20% of Americans use Amazon Prime

This is a fairly startling figure: as of the end of September it’s reported that 65 million people in the USA have an Amazon Prime membership.

The number comes from the Consumer Intelligence Research Partners (CIRP) after a survey. And considering the USA has a population in the region of 325 million that means 1 in 5 Yanks are Prime users. And, according to CIRP that means too that 52% of Amazon shoppers are Prime customers. Jeff Bezos has said that he wants to make the Prime offering so good that seems “irresponsible” not to sign up. He’s well on his way.

In the US annual subscription to Amazon Prime confers such benefits as free two-day shipping, streaming video and music services and lots of other things. The new numbers suggest that prime membership has grown 38% in the past year.

What does this mean to retailers? Prime buyers are loyal and spendy (and seeing as they’re now over 50% of the Amazon base) you want to plug into their custom. That’s easier for sellers using FBA. So if you’re selling on Amazon and don’t have some or all of your lines in FBA, it could well be worth considering it. Or reconsidering it.

From a UK perspective, it’s fair to say that Prime penetration isn’t as high and usage isn’t as strong but it’s still a vital chunk of the marketplace.