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eMarketer: Amazon Prime memberships to reach more than half of U.S. households

Amazon Prime continues growing in the U.S. at an impressive clip.

By the end of 2019, 51.3% of U.S. households will belong to Amazon Prime, according to a new forecast from eMarketer. That represents 63.9 million households, up from 58.7 million households (47.4% of total) in 2018.

And eMarketer does not expect the growth rate in Amazon Prime memberships to slow in the next couple of years. Membership rates are expected to reach 54.8% of U.S. households – 68.7 million – in 2020, and 56.9% of U.S. households – 71.7 million – in 2021.

According to eMarketer, growing participation of lower-income households and consumers attracted to the platform's new offerings are helping fuel Amazon Prime’s rapid growth in the U.S. eMarketer also cites value-added services beyond free, fast delivery, such as Amazon Household. This offering allows members to share Prime benefits across linked accounts for up to two adults, four teens, and four children 12 or younger. Other benefits of Amazon Household include parental media controls and targeted discounts on household staples.

“New membership is driven by the company’s continuous expansion of Prime product categories, like groceries, apparel and pantry — as well as new options for media consumption, like books and video games,” said Martín Utreras, eMarketer's VP of forecasting.
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