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Amazon Prime delivered 5 billion items in 2017 but growth may have slowed.

By Dan Wilson January 3, 2018 - 7:27 am

According to a report from Morgan Stanley, Amazon Prime may be reaching saturation point in the USA. But none of that means that Amazon didn’t have a splendid Christmas period. They have revealed that over five billion items were delivered by Amazon Prime over the course of 2017.

A report from Morgan Stanley says that, despite remarkable success and popularity, Amazon Prime may not have a massive scope for growth in the years to come, such as its popularity. Check out the graph.

“These data are the first evidence of potential Prime penetration limits in Amazon’s oldest market,” Morgan Stanley wrote in the note to analysts and investors.

Amazon Prime

Growth in Amazon Prime adoption is slowing for US consumers. And that is perhaps hardly surprising. Apparently already 82% of American households with incomes of $112,000 are now Prime subscribers.

Greg Greeley, Vice President, Amazon Prime, said: “From Fire TV Stick and Echo Dot to Imagine Dragons, Manchester by the Sea and even the Instant Pot, Prime members certainly have great taste! Tens of millions of members around the world enjoy the many benefits included with Prime, and in fact, more new paid members joined Prime worldwide this year than any previous year. In 2017, more than five billion items worldwide shipped with Prime and members used digital benefits like Prime Video, Prime Music and Prime Reading more than ever before. Our Best of Prime feature not only demonstrates what was trending this year, it also gives us insight into what members love, providing additional inspiration as we continue to innovate, invest and make Prime even better in 2018.”

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