Prime membership is rising quickly

Half of all American households might have an Amazon Prime membership by the end of this year.



Cowen and Company analyst John Blackledge estimates that approximately 44% of U.S. households are Prime members, and that penetration could accelerate to 50% by the end of the year, according to a report by CNBC.



Prime has maintained healthy growth largely due to [its] increasing value proposition," Blackledge said.



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