As one of the top subscription services in the world, the company that sells A to Z products has some fascinating numbers associated with it. From its prime subscribers to revenue figures, everything is on the largest scale.
We take a closer look at Amazon through data in this blog post. We have ensured that the figures in this post are the most up-to-date and gathered from reliable sources.
Since we are talking about subscriptions, let us start with the number of Prime Subscribers!
Amazon Prime Users and General Insights
An Amazon Prime membership gives you more than just early access to Prime Day deals. You also get superfast free shipping, a free Grubhub+ membership, grocery delivery from Whole Foods, music and gaming and so much more.
People value these perks and that is the reason the Prime subscription service is where it is today, the year-over-year increasing numbers prove that there are not only new users incoming but also existing users renewing. Let’s look at the data associated with these users.
Amazon Prime has 230 million subscribers globally
Amazon Prime’s global user base stands at 230 million, a 91% increase since 2019 when subscriber numbers reached 120 million. With an active user base of 180.1 million, the United States accounts for 78% of all Amazon Prime users.
Here is a table showing the growth of Amazon Prime members globally since 2016:
| Year | The Number Of Amazon Prime Users |
|---|---|
| 2016 | 46 million |
| 2017 | 66 million |
| 2018 | 100 million |
| 2019 | 120 million |
| 2020 | 150 million |
| 2021 | 200 million |
| 2022 | 213 million |
| 2023 | 230 million |
Source: Business Of Apps.
There are 180.1 million Amazon Prime users in the United States
As of March 2024, there are 180.1 million Amazon Prime subscribers in the United States, which is an 8% increase compared to March 2023.
Amazon Prime subscription growth slowed down after the pandemic and research suggested it may have reached a peak in 2023, but, recent data shows that 75% of US shoppers now have memberships.
Prime users have grown by 45% since the pre-COVID times.
| Year | Number of users |
|---|---|
| 2013 | 25 million |
| 2014 | 40 million |
| 2015 | 54 million |
| 2016 | 65 million |
| 2017 | 99.7 million |
| 2018 | 112.1 million |
| 2019 | 124 million |
| 2020 | 146.1 million |
| 2021 | 161.7 million |
| 2022 | 168.3 million |
| 2023 | 173 million |
| 2024 | 180.1 million |
Source: CIRP Amazon Report.
74% of US households have an Amazon Prime membership
97.2 million, equivalent to 74% of American households, have at least one Prime membership in 2024. It’s a notable increase from 2022’s 76.6 million.
Amazon offers Prime users a free household feature to share the service’s benefits with their family members. Your Household can include up to six members (two adults, up to four teens, and up to four children)
Source: eMarketer.
North Carolina is the state most obsessed with Amazon, while Arkansas is the least
Transimpact carried out a survey where respondents rated themselves on a scale of 1 to 5 on how obsessed they are with shopping on Amazon, with 1 being the least obsessed and 5 being the most.
It was found that states in the South and Northeast part are the most Amazon-obsessed. North Carolina tops the list with a 69.89% obsession score, followed by Texas at 69.75% and Virginia at 67.48%.
On the other hand, states with the least Amazon interest are mostly in the Northwest. Washington, Oregon, Colorado, and North Dakota are prominent in this group. But Arkansas, being different from the rest, has the lowest Amazon obsession score at just 21.29%.
Interesting Amazon Prime insights that you can’t miss
The same survey that measured the obsession for Amazon among the US states also asked a few questions to their respondents and here are some interesting outcomes:
- 10% of American females say they hide packages from their packages.
- 33.2% of Americans say they do 50% or more of their Holiday shopping through Amazon.
- 43% of US citizens purchase through Amazon due to the 2-day prime shipping.
- 77.3% of Americans say they take advantage of other Amazon services like Prime Video, Amazon Music, Prime Gaming, and Kindle.
- 27% of millennials own an Amazon credit card.
- 16.8% of respondents say the most they’ve spent on Prime Day was over $800.
- 85.8% of Americans believe Prime is worth the money.
Source: NielsenIQ.
Amazon Prime Video Statistics
Amazon Prime is the world’s second-biggest streaming service in terms of subscriber base with over 230 million subscribers globally. Let’s take a look at some interesting insights on Amazon Prime Video in this section.
Amazon Prime Video has 200 million monthly active viewers in the United States
In an annual letter to shareholders in April 2024, Amazon President and CEO Andy Jassy revealed that Amazon Prime Video attracts 200 million active monthly viewers.
