Amazon Prime Statistics (2026): Users, Revenue & Growth Rate

Highlights. Amazon Prime memberships total over 200 million worldwide; 180.1 million members are in the U.S.

Amazon revenue from Prime memberships totaled $49.619 billion, representing 6.92% of the company’s 2025 revenue ($716.924 billion).
Amazon Prime Video has a 17% share of the video streaming market; comparatively, Netflix has a 20% share.
One year of Amazon Prime membership costs $139.
Prime members spend an average of $1,170 per year on Amazon.
During the four-day Prime Day event alone, Amazon Prime members spent $26.4 billion.

Bar Graph: Amazon Prime Memberships Worldwide (in millions) from 2015 to 2020 according to Statista

Amazon Prime Sales Statistics

Since Amazon began reporting revenue from Prime memberships in 2019 Q1, every quarter has seen an average 17.2% YoY growth.

Among an estimated 310 million Amazon customers, over 65% are Prime members.
Non-Prime members spend an average of $570 per person, per year on Amazon.
A typical Prime member’s 12-month Amazon spending is more than twice that of nonmembers.
2026 Q2 set a record for Amazon Prime membership revenue ($13.730 billion).
Amazon Prime membership revenue in 2026 Q2 increased 2.26% from 2026 Q1 and 12.5% YoY from 2025 Q2.
In 2026 Q1, Prime membership revenue totaled $13.427 billion, up 14.6% YoY.
Amazon Prime membership revenue totaled $13.122 billion in 2025 Q4 and $12.574 billion in 2025 Q3.
In 2025, Amazon Prime membership revenue totaled $49.619 billion, up 10.4% YoY.

Bar Graph: Amazon Prime U.S. Memberships (as of Q2) from 2016 to 2026 according to Consumer Intelligence Research Partners

Most Amazon Prime members live in the United States, and membership is highest among consumers 65 years and older.

As of the third fiscal quarter (Q2) of 2026, 203 million Americans are Amazon Prime members.
42% of Amazon Prime users have a yearly subscription, while 58% have a monthly subscription.
31% of Amazon Prime members are over the age of 65.
20% of Prime members are 55 to 64 years old, and 19% are 45 to 54 years old.
18% of Prime users are 35 to 44 years old; 13% are under 34.
U.S. Prime users represented 74.1% of the adult population (18+ years) in 2025.
73% of U.S. Amazon shoppers were Prime members as of March 2026, up 55.3% from December 2015 (the same year Amazon launched Prime Day).
Only 2% of U.S. Prime users canceled their memberships in 2024.

Bar Graph: Amazon Prime Membership Revenue in billions from 2023 Q1 to 2026 Q2 ($13.7) according to U.S. Securities and Exchange Commission (SEC)

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

78% of consumers who shop on Amazon at least once per month have a Prime account.
15% of Amazon Prime members order items less than once per month.
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 order 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).

Line Graph: Amazon Prime Day Global Sales Revenue (in billions) from 2015 to 2026 ($26.4) according to Adobe for Business & Statista

Historically a two-day sales event, Prime Day has run for four days since 2025.

During Prime Day 2026, shoppers spent $26.4 billion, up 9.30% from 2025.
Daily Prime Day sales averaged $6.60 billion, up 9.54% YoY.
89% of 2026 Prime Day shoppers had previously made Prime Day purchases.
84% of Prime Day shoppers are Amazon Prime members; 93% in 2026 were Prime members for over one (1) year before the sales event.
Prime Day shoppers purchased over 350 million items on Prime Day 2026.
The average household spent $143.45 on Prime Day 2026, down 8.26% YoY (from $156.37).
Since 2015, Amazon has claimed over $100 billion in Prime Day revenue.
23.4% of Amazon Prime members joined to access Prime sales events.
On Prime Day 2023, shoppers saved over $2.5 billion in discounts.

Bar Graph: U.S. Households with Amazon Prime in millions from 2018 (60.1) to 2022 (76.6) with projections to 2026 (91.5) according to Statista

Amazon has a fulfillment business that includes delivery services.

65% of Amazon purchases are delivered with free Prime shipping.
5% of Amazon Prime packages are delivered the same day as they are ordered, while 25% are delivered the next day.
79.9% of American Prime members joined for free shipping benefits.
An estimated 91.5 million U.S. households receive Prime deliveries as of 2026.
In 2022, 76.6 million U.S. households received deliveries from Amazon Prime.
The number of U.S. households receiving Prime deliveries had a compound annual growth rate (CAGR) of 6.25% from 2018 to 2022.

Bar Graph: Amazon Prime Membership Revenue YoY Growth from 2023 Q3 to 2026 Q2 (12.5%) according to SEC

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

48% of Prime members in the U.S. have signed up for Amazon Prime Video access.
Amazon spent $21.3 billion on digital video and music content in 2025, up 8.67% YoY.
In 2024, Amazon spent $19.6 billion on digital video and music content.
Digital content spending increased 56.1% from 2021 to 2022.
All technology and infrastructure expenses totaled $108.521 billion in 2025, up 22.6% YoY.
Amazon spent $88.544 billion on technology and infrastructure in 2024.
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 by 222% from 2010 to 2025.

Bar Graph: Amazon Prime Membership Revenue Quarterly Growth from 2023 Q4 to 2026 Q2 (2.26%) according to SEC

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