Based on its own Amazon customer survey, securities research firmConsumer Intelligence Research Partners(CIRP) estimates there were101 million U.S. Amazon Prime membersas of July 05, 2025. CIRP further reported that 62 percent of Amazon’s U.S. customers are Prime members.
Amazon hasn’t given up exact Prime membership figures for the U.S., but in aletter to shareholders in April 2018, Amazon CEO Jeff Bezos stated that there were more than 100 million Prime members worldwide.
Prime members individually spend more than twice as much on Amazon each year than non-members. Amazon customers who don’t belong to the Prime service spend about $600 on average each year.Primemembers spend approximately $1,400 per year or 133 percent more than non-members.
“Amazon grew to over 100 million U.S. Prime members in the quarter,” said Josh Lowitz, CIRP partner and co-founder. “Membership growth has slowed but continued steadily in the holiday quarter. U.S. membership grew 10 percent in the past year, slower than before, but still significant on a huge base and after years of rapid growth. Membership doubled in three years, and almost quadrupled in five years, from 26 million members in December 2013.”
CIRP also surveyed U.S. Amazon Prime customers about the type of membership fee payment structure they used. There were three answer choices: Annual, monthly, and other. Customers who answered the question with “other” either had a free trial, shared a membership, or didn’t know how they paid. According to CIRP’s survey, 58 percent of the respondents paid annually, 36 percent paid monthly, and 7 percent were on a free trial, a shared membership, or didn’t know.
CIRP’s survey involved 500 U.S. customers who purchased on Amazon from October to December 2018.