However, it’s important to note that “monthly viewers” do not mean the number of paid subscribers, it just indicates that the viewership is way border than the membership count.
| Country | Amazon Prime Video Active Viewers |
|---|---|
| United States | 200 million |
| India | 65.9 million |
| Germany | 32.3 million |
| United Kingdom | 26.9 million |
| Japan | 16.2 million |
| Canada | 14.6 million |
| France | 13.6 million |
| Australia | 4.9 million |
8 in 10 Amazon Prime Video subscribers use the ad-supported tier
Amazon Prime Video will have 130.4 million US ad-supported viewers this year, accounting for 57.6% of subscription OTT video viewers, per reports from eMarketer.
With 241.8 million ad-supported viewers in the US, YouTube leads as the top streaming platform where the majority watch with ads. This puts YouTube ahead of Amazon Prime Video in terms of ad-supported viewership.
In contrast, Amazon Prime Video has a high number of ad-supported viewers but shows only slight growth in this area, with an annual increase of around 1% projected until 2028.
Source: eMarketer
Amazon Prime gained the most SVOD subscribers in the United States in Q2 2024
During the second quarter of 2024, Amazon Prime Video topped all subscription streaming platforms in the U.S. for new subscriber growth, claiming an 11.9% share. Paramount+ followed with an 11.7% rate as the next highest, with Netflix coming in third with 11.4%.
Amazon Prime video revenue over the years
Amazon Prime Video’s revenue stood at $14 billion in 2023, a 12% increase from 2022, when the revenue was $12.5 billion.
| Year | Revenue |
|---|---|
| 2018 | $4.4 billion |
| 2019 | $5.4 billion |
| 2020 | $7.8 billion |
| 2021 | $11.3 billion |
| 2022 | $12.5 billion |
| 2023 | $14 billion |
Note on source: Amazon does not release separate revenue figures for Prime Video; these figures are estimates from Business of Apps, Variety, and eMarketer.
Amazon Prime Video market share
Amazon Prime Video has a 22% market share in the United States SVoD market as of the third quarter of 2024. Netflix owns 21% of the market share and is the second most popular streaming service in the country.
Amazon Prime Video’s recent rollout of the ad-supported plan has played a huge part in its popularity ahead of Netflix.
| Streaming Service | Market Share in the USA |
|---|---|
| Amazon Prime Video | 22% |
| Netflix | 21% |
| Max | 13% |
| Disney+ | 12% |
| Hulu | 10% |
| Paramount+ | 9% |
| Apple TV+ | 8% |
| Peacock | 1% |
| Others | 4% |
Source: Statista.
Amazon Music Insights
Yet another perk Prime subscribers get is access to over 100 million songs through Prime Music. With nearly 79 million subscribers, Amazon Prime Music is one of the biggest music streaming services globally.
Let’s take a look at its insights in this section.
Number of Amazon Music users globally
As per the latest reports, Amazon Music has 78.9 million subscribers as of Q3 2023 and holds an 11.1% share in the music subscriber market share globally. The number of Amazon Music users is down from Q2 2022’s 82.2 million.
Amazon Music’s paid subscriber base dropped for the first time since 2017.
| Year | Amazon Music subscribers globally | Music subscriber market share |
|---|---|---|
| 2017 | 16 million | 12% |
| 2018 | 27.9 million | 12% |
| 2019 | 38.3 million | 13% |
| 2020 | 56.2 million | 14% |
| 2021 | 68.1 million | 13% |
| 2022 | 82.2 million | 13.3 |
| 2023 | 78.9 million | 11.10% |
Source: Midia Research.
Number of Amazon Music users in the United States
It’s estimated that there are over 52.3 million Amazon music users in the United States. That is equivalent to 66% of the global user base of the platform. Its biggest competitor, Spotify has around 66 million paid subscribers in the North American region as of Q2 2024.
| Year | Number of Amazon Prime Music users in U.S. |
|---|---|
| 2017 | 21.5 million |
| 2018 | 30.4 million |
| 2019 | 38.7 million |
| 2020 | 45.8 million |
| 2021 | 48.3 million |
| 2022 | 50.7 million |
| 2023 | 52.5 million |
Source: Statista.
Amazon Music revenue over the years
As per the latest available data, Amazon Music registered a revenue of $4.08 billion in 2023. That is a small 0.7% contribution to Amazon’s total yearly revenue of $575 billion that year.
Amazon Music’s revenue has only been increasing since 2018 and the estimated revenue by the end of 2024 will be $5.03 billion.
| Year | Amazon Prime Music revenue |
|---|---|
| 2018 | $0.56 billion |
| 2019 | $1.47 billion |
| 2020 | $2.32 billion |
| 2021 | $2.91 billion |
| 2022 | $3.78 billion |
| 2023 | $4.08 billion |
Source: Business of Apps.
