Kantar Consulting’s ShopperScape® data, collected in December 2018, shows that half of U.S. households now have Prime memberships, which we estimate to equate to 59.8 million households. This represents a 5% increase in the number of households versus 2017, a considerably slower growth rate compared with the previous six years, which saw growth ranging from 20% to 40% (Figure 1). While the slowing growth indicates a potential short-term saturation, reinvigorating Prime growth will be a top priority for Amazon since the program remains a core platform for the future. The retailer will also look to retain its current Prime membership base and encourage members’ interest across the ecosystem to drive more frequent, repeat, and incremental purchases.

Figure 1. Prime Membership, 2011-2018


Note: Methodology for estimating number of households with Prime membership was reviewed in 2018 to be based on more accurate and consistent Census figures for number of households by age group.

Source: ShopperScape® December 2011-2018, Kantar Consulting estimates

KRIQ subscribers can read more about the current state of Prime here.

For more information, please contact:

Rachel Dalton, Director

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