Study: Amazon Prime membership booms

London – The Amazon Prime paid shipping service appears to be in a membership boom. New Millward Brown Digital research suggests that the percentage of Amazon traffic from Amazon Prime members has increased 300% in the last year.



The increase in Amazon Prime membership means that an increasing amount of shoppers at other retailers are also Prime members. For example, during the most recent holiday season, almost one in 10 Walmart.com shoppers was an Amazon Prime members.



This could be trouble for other online retailers, as an analysis of Prime vs non-Prime members’ cross-shopping behaviors shows that less than 1% of Prime members are likely to consider any of the other most visited online retailers during the same session. But it’s good news for Amazon, as 63% of Amazon Prime members convert on the site in the same shopping session – almost five-times the conversion rate of non-Prime members.