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Amazon Prime - statistics & facts | BusinessStats
Amazon Prime Topic Page E-Commerce May 2026

Amazon Prime — statistics & facts

Since launching in the United States in 2005, Amazon Prime has scaled into the world’s largest paid retail membership programme, with an estimated 240 million+ paying members globally by early 2026. Amazon stopped disclosing official subscriber counts in 2021, but third-party research and the company’s own segment reporting tell the story: Prime crossed the $49.6 billion mark in annual subscription revenue in FY 2025 (+12% YoY), Prime Day 2025 generated $24.1 billion in sales, and Prime Video’s ad-supported tier now reaches over 315 million monthly viewers. Beyond shipping, the bundle now spans video, music, gaming, grocery, reading, and live sports — making Prime the gravity well around which Amazon’s entire consumer empire orbits.

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RD
Robert D.
BusinessStats Research Team · Media & Entertainment
100%
Editorially
Verified
12 sources
Primary
Sources Cited
31 datasets
Charts &
Data Points
13+ yrs
Historical
Data Coverage
Quarterly
Update
Cadence

Overview

Paid retail membership fee revenue in the United States 2026 → Share of paid retail membership fee revenue in the United States 2026 → Global net revenue of Amazon 2015-2026, by product group → Quarterly global net revenue of Amazon 2017-2026, by product group → Amazon operating income 2015-2026, by segment → Retail memberships owned by Amazon Prime shoppers in the U.S. 2026 →

Prime subscribers

Number of U.S. Amazon Prime users 2017-2026 → Number of Amazon Prime subscribers in the U.S. 2016-2026 → Share of Amazon Prime subscribers in the U.S. 2018-2026 → Percentage of adults with Amazon Prime membership in the U.S. 2022 to 2026 → Amazon Prime users in the U.S. 2026, by age group → Share of Amazon Prime subscribers by income in the U.S. 2026 →

Sale events

Amazon Prime Day sales worldwide 2015-2026 → Amazon Prime Day sales 2016-2026 → Global Amazon Prime Day shopping volume 2018-2026 → Consumers likely to make purchases during Prime Days in the U.S. 2019 to 2026 → Opinions on Prime Big Deal Days in the United States 2026 → Share of U.S. Amazon shoppers satisfied with Prime Big Deal Days 2026 →

Online shopping

Reasons for joining Amazon Prime in the U.S. 2026 → Use of Buy Now, Pay Later (BNPL) for Amazon sales event purchases in the U.S. 2026 → Payment forms used at Amazon Prime Days in the U.S. 2026 → NPS of retