The Top 17 Amazon Prime Statistics For 2023
Updated · May 20, 2023
If you still haven’t heard about Amazon Prime, then it’s high time you changed that!
This paid subscription program offers numerous benefits for Amazon Prime users, such as:.
- Fast and free delivery
- Access to popular movies and shows
- Ad-free music
- Exclusive deals
And that’s just the tip of the iceberg. We’ve prepared these gripping Amazon Prime statistics to show you the rest.
Check them out!
Premium Amazon Prime Facts (Editor’s Choice)
- Amazon has over 200 million members subscribed to its Prime service.
- In 2018, Prime members purchased more than 100 million products just on Prime Day.
- Amazon Prime members from the US spend an average of $1,400 per year.
- There were 112 million Amazon Prime users at the end of 2019.
- Prime Video is available in more than 200 countries.
- Almost two-thirds of Amazon users are subscribed to Amazon Prime.
- With around 150 million mobile users, Amazon app is by far the most popular shopping app in the US.
2022 Facts about Amazon Prime
Amazon Prime is big but how big exactly?
Let's find out.
1. In 2020, Amazon had over 200 million Prime subscribers.
The Amazon Prime growth is evident throughout the years. The company started with 46 million subscribers in 2015, more than doubled its customers with 100 million subscribers just two years later, and reached an impressive milestone of 200 million subscribers in 2020.
The official information on the number of Amazon Prime members was only recently made public. In December 2019, it was estimated that there were 112 million Amazon Prime members only from the United States.
The COVID pandemic in 2020 and the overall digitalization have certainly played its part in increasing the number of subscribers, which continues well into 2022.
2. In 2020, Amazon had 1,298,000 part-time and full-time employees.
In 2020, Amazon reported that it had employed 1,298,000 part-time and full-time employees. Compared to other tech giants such as eBay and Google, Amazon has more than 10 times more people wearing the company badge.
During the holiday season, many online ecommerce retailers are struggling to find a way to meet the increasing orders.
What Amazon does is to hire more staff. For example, during the 2019 holiday rush, it employed an additional 200,000 people, mostly working in storages to receive and stock deliveries.
3. According to Amazon Prime statistics, 63% of Amazon Prime customers said that they are not planning to make a purchase during the latest edition of Prime Day.
The survey conducted among Prime members in 2021 by Statista showed that about 6% of the members were planning to buy something during the latest Prime Day, and they already had an idea what to purchase.
Amazon Prime day stats also show that 32% were planning to make a purchase but they didn’t know what they wanted. Nearly two-thirds of those surveyed said that they are not planning to make a purchase during the online shopping event.
4. Prime members in 2018 purchased more than 100 million products just on Prime Day.
(Source: Feedback Whiz)
The high demand for deals and products in 2018 as well as the popularity of Prime Day drove Amazon to do something extreme such as to stretch a “day” to 36 hours.
Small and medium-sized businesses brought the giant over $1.5 billion in sales during the event and Prime members around the globe purchased more than 100 million products.
One of the most popular items was the Instant Pot 6 Quart 7-in-1 multi-use pressure cooker which sold over 300,000.
5. Amazon Prime members in the USA spend an average of $1,400 per year.
According to Amazon Prime membership statistics, the average annual spending was an average of $1,400 for Amazon Prime subscribers in the US and $600 for non-Prime members.
During this period, Amazon had around 103 million Prime subscribers stateside.
6. Amazon ranked as the third most influential company in the global video market.
The 2020 Statista report was conducted among six industry executives from 67 countries. It ranked Amazon as third overall, with 11.9% of executives thinking its video platform had the biggest impact on the global digital video distribution market.
It’s not a surprise that Netflix came in first and got 56.6% of the votes while Disney Plus ranked second with 23.7%.
7. Amazon Video is the second-largest video-on-demand platform.
With around 117 million subscriptions, Amazon Prime Video places second in the most popular video-on-demand service in the world competition after Netflix and its 201 million subscribers.
However, while there is a rivalry going on with Amazon Prime Video vs Netflix and Amazon Prime Video vs Hulu, there is a prediction that Disney Plus could outpace all three of them by 2026.
8. Amazon Prime provides 3x more titles to UK users compared to Netflix.
Amazon Prime offers the most number of titles in the UK (over 20,000) compared to Netflix with just around 6,000 in its catalog. Both video platforms offer the same ballpark number of TV shows.