Number of Amazon Music app downloads over the years
Amazon Music app has been downloaded over 240 million times to date, with 37.6 million downloads coming in 2023 alone.
| Year | Amazon Music app downloads |
|---|---|
| 2017 | 15.9 million |
| 2018 | 26.9 million |
| 2019 | 32.6 million |
| 2020 | 47.3 million |
| 2021 | 38.1 million |
| 2022 | 42.4 million |
| 2023 | 37.6 million |
Amazon Prime Shopping Statistics
Amazon started as a book-seller and now they record billions of dollars of gross sales in a single day. Who would’ve thought? With the ever-increasing demands for online shopping, these sales are only going to increase and we won’t be shocked if the company’s revenue reaches a trillion dollars in the coming decade.
Let’s see how much do prime members contribute to this revenue in this section.
Amazon Prime Day sales accounted for $14.2 billion in 2024
Amazon Prime Day 2024 proved to be the most successful sale in Amazon’s history generating $14.2 billion during the two-day sale period, which is up by 10.07% from the previous year.
Prime Day sales accounted for $12.9 billion in 2023 and $12 billion in 2022.
| Year | Amazon Prime Day Sale Value |
|---|---|
| 2015 | $0.9 billion |
| 2016 | $1.52 billion |
| 2017 | $2.41 billion |
| 2018 | $4.19 billion |
| 2019 | $7.16 billion |
| 2020 | $10.4 billion |
| 2021 | $11.2 billion |
| 2022 | $12 billion |
| 2023 | $12.9 billion |
| 2024 | $14.2 billion |
The sales data from 2015 to 2024 clearly shows a significant increase in spending post-COVID. Prior to the pandemic, growth was already strong, with sales rising from $0.9 billion in 2015 to $7.16 billion by 2019.
From 2020 onward, we see a rapid spike, the most notable jump occurred between 2019 and 2020, coinciding with the onset of COVID-19, where sales grew by about 45%, compared to an average annual growth rate of roughly 37% from 2015 to 2019. This shows that the pandemic accelerated spending patterns, leading to sustained higher sales in the post-COVID period.
Source: CNBC.
Amazon Prime members tend to spend more than non-Prime members
A Morgan Stanley study found that 40% of Amazon Prime members spend over $1,000/year shopping on the platform, while only 8% of non-Prime members match that spending. Overall, Prime members spent around 4.6 times more money on Amazon than non-Prime members.
In another study by Statista carried out over a span of 5 years, it was observed that prime members spend 108% more than non-prime members while shopping on the platform.
Source: Morgan Stanley, Statista.
Reasons for shopping during Amazon Prime Day
Amazon Prime Day is a “stock-up” event for daily essentials around the globe. The sale is most appealing to people who take it as inflation inflation-saving strategy. Here’s how Prime Day is turning into a smart shopping day around the world:
- Stocking Up on Essentials: In the U.S., 16% of shoppers saw Prime Day as an opportunity to restock their everyday supplies. Similarly, consumers in Germany (11%) and Poland (16%) also saw it as the perfect chance to restock on must-haves.
- Battling Inflation: For some countries, Prime Day is a way to ease financial pressures. In the UK, 14% of shoppers used the event to buy everyday items affordably. Chinese consumers also took advantage of both local and cross-border deals to maximize savings.
- Focus on Fashion and Beauty: In Brazil, clothes (20%) and beauty products (19%) led the list. Mexican shoppers were also keen on clothing, with 15% stocking up on beauty supplies, while in Singapore, beauty products took the top spot (20%).
Amazon Prime Gaming Insights
Let’s take a closer look at how Amazon Prime Gaming is growing and what makes it a popular choice for gamers.
Number of Amazon Prime Gaming users
As per the latest reports, Amazon Prime Gaming has over 200 million users globally. That is over 70% growth since 2022 when the service had 177.5 million players using Prime Gaming’s free games.
| Year | Amazon Prime Gaming users |
|---|---|
| 2020 | 142 million |
| 2021 | 163.3 million |
| 2022 | 177.5 million |
| 2023 | Over 200 million |
Prime Gaming Statistics At a Glance
- Amazon Prime Gaming’s 100+ free games and over 675 in-game content offers made up over $21,600 in value per Amazon Prime member in 2021.
- Amazon Prime Gaming has 64% brand awareness among video game subscription users in the United States.
- Prime members claimed more than 420 million offers and 80 million free games in 2021 alone.
- Amazon Prime Gaming is used by 21% of video game subscription users in the United States.
