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40+ Amazon Prime Statistics: Users, Revenue, Video, Prime Day (2023)

Last updated: 6 months ago
6 min read

Amazon Prime subscription was first introduced in 2005 and managed to attract more than 200 million members worldwide.

Discover everything about:

  • How big of revenue does Prime bring to Amazon?
  • How much do Prime users spend on average?
  • How many users does Prime Video have around the globe?
  • How many products are being sold at Prime Day sales?

Want to know the most searched products during Prime Day sales? Read on to find out.

Amazon Prime logo phone

How many people have Amazon Prime

How many Americans have Amazon Prime

Amazon Prime revenue

In what countries does Amazon operate in

Amazon Prime Video subscribers

How much does Amazon make on Prime Day

Amazon Prime Statistics

  • There are currently over 200 million Amazon Prime members worldwide, with 151.9 million coming from the US alone.
  • Amazon earned $31.77 billion from its subscription services in 2021 (Prime included).
  • Americans spent $314 billion in 2021 buying from Amazon.
  • An average American spends $612 to $1,200 yearly on Amazon purchases.
  • At 79%, fast and free shipping is by far the biggest reason people pay for Prime membership.
  • On Prime Day 2021, people bought 250 million items in 48 hours, or 1,446 items each second.

How many people have Amazon Prime (worldwide)?

Amazon has over 200 million Prime subscribers worldwide.

Amazon has over 200 million Prime subscribers worldwide


Amazon reported a similar number in 2020, whereas, in 2019, there were around 150 million Prime users.


YearNumbers of Prime membersDifference
2021200 million0%
2020200 million+33.3%
2019150 million+20%
2018125 million+25%
2017100 million+53.8%
201665 million+41.3%
201546 million+48.4%
201431 million+55.0%
201320 million+185.7%
20127 million+75.0%
20114 million+33.3%
20103 million+50.0%
20092 million+100%
20081 million
(Marketplace Pulse)

How many Americans have Amazon Prime?

There are more than 151.9 million American Amazon Prime users.

Here’s a chart of Amazon Prime users in the US per year:

Over 151.9 million Prime members come from the US

And we tabled the data since 2017 and included predictions until 2023:

YearNumber of Prime users
in the United States
Share of the US
2023161.7 million (estimation)48.6%
2022157.4 million (estimation)47.3%
2021151.9 million45.5%
2020146.1 million44.3%
2019124.0 million37.7%
2018112.1 million34.3%
201799.7 million30.6%
(eMarketer) (eMarketer 2) (eMarketer 3)

The percentage of Amazon US customers who are also Prime members (data from September 2021).

DatePercentage (share)
September 202165%
December 201965%
June 201957%
December 201862%
June 201859%
September 201763%
June 201763%
March 201760%
September 201652%
June 201652%
December 201547%
(Statista 2)

Amazon’s number of customers (all customers, free and Prime)

Around 65% of Amazon shoppers in September 2021 were also Prime users.

The rest represents “free” internet users without Prime bonuses.

(Statista 2) attracted 7.1 billion visits between March 2022 and May 2022.

Month in 2022Number of visits
May2.4 billion
April2.3 billion
March2.4 billion

Amazon sites had 224 million unique US visitors in April 2022 alone.

(Statista 3)

How fast is Amazon Prime growing?

Amazon Prime subscriber numbers are growing 48.4% on average per year.

Amazon Prime subscribers

Here’s a table of Amazon Prime subscribers’ growth according to the source:

YearSubscriber growth per year
(Marketplace Pulse)

Most visitors come from the US (82.04%).

Followed by a distant India with 1.26%.

CountryPercentage of monthly visits
United States82.04%

Amazon Prime revenue

Amazon earned $31.77 billion worldwide from subscription services (Prime included) in 2021.

Amazon's revenue from subscriptions (Prime included)

Here’s a table of Amazon Prime revenue since 2014 to 2021:

YearAmazon Prime
2021$31.77 billion+25.7%
2020$25.21 billion+31.2%
2019$19.21 billion+35.5%
2018$14.17 billion+45.8%
2017$9.72 billion+52.1%
2016$6.39 billion+42.9%
2015$4.47 billion+61.9%
2014$2.76 billion
(Statista 4)

How much money do Prime memberships bring per year?

Amazon Prime membership costs $14.99 per month or $139 per year.

The price of Prime membership for students is lower, who pay $7.49 per month and $69 per year.


The cost of Amazon Prime membership gets more expensive every 4 years.

YearPrime membership costDifference

In what countries does Amazon operate in?

You can find Amazon in 13 countries:

  • United States
  • United Kingdom
  • Canada
  • Japan
  • Mexico
  • India
  • Germany
  • Ireland
  • France
  • Italy
  • Australia
  • China
  • Spain


Amazon has 110 active fulfillment centers in the US and 185 globally.