However, where Amazon Prime easily stands out amongst its competitors is movie titles. With 18,000 compared to Netflix’s only 4,000, we can easily state Amazon’s variety of choice. Even though Prime has a larger media library, Netflix is still considered the best performing video on-demand service in the UK.
9. Amazon Prime Video is most popular among 35–44-year-olds.
A 2020 US study disclosed that 39% of Amazon Prime Video subscribers are in the 18–34 years old age group. Out of those, 10% share passwords to the account, giving access to the platform without a need of a new subscription.
According to Amazon Prime Video statistics, the service's popularity grows among 35-44-year-olds, with 47% out of those currently subscribed.
Amazon Prime Revenue
Is Prime the most profitable Amazon division?
10. Amazon Prime Day total sales in 2021 generated $11.2 billion.
Prime Day was first launched in 2015 as a tribute to Amazon’s 20th anniversary and quickly became one of its biggest events. It made more than $11 billion in 2021, considering the only shoppers that can participate are registered Amazon Prime users.
Prime Day 2020 was held in October due to the COVID-19 pandemic, and the one in 2021 was moved to June. Both editions lasted 48 hours.
11. Amazon’s subscription services brought the company a net revenue of $25 billion.
In 2020, Amazon's annual revenue from subscription services such as Prime, Music, and Prime Video segments generated nearly $25 billion.
AWS generated more than $45 billion in annual sales. According to the most recently reported fiscal year, Amazon’s revenue came to an impressive $386 billion.
12. In just one year, Amazon increased its net revenue over $100 billion.
In 2020, Amazon’s net revenue was $386 billion, which is not only a fascinating number but also around 100 billion more than the previous year.
Amazon revenue breakdown is as follows: online retail product sales, third-party retail seller services, retail subscription services, and Amazon Web Services.
Amazon Prime Subscribers
13. Amazon was the most visited ecommerce site in the US during the first half of the 2021.
In the first six months of 2021, Amazon was officially the most visited ecommerce site in the US, registering around 2.45 billion monthly visits.
This increased Amazon sales numbers to even new records. The second most visited is eBay with approximately 885 million visits, while Walmart ranks third with a little more than 410 million.
14. More than 80% of US adults aged 18-34 are Prime members.
Another one of the most notable Amazon Prime statistics—as of June 2020, around 81% of adults in the US aged 18 to 34 years had Prime subscriptions.
This shows an 11% jump from February 2020 when the Amazon Prime number of users was 69%. During the pandemic, Amazon Prime’s popularity increased exponentially across all age groups.
15. More than 60% of all Amazon customers are Prime members.
So, what percent of Amazon customers have Prime? According to 2021 Amazon statistics, approximately 65% of all the ecommerce giant’s customers are also members of the Prime service.
While this doesn’t show a significant change compared to 2019, it displays a notable increase from 2016, when only 52% of Amazon users were Prime customers as well.
16. According to Amazon Prime Video statistics, more than 132,000 use the platform in Eastern Europe.
Statistics show evidence of the platform’s growing popularity in Eastern European countries as well. The number of Amazon Prime subscribers is currently more than 130,000 and is predicted to increase significantly.
According to Amazon Prime Video statistics, the Amazon Prime subscriber count is expected to reach more than 600,000 subscribers by 2025.
17. As of 2021, Amazon Prime Video has reached more than 175 million unique viewers.
(Source: Business of Apps)
According to Amazon Prime demographics, out of the total number of Amazon’s subscribers in 2021, up to 147 million are based in the US.
Also, in 2021 Amazon Prime Video reached more than 175 million unique viewers. The number has grown due to Amazon’s acquisition of MGM Studios, and Twitch.TV, etc.
So, what can we conclude from these Amazon Prime statistics? How is Amazon’s strategy working out so far?
According to Amazon stats, in 2022 there are around 200 million Amazon Prime subscribers, and more than half of all US households are considering signing up.
Amazon is constantly looking to grow its international presence, signing deals with an increasing number of foreign companies in countries like Germany, India, and the UK.
As we can see from the last 25 years, Amazon has successfully become one of the most profitable brands in the world, and we can say with certainty that every service the company launches has a bright future.
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