Amazon Prime User and Revenue Statistics (2024)
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Amazon Prime User and Revenue Statistics (2024)

Brian Dean

Written by Brian Dean

Amazon Prime User and Revenue Statistics

Amazon Prime launched in 2005 as an Amazon membership service offering free two-day shipping.

It gained limited customer traction during the first years, but after 2011 it started quickly taking off and now has more than 200 million members across 25 countries.

Prime membership has evolved and now includes streaming, shopping, reading, and other benefits besides free shipping.

You’ll find out the latest information about Amazon Prime growth and usage data in this roundup. After reading these stats, you’ll better understand how Amazon manages to register over $35 billion from subscription fees alone.

Here’s a breakdown of what we’ll cover:

Important Amazon Prime Stats

  • Amazon has over 200 million Prime members.
  • Sales during Prime Day on Amazon reached $12.9 billion in 2023.
  • Amazon Prime is currently available in 25 countries.
  • Amazon brought in $35.22 billion in annual revenue from subscription fees in 2022.

Global Amazon Prime Subscribers

Amazon announced that they currently have over 200 million Amazon Prime subscribers around the world.

Amazon has over 200 million Prime members

Amazon doubled its Prime subscriber base since early 2018, from 100 million to over 200 million.

Date Paying Amazon Prime members
Q1 2018 100 million
Q4 2019 150 million
Q1 2021 200 million

Source: Amazon Shareholder Letter, Statista

US Amazon Prime Subscribers

According to eMarketer, Amazon has an estimated 167.2 million Amazon Prime Members in the US as of 2023. An increase of 14.44% from 146.1 million in 2020.

According to another source (CIRP), 173 million Amazon customers in the US had a Prime membership in September 2023.

Amazon Prime is estimated to account for over half (53.1%) of US paid retail membership fee revenues in 2023, well ahead of retailers like Costco and Sam’s Club with a share of 9.5% and 5.9%, respectively. To put it in perspective, revenues of membership programs run by retailers in the US are projected to hit $35.21 billion in 2023 (up from $32.97 billion in 2022).

Based on eMarketer forecasts, the number of Amazon Prime users in the US is expected to reach 176.2 million by 2025.

US Amazon Prime Subscribers

Here’s the table with Amazon Prime user growth in the US:

Year Number of users
2013 25 million
2014 40 million
2015 54 million
2016 65 million
2017 99.7 million
2018 112.1 million
2019 124 million
2020 146.1 million
2021 159.8 million
2022 163.5 million
2023 167.2 million
2024 171.8 million
2025 176.2 million

Sources: eMarketer 1, eMarketer 2, eMarketer 3, eMarketer 4, Statista, CIRP

Amazon Prime Day Sales

Launched in 2015, Prime Day is an annual deal event available exclusively to Prime members.

Sales on Amazon during Prime Day reached $12.9 billion in 2023. An increase of 7.5% from $12 billion in 2022.

Amazon Prime Day Sales

And sales during 2023 Prime Day were 1.8x higher than the same event held in 2019.

Here’s the table on sales growth of Amazon Prime Day since 2015:

Year Gross sales on Amazon during Prime Day
2015 $0.9 billion
2016 $1.52 billion
2017 $2.41 billion
2018 $4.19 billion
2019 $7.16 billion
2020 $10.4 billion
2021 $11.2 billion
2022 $12 billion
2023 $12.9 billion

Source: Statista

eMarketer also covers data on Amazon Prime Day sales performance, providing slightly different estimates.

Based on eMarketer findings, sales on Amazon during Prime Day reached $12.52 billion in 2022.

eMarketer also estimates that Prime Day sales have grown by 80.67% compared to the 2019 event.

Here’s the table with Amazon Prime Day sales growth since 2016:

Year Gross sales on Amazon during Prime Day (worldwide)
2016 $1.5 billion
2017 $2.47 billion
2018 $4.13 billion
2019 $6.93 billion
2020 $9.91 billion
2021 $10.71 billion
2022 $12.52 billion

61.98% ($7.76 billion) of total Prime Day sales represented revenue from the US market, while the remaining 38.02% ($4.76 billion) originated from international markets in 2022.

