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Study: Amazon Prime hits 90 million U.S. members

Amazon’s Prime memberships continue to climb.

Amazon Prime now has 90 million members in the United States. These shoppers continue to spend on average about $1,300 per year, compared to about $700 per year for non-member customers.

This was according to data from Consumer Intelligence Research Partners, LLC (CIRP). The firm surveyed 500 U.S.-based members who made a purchase at between July and September 2017.

As of September 30, CIRP estimated that in the U.S., 63% of Amazon customers are Prime members. Based on this estimate, CIRP calculated that Amazon Prime has 90 million members across the nation.

“Amazon Prime membership continued its steady growth as in recent quarters,” said Josh Lowitz, partner and co-founder of CIRP.

“Membership grew 6% in the most recent quarter, the same rate as in the June 2017 quarter, and better than the 3% in the year-ago September 2016 quarter,” he added. “Over the past 12 months, Prime grew by 38%, the same growth rate as in the same 12-month period the year before, from October 2015 to September 2016.”

Prime members’ renewal intention has improved gradually in the past several quarters, and remains at very high levels. In the September 2017 quarter, 95% of Prime members reported that they would “definitely” or “probably” renew their Prime membership, compared to 94% of Prime members in the September 2016 quarter.

“Even as Amazon Prime adds late adopters to the ranks of Prime members, loyalty remains high,” said Mike Levin, partner and co-founder of CIRP.

“The share of members that indicate they are likely to renew for another year has remained high for several quarters, always comfortably above 90%,” he said. “In fact, in some quarters, literally no customers in the sample indicated they would definitely not renew their Amazon Prime membership.”
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