

Global Reach and Membership

  1. Amazon Prime is available in 22 countries including the US, Canada, UK, France, Germany, Italy, Spain, India, Japan, Brazil and others. 2

  2. Prime has over 200 million members worldwide as of 2021, up from 150 million in 2020. 1

  3. The US accounts for nearly three-fourths of Prime memberships at over 149 million as of 2021. Germany, Japan and UK hold the next biggest shares. 8

  4. India saw a 4x jump in Prime sign-ups with the launch of cheaper monthly Prime plans in 2020. 10

  5. 81% of US adults aged 18-34 are Amazon Prime members as it‘s popular with millennials. 11

Revenue and Fees

  1. Amazon Prime fees accounted for over $25 billion in worldwide subscription revenue in 2020, up from $19 billion in 2019. 3

  2. The monthly Prime membership fee is $14.99 in the US, £7.99 in the UK and €7.99 in the Eurozone. 12

  3. The average Prime member spends $1,400 shopping on Amazon annually, over 2x a non-member. 13

  4. A Prime membership costs $139 for an annual plan in the US, which members recoup quickly in shipping savings. 12

Free and Fast Shipping

  1. 90% of US online shoppers have made at least one purchase on Amazon. 4

  2. 72% of US households get free same-day or 1-day Prime shipping, a key membership driver. 9

  3. 58% of US shoppers say they‘d increase order totals to qualify for same-day delivery with Prime. 14

  4. Amazon has promised to invest $1 billion to enhance same-day delivery capabilities in the US. 15

  5. Third-party sellers accounted for 65% of paid units sold on Amazon worldwide in 2021. 16

Prime Day Event

  1. Amazon‘s Prime Day sales event has grown from $600 million in 2017 to over $11 billion in 2021 worldwide. 7

  2. Over 250 million items were purchased during Prime Day 2021, up from 175 million in 2020. 17

  3. Top-selling Prime Day categories are Tech, Beauty, Home and Health & Personal Care. 7

  4. The US accounted for 62% of Amazon‘s Prime Day revenues in 2021, though sales grew rapidly in other markets too. 7

Country Year-Over-Year Growth
US +7%
Germany +36%
Singapore +34%
Spain +29%
Brazil +36%

Prime Day Growth Rates in Select Markets (2021 vs 2020)

Prime Video Usage

  1. More than 175 million people worldwide are Amazon Prime Video subscribers as of 2021. 6

  2. In the US, over 80 million viewers watched Prime Video content in Q3 2021. 18

  3. Globally, hours streamed on Prime Video grew by 91% YoY in 2020. 19

  4. Popular Prime originals like The Boys, The Marvelous Mrs. Maisel, Tom Clancy‘s Jack Ryan drive viewership. 20

  5. Amazon spends over $11 billion annually on creating video and music content for Prime members as of 2021. 21

Key Takeaways

Some clear themes emerge from the data:

  • Prime‘s subscriber base has grown rapidly over the past decade, now crossing 200 million globally. The service is ubiquitous in the US and UK, and seeing strong growth in markets like India.

  • Prime membership fees contribute significantly to Amazon‘s profits. Members spend well over $1000 yearly – far more than non-members.

  • Fast, free delivery is the top benefit that retains Prime users. Amazon dominates ecommerce with extensive shipping capabilities.

  • Prime Day generates billions in sales, highlighting the purchasing power of Prime members. The event grows bigger annually.

  • Investments in original content are paying off, with strong growth in Prime Video viewership and subscriptions.

  • The US continues to be Prime‘s most important market, driving the majority of its paid memberships and revenue. But it is steadily growing in other countries.

In conclusion, these metrics demonstrate Prime‘s industry dominance today as a ‘subscription that pays for itself‘ in the words of Jeff Bezos. With constantly expanding benefits, Amazon Prime seems poised for continued growth worldwide in the next decade.

Sources

  1. https://www.businessinsider.com/amazon-prime-member-growth-over-time-2021-chart
  2. https://www.amazon.com/gp/help/customer/display.html/ref=hp_left_v4_sib?ie=UTF8&nodeId=G34LPCXMS3R6LJB2
  3. https://www.statista.com/statistics/546894/amazon-prime-revenue/
  4. https://www.bigcommerce.com/blog/amazon-statistics/#32-of-consumers-shop-on-amazon-first-before-searching-anywhere-else
  5. https://www.geekwire.com/2019/amazon-owns-90-market-sell-batteries-cleaning-supplies-skincare-products/
  6. https://www.businessofapps.com/data/amazon-prime-video-statistics/
  7. https://www.digitalcommerce360.com/article/global-ecommerce-sales/
  8. https://www.emarketer.com/content/us-amazon-prime-membership-surpasses-150-million-members
  9. https://www.digitalcommerce360.com/2018/02/20/voice-commerce-amazon-closing-physical-store-gap/
  10. https://www.livemint.com/technology/tech-news/amazon-prime-sign-ups-grew-4x-in-india-during-2020-11618241851267.html
  11. https://www.statista.com/chart/14467/amazon-prime-penetration-by-age-group/
  12. https://www.amazon.com/gp/primecentral?ie=UTF8&tag=retirebef0e-20
  13. https://www.salecycle.com/amazon/member-stats/#Prime%20members%20spend%20$1,400%20on%20average%20every%20year
  14. https://www.digitalcommerce360.com/2017/05/05/42-consumers-change-cart-get-free-same-day-delivery/
  15. https://techcrunch.com/2022/04/21/amazon-will-spend-more-than-1-billion-on-expanded-same-day-delivery-this-quarter/
  16. https://www.digitalcommerce360.com/article/amazon-marketplace-sales/
  17. https://www.cnbc.com/2021/06/22/amazon-prime-day-2021-was-the-biggest-two-day-period-ever-for-seller.html
  18. https://variety.com/vip/amazon-prime-video-viewership-grew-more-than-80-percent-yoy-in-q3-1235088566/
  19. https://variety.com/2021/digital/news/amazon-prime-video-viewership-jumped-91-last-year-study-1234892238/
  20. https://www.forbes.com/sites/markhughes/2022/02/04/the-top-17-amazon-prime-original-tv-shows-and-movies-by-season-1-viewers/?sh=3197ced47d16
  21. https://variety.com/vip/amazon-will-spend-over-11-billion-on-video-and-music-content-in-2021-1235042031/

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