61.98% of total Amazon Prime Day sales represented revenue from the US market

Here’s a table with Amazon Prime Day sales growth in the US, including share since 2016:

Year Gross sales on Amazon during Prime Day in the US
2016 $0.99 billion
2017 $1.59 billion
2018 $2.62 billion
2019 $4.32 billion
2020 $6.17 billion
2021 $6.65 billion
2022 $7.76 billion

Here’s a table with Amazon Prime Day sales growth in non-US, including share since 2016:

Year Gross sales on Amazon during Prime Day in non-US
2016 $0.5 billion
2017 $0.88 billion
2018 $1.51 billion
2019 $2.61 billion
2020 $3.74 billion
2021 $4.06 billion
2022 $4.76 billion

Sources: eMarketer 1, eMarketer 2

Best-Selling Items on Amazon during Prime Day

During 2023 Amazon Prime Day, Amazon Prime members worldwide purchased over 375 million items.

Top-selling products worldwide for Prime Day 2023 included Fire TV Stick, Lip Glowy Balm by Laneige, Apple AirPods and Bissell Little Green Portable Deep Cleaner.

Fire TV Stick (3rd Gen) with Alexa Voice Remote was the most commonly purchased product.

Source: Amazon

Amazon Prime revenue

Amazon Prime revenue cannot be entirely isolated from Amazon’s overall revenue.

However, Amazon does disclose the net sales of all subscription services, including Amazon Prime-related membership fees, digital video, audiobooks, digital music, e-books, and other subscription services (excluding AWS).

Amazon Prime revenue

Here’s a breakdown of Amazon’s subscription services revenue:

Year Annual net sales of subscription services
2014 $2.76 billion
2015 $4.47 billion
2016 $6.39 billion
2017 $9.72 billion
2018 $14.17 billion
2019 $19.21 billion
2020 $25.21 billion
2021 $31.77 billion
2022 $35.22 billion

Sources: Amazon, Statista

Amazon Prime Video Users

As of 2023, the number of Amazon Prime Video viewers in the US reached an estimated 157.1 million. For comparison, Netflix has around 172.2 million viewers in the US.

Amazon Prime Video Users

The number of Amazon Prime Video users worldwide hit 302.9 million in 2023.

Here’s a detailed breakdown of Amazon Prime Video viewers in select countries as of 2023:

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: eMarketer

How Many Countries Have Amazon Prime?

Amazon Prime is currently available in 25 countries.

Amazon Prime is currently available in 25 countries

Here’s the table with international expansion milestones of Amazon Prime since 2007:

Country Year of Amazon Prime launch
Germany, Japan, United Kingdom 2007
France 2008
Italy 2011
Canada 2013
India 2016
Mexico 2017
Turkey 2020
Sweden, Poland 2021
Egypt 2022

Sources: Amazon 1,Amazon 2, Wikipedia

Conclusion

That just about wraps up my Amazon Prime growth statistics.

While Amazon is a publicly traded company, the information it provides on its membership program is relatively limited. I’ve done my best to provide you with a comprehensive overview of Amazon Prime user and revenue data in one place.

Now I’d like to hear from you:

Any questions or comments about this collection of Amazon Prime statistics? Or maybe there’s something missing from this page?

Either way, feel free to leave a comment below.

4 Comments

  1. For me Amazon Prime is worth it just for the streaming movies. Also a free ebook rental per month was an added bonus.

    Jeff Bezos had a great idea when he started the Amazon Prime Service.
    Khun Greg

    1. Brian Dean Avatar Brian Deansays:

      It’s definitely not a bad deal. Netflix puts out 10-20x more content than Amazon Prime Video. But some of their shows are super good.

  2. Good post! I found a typo in the sentence “AAmazon has 148.6 million Amazon Prime Members in the US. An increase of 49.05% from 99.7 million in 2017.”

    There is two A’s in the beginning of the sentence.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Josh. We fixed that typo.

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