New US Amazon Prime Estimate - Still Growing
With our March 2025 survey of US Amazon shoppers complete, we are ready to release our latest estimate of US Amazon Prime membership. Based on that new data, we see steady growth where many (including us) thought the limit may have been reached on several occasions.
When we started surveying US Amazon shoppers in 2012, though Amazon Prime had been around for 7 years, it was still a bit of a novelty - as was online shopping for many Americans. We observed years of double-digit membership growth, flattening of that growth, and premature reports of membership hitting its limit. We are now seeing continued, albeit slower growth in US Amazon Prime membership.
Note: CIRP estimates the number of individual Amazon shoppers who use Amazon Prime. That includes multiple family members for many subscribers, so it is higher than the number of US households that pay for an Amazon Prime membership.
CIRP estimates 196 million US Amazon customers had a Prime membership as of the March 2025 quarter. That is an increase of about 9% from 180 million US Amazon Prime members in the March 2024 quarter (Chart 1) and also up slightly from our 194 million member estimate last quarter.