Amazon Prime Statistics

Last updated: April 15, 2025

Highlights. In 2024, revenue from Amazon Prime memberships totaled $44.374 billion, up 10.4% from 2023. 

  • Amazon Prime users in the United States total an estimated 180.1 million in 2024; projections indicate Amazon Prime users will surpass 188.5 million in 2026. 
  • On Prime Day 2023, shoppers spent $12.9 million, up 6.70% year-over-year (YoY).
  • Amazon reported over 200 million global Prime memberships in 2024; trends indicate that global memberships could surpass 500 million in 2024.

Bar Graph: Amazon Prime Membership Revenue in billions from 2022 Q1 ($8.4) to 2024 Q4 ($11.5) according to U.S. Securities and Exchange Commission (SEC)

Amazon Prime Sales Statistics

Since Amazon began reporting revenue from Prime memberships in 2019 Q1, every quarter has seen an average 4.36% YoY growth.

  • 2024 Q4 set a record for Amazon Prime membership revenue ($11.508 billion).
  • Amazon Prime membership revenue in 2024 Q4 increased 2.04% from 2024 Q3 and 9.73% YoY from 2023 Q4.
  • In 2024 Q3, Prime membership revenue totaled $11.278 billion, up 10.9% YoY.
  • Amazon Prime membership revenue totaled $10.866 billion in 2024 Q2 and $10.722 billion in 2024 Q1.
  • In 2023, Amazon Prime membership revenue totaled $40.209 billion, up 14.2% YoY.

Bar Graph: Amazon Prime Membership Revenue Quarterly Growth from 2022 Q1 (3.5%) to 2024 Q4 (2.0%) according to SEC

Amazon Prime Member Statistics

Most Amazon Prime members live in the United States, and membership is highest among those born in the 1980s.

  • 42% of Amazon Prime users have a yearly subscription while 58% have a monthly subscription.
  • User penetration among shoppers born in the 1980s is 35%.
  • Membership is lowest among shoppers born after 1997 (5% user penetration).
  • U.S. Prime users represented 53.0% of the adult population (18+ years) in 2024.
  • As of 2020, U.S. Amazon Prime users represented 73.1% of worldwide Prime memberships.
  • 75% of U.S. Amazon shoppers were Prime members as of March 2024, up 59.6% from December 2015 (the same year Amazon launched Prime Day).

Bar Graph: Amazon Prime Membership Revenue YoY Growth from 2022 Q1 (10.9%) to 2024 Q4 (9.7%) according to SEC

Amazon Prime Member Spending Statistics

The average Prime member spends up to $100 per month ordering from Amazon.

  • 80% of Amazon Prime members spend $200 or less per month on Amazon.
  • 26% of Prime members make $50 or less in monthly purchases from Amazon.
  • 6% of Amazon Prime members spend over $500 per month on Amazon.
  • 2% of Prime members make over $1,000 in monthly purchases from Amazon.
  • The median number of monthly orders per Amazon Prime member is four (4).
  • 42% of Amazon Prime members order 2-4 times in one month.
  • 36% of Prime members make 5-10 orders per month.
  • 13% of Amazon Prime members ordered from Amazon more than 10 times in a month.
  • 7% of Prime members place 16 or more orders with Amazon per month (that’s one order every 1.9 days).

100% Stacked Bar Graph: Amazon Prime U.S. User Penetration by age group according to PYMNTS

Amazon Prime Day Statistics

On Prime Day 2023, shoppers saved over $2.5 billion in discounts.

  • 91% of 2023 Prime Day shoppers had previously made Prime Day purchases.
  • 87% of Prime Day shoppers are members of Amazon Prime.
  • Prime Day shoppers purchased a record 375 million items on Prime Day 2023, up 25% from in 2022 (300 million items).
  • The average consumer spent $57.97 on Prime Day 2024, up 7.25% YoY (from $54.05).
  • Since 2015, Amazon has claimed a total of $62.6 billion in Prime Day revenue.

Bar Graph: U.S. Households with Amazon Prime in millions from 2018 (60.1) to 2022 (76.6) with projections to 2025 (89.7) according to Statista

Amazon Prime Delivery Statistics

Amazon has a fulfillment business that includes delivery services.

  • Over 80 million U.S. households receive Prime deliveries as of 2024.
  • In 2022, 76.6 million U.S. households received deliveries from Amazon Prime.
  • The number U.S. households receiving Prime deliveries has a compound annual growth rate (CAGR) of 6.25%.

Bar Graph: U.S. Amazon Prime Members in millions from 2017 (99.7) to 2022 (168.3) according to Statista with projections to 2026 (188.5)

Amazon Prime Content Statistics

Streaming services have increased the demand for original content among Amazon Prime subscribers.

  • Amazon spent $19.6 billion on digital video and music content in 2024, up 12.6% YoY.
  • In 2023, Amazon spent $17.4 billion on digital video and music content.
  • Digital content spending increased 56.1% from 2021 to 2022.
  • All technology and infrastructure expenses totaled $88.544 billion in 2024, up 3.44% YoY.
  • Amazon spent $85.622 billion on technology and infrastructure in 2023.
  • Amazon’s technology and content expenses increased 30.6% from 2021 to 2022.
  • As a percentage of its total operating expenses, Amazon increased spending on technology and content 122% from 2010 to 2020.

These data and insights were compiled by the Capital One Shopping team based on publicly available data.

Sources

  1. U.S. Securities and Exchange Commission EDGAR Filings: Amazon Com Inc.
  2. About Amazon, News
  3. Statista, Amazon
  4. Numerator
  5. PYMNTS
  6. Digital Commerce 360, Amazon Prime Day Sales
  7. U.S. Census Bureau, Population and Housing Estimate Tables
  8. Volition Capital, Amazon Prime Subscriber Survey
  9. Consumer Intelligence Research Partners