(FBA Help)

Amazon sales by country

American customers bring the most in net sales, earning Amazon $314 billion in 2021.

Amazon earned $314 billion in 2021 from Americans alone

The second-largest market was Germany with $37.33 billion.

(Numbers in $billion) (Statista 5)

Other important Amazon markets are:

  1. Canada
  2. France
  3. India
  4. Italy
  5. Spain
  6. Brazil
  7. Australia
  8. UAE
  9. Mexico


Who uses Amazon Prime the most?

Most Amazon Prime users come from the 18-34 age group.

In June 2020, 81% of all Amazon users in that age group had Prime membership.

Age groupJune 2020April 2020February 2020
(eMarketer 4)

Age distribution among visitors in May 2022.

Age groupPercentage of visitors

Most visitors were men (59.92%).

The rest, 40.08%, are women visitors.


Learn how many people watch Anime.

How much does an average Prime user spend per year?

On average, 31% of American Prime members spend between $612 and $1200 per year on Amazon.

Average amount Prime users in the US spend per year

That’s between $51 and $100 per month.

See how much people spend on Christmas.

26% of Prime members spend less than $600 per year (or $50 per month), whereas 23% spend between $1212 and $2400 per year (or between $101 and $200 per month).

Percentage of
Prime members
per month
per year
26%Less than $50Less than $600
2%Over $1,001Over $12,012
(Statista 6)

The average non-Prime consumer spends around $600 per year.

(Business Insider)

Why do people get Amazon Prime?

  • Fast delivery
  • Prime Day deals
  • Free movie streaming
  • Ad-free music
  • Free games
  • Exclusive deals
  • Prime try before buying

(Amazon 2)

In a 2018 survey, the primary reason to subscribe to Prime was free shipping at 79%.

The fast and free two-day shipping was by far the most important reason for people to get Prime membership.

Reason to get Prime membershipPercentage
Fast & free shipping79%
Prime Video11%
Prime Music4%
Prime Reading2%
Prime Photos1%
(Business Insider 2)

That “free shipping” argument is so strong that in 2020, 2 out of 3 Amazon users would abandon the site if it wouldn’t offer free shipping.

(Project 44)

Amazon Prime Video Statistics

Amazon Prime Video subscribers / How many people are subscribed to Amazon Prime Video?

There were 117 million Amazon Prime Video users worldwide in 2021, according to Statista.

(Statista 13)

However, according to Amazon, around 175 million Prime members streamed TV shows and movies as of April 2021.

Over 175 million Prime users are also watching Prime Video

That’s almost all Prime users (200 million).

(Aboutamazon 2)

There are over 1.2 million Amazon Prime Video subscribers in the EU as of 2021.

The number is expected to grow up to 3.4 million by 2026.

(Statista 7)

The forecast of Amazon Prime Video subscribers by the end of 2022, by country.

CountryMembers forecast
by the end of 2022
United States56 million
United Kingdom7 million
Japan6 million
India5 million
Germany4 million
Canada2 million
Other35 million
(Statista 8)

Amazon Prime Video gained 700,000 new subscribers in the UK between Q3 2021 and Q4 2021.

That represents a 45% share of all new UK subscribers in that time period.

(The Media Leader)

77.3 million American households had Amazon Prime subscriptions, and 71% of them watched Prime Video in Q1 2021.

As of Q3 2021, the penetration rate of Amazon Prime Video into American households was 45%.

(Park Associates)

Amazon Prime Video is the most popular among 35-44 years old Americans, with 67% being subscribed to the service.

The second is the youngest group, between 18-34 of age, with a 56% subscription rate.

Age groupSubscribedSubscribed
in the past
(Statista 9)

A total of 55% of US adults are subscribed to Amazon Prime Video.

(Statista 10)

Amazon Prime Video was the second most popular search for video streaming, with a monthly volume of 50.5 million searches worldwide.

(Statista 11)

Amazon Prime Video revenue

The data on the revenue from the Prime Video subscription service is mixed with the revenue from other services from Amazon.

Amazons revenue from subscriptions Prime included

There’s only one estimation from 2018 from BMO Capital Markets, suggesting Amazon Channels (Prime Video) earned:

YearEstimated revenue
from Amazon Channels
2018$700 million
2019$1.7 billion
2020$3.6 billion
(Variety 2)

Find more revenue data for:

Who has more subscribers, Amazon Prime or Netflix?

Netflix has 222 million paying households, whereas Amazon reported at least 175 million Prime Video watchers.

As a whole, Netflix is still in the lead.

(Netflix) (Aboutamazon 2)

2-3 related stats about Prime Day that you find during your research.

On the first-ever Prime Day in 2015, customers from only 9 countries ordered 34.4 million items in just 24 hours.

