The number of internet users in the United States who are Amazon Prime members is expected to grow in the upcoming years. By 2024, the number of Amazon Prime members in the United States is projected to reach more than 180 million users, up from 168.5 million in 2022.
Free shipping drives membership
The primary draw for Amazon Prime members remains the free shipping advantage, with nearly 57 percent of surveyed shoppers citing this as their main reason for using the service in 2024. The second most popular benefit is access to Amazon Prime Video, attracting about 14 percent of users. These perks help explain the steady increase in membership numbers, as consumers find value in both the shopping and entertainment aspects of the service.
Prime Day or desillusion day
Amazon Prime Day, the company's annual shopping event, has become a significant driver of sales and member engagement. However, the latest edition met the expectations of roughly one-third of U.S. shoppers, with 19 percent of them being disappointed with the available offerings.
Number of Amazon Prime users in the United States from 2017 to 2022 with a forecast for 2023 and 2024
(in millions)
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eMarketer. (June 20, 2023). Number of Amazon Prime users in the United States from 2017 to 2022 with a forecast for 2023 and 2024 (in millions) [Graph]. In Statista. Retrieved June 07, 2025, from https://www.statista.com/statistics/504687/number-of-amazon-prime-subscription-households-usa/
eMarketer. "Number of Amazon Prime users in the United States from 2017 to 2022 with a forecast for 2023 and 2024 (in millions)." Chart. June 20, 2023. Statista. Accessed June 07, 2025. https://www.statista.com/statistics/504687/number-of-amazon-prime-subscription-households-usa/
eMarketer. (2023). Number of Amazon Prime users in the United States from 2017 to 2022 with a forecast for 2023 and 2024 (in millions). Statista. Statista Inc.. Accessed: June 07, 2025. https://www.statista.com/statistics/504687/number-of-amazon-prime-subscription-households-usa/
eMarketer. "Number of Amazon Prime Users in The United States from 2017 to 2022 with a Forecast for 2023 and 2024 (in Millions)." Statista, Statista Inc., 20 Jun 2023, https://www.statista.com/statistics/504687/number-of-amazon-prime-subscription-households-usa/
eMarketer, Number of Amazon Prime users in the United States from 2017 to 2022 with a forecast for 2023 and 2024 (in millions) Statista, https://www.statista.com/statistics/504687/number-of-amazon-prime-subscription-households-usa/ (last visited June 07, 2025)
Number of Amazon Prime users in the United States from 2017 to 2022 with a forecast for 2023 and 2024 (in millions) [Graph], eMarketer, June 20, 2023. [Online]. Available: https://www.statista.com/statistics/504687/number-of-amazon-prime-subscription-households-usa/
