US Insights

Amazon Prime Growth Rate Shows Signs of Slowing

Rachel Dalton


Retail 02.04.2019 / 12:00


Growth rates of Prime membership indicate a potential short-term saturation.

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%.

Amazon Prime Slowing

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.

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.

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

Source: Kantar Consulting

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