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Amazon Prime User and Revenue Statistics

Backlinko Team

Written by Backlinko Team

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 $40 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 Amazon Prime Day reached $14.2 billion in 2024.
  • Amazon Prime is currently available in 25 countries.
  • Amazon brought in $21.59 billion in revenue from subscription fees in H1 2024.

Global Amazon Prime Subscribers

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

Global Amazon Prime Subscribers

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

Year Paying Amazon Prime Members
2015 46 million
2016 65 million
2017 100 million
2018 125 million
2019 150 million
2020 200 million

Sources: Amazon, Statista

US Amazon Prime Subscribers

According to CIRP estimates, 184 million Amazon customers had Amazon membership as of June 2024. That’s an 8.2% year-over-year increase from 170 million US Amazon Prime members in June 2023.

According to eMarketer estimates, 180.1 million adults in the US use Amazon Prime as of 2024.

US Amazon Prime Subscribers

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).

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

Year US Amazon Prime Users
2019 126 million
2020 146.1 million
2021 161.7 million
2022 168.3 million
2023 174.9 million
2024 180.1 million

Sources: CIRP, eMarketer 1, eMarketer 2

Amazon Prime Day Sales

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

According to Adobe Analytics, consumer spending during the Amazon Prime Day event reached $14.2 billion in 2024.

Amazon Prime Day Sales

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

Year Prime Day Sales
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
2024 $14.2 billion

Sources: Adobe Analytics, Statista

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 Amazon Subscription Services Revenue
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
2023 $40.2 billion
Q1 2024 $10.72 billion
Q2 2024 $10.87 billion

Sources: Amazon, Statista

Amazon Prime Video Users

According to the company, Amazon Prime Video has an ad-supported reach of 200 million customers worldwide, including 115 million in the US.

According to eMarketer estimates, the number of Amazon Prime Video viewers in the US reached 163.6 million in 2024. For comparison, Netflix has around 173.7 million viewers in the US.

Amazon Prime Video Users

Here’s a detailed breakdown of Amazon Prime Video viewers in select countries as of 2024:

Country Amazon Prime Video Viewers
United States 163.6 million
India 65.9 million
Germany 32.3 million
United Kingdom 26.9 million
Japan 16.2 million
Canada 14.6 million
France 13.6 million
Australia 4.9 million

Sources: Amazon, 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.