Amazon Prime User and Revenue Statistics (2024)
Written by Brian Dean
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:
- Amazon Prime Usage Statistics (Top Picks)
- Global Amazon Prime Subscribers
- US Amazon Prime Subscribers
- Amazon Prime Day Sales
- Best-Selling Items on Amazon during Prime Day
- Amazon Prime Revenue
- Amazon Prime Video Users
- How Many Countries Have Amazon Prime?
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 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.
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.
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.
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).
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 |
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.
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.
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.