40% of Amazon Shoppers Use Amazon Prime
Amazon Prime Customers Spend Almost Twice As Much As Other Customers
Consumer Intelligence Research Partners released analysis of Amazon Prime, the affinity program from Amazon, Inc. (NASDAQ:AMZN). This analysis indicates that Amazon Prime has over 16 million members as of September 30, 2013, with significant penetration into the Amazon customer base.
CIRP surveyed U.S. customers of Amazon.com from the three-month period ending November 15, 2013. Amazon Prime members account for 40 percent of all Amazon buyers (see chart). Most have the standard Amazon Prime membership, with small numbers having Amazon Student and Amazon Mom memberships.
Amazon Prime and Related Programs
Amazon Prime members spend considerably more per year than non-Amazon Prime customers. We estimate that Amazon Prime customers spend approximately $1,340 per year, compared to $708 per year for non-Amazon Prime customers, and account for 56 percent of U.S. product sales. They do so because Amazon Prime customers buy over 50 percent more frequently than non-Amazon Prime customers, and buy more expensive items.
Based on the survey data, we estimate that Amazon Prime (including Amazon Student and Amazon Mom) has approximately 16.7 million members, as of September 30, 2013. Over half of current Amazon Prime members joined in the past year (see chart).
Length of Time as a Prime Member
We've seen a significant increase over the estimated 9.7 million members at the end of 2012, from previous analysis of our survey data. 93 percent of members indicate that they will definitely or probably renew their Amazon Prime membership, so these figures suggest strong, sustainable growth.
CIRP based these findings on its survey of 300 subjects who made a purchase at Amazon.com in the three-month period ending November 15, 2013.
For further information, please contact CIRP.