That’s 398 items each second.

On 2018 Prime Day, Amazon customers from 17 countries ordered 100 million items in 36 hours. That’s equal to 771 items each second.

In 2021, 20 countries were involved in sales, and Amazon was able to sell more than 250 million items in 48 hours.

items sold
Items sold
per second
Prime Day
924h34.4 million398 items
Prime Day
1736h100 million771 items
Prime Day
2048h250 million1,446 items
(Variety) (National Today)

78% of Americans have heard of Prime Day, and 60% will participate in sales.

(National Today)

Here are some ideas on what headphones to buy before Prime Day:

Most wanted Prime Day 2021 items came from health & beauty, electronics, and clothing categories.

Popularity during
Prime Day 2021
Health & Beauty28.0%
Household items26.7%
Home & Garden24.9%
Smart home16.4%
Toys & Games14.8%
Pet care13.0%
Books & Digital media12.1%
Baby items8.0%

Average household spending on Prime Day went down slightly from $54.34 in 2020 to $54.15 in 2021.

Prime DayAverage
per unit

Amazon Prime Day Statistics

When is Amazon Prime Day?

Amazon Prime Day 2022 event will start on July 12-13.

Like the year before, it will last 48 hours.

(Aboutamazon 3)

How much does Amazon make on Prime Day?

Amazon made $11.08 billion in sales on Prime Day 2021.

Amazon yearly sales during Prime Day

That’s up by 7.7% compared to the previous year.

Prime DaySalesYearly increase
2021$11.08 billion+6.7%
2020$10.38 billion+46.4%
2019$7.09 billion+68.0%
2018$4.22 billion+67.4%
2017$2.52 billion+65.8%
2016$1.52 billion+68.9%
2015$900 million
(eMarketer 5) (Digital Commerce 360)

65% of the Prime Day 2021 sales revenue came from the US.

(Statista 12)

How much does Amazon make on Prime Day in the US?

Prime Day 2021 brought $6.65 billion in revenue from US customers alone.

By estimations, Americans will spend around $7.76 billion on Prime Day 2022.

Prime DaySales in the USYearly
$7.76 billion+16.7%
2021$6.65 billion+7.8%
2020$6.17 billion+42.8%
2019$4.32 billion+64.8%
2018$2.62 billion+64.7%
2017$1.59 billion
(eMarketer 5)

Amazon Prime Day revenue per country

Outside the US, Amazon earned $4.43 billion in sales compared to $6.65 in the US in 2021.

It’s expected that international buyers will bring $5.22 billion on Prime Day 2022.

Prime DaySales
outside the US
$5.22 billion+17.8%
2021$4.43 billion+4.4%
2020$4.20 billion+52.2%
2019$2.76 billion+72.5%
2018$1.60 billion+72.0%
2017$930 million
(eMarketer 5)

The difference between Amazon Prime Day sales in the US and outside the US.

Prime DayHow much more did
people spent in the US
(eMarketer 5)

Marketplace sales vs. Amazon’s own product sales.

Share of marketplace sales of Amazon and non-Amazon products on Prime Days.

Prime DayAmazon
items sold
items sold
(Digital Commerce 360)

2-3 related stats to Prime Day.

Best-selling products of the 2021 Prime Day.

  • iRobot Roomba 692
  • Keurig K-Slim Coffee Maker
  • Apple Cider Vinegar Gummy Vitamins by Goli Nutrition
  • Crest 3D White Professional Effects Whitestrips

(Aboutamazon 4)

Prime members used Prime Day 2021 to buy millions of school supplies. 

  • 1 million laptops
  • 1 million headphones
  • 600,000 backpacks
  • 240,000 notebooks
  • 40,000 calculators
  • 220,000 Crayola products

(Aboutamazon 4)

Most common Prime Day 2021 buyers are married Caucasian females with a high income.

High income55%
Age 35-4423%

Sources: Aboutamazon, Aboutamazon 2, Aboutamazon 3, Aboutamazon 4, Amazon, Amazon 2, Statista, Statista 2, Statista 3, Statista 4, Statista 5, Statista 6, Statista 7, Statista 8, Statista 9, Statista 10, Statista 11, Statista 12, Statista 13, Marketplace Pulse, eMarketer, eMarketer 2, eMarketer 3, eMarketer 4, eMarketer 5, Similarweb, CNBC, SBXL, FBA Help, Innovell, Business Insider, Business Insider 2, Project 44, The Media Leader, Park Associates, Netflix, Variety, Variety 2, National Today, Numerator, Digital Commerce 360


People want to get things fast and as cheap as possible. That’s why the number of Amazon Prime members is constantly growing, and people buy many more things through Prime Day sales.

Do you have a Prime subscription? What is your main reason for having it? Are you attending Prime Day sales frequently?

Let us know in the comments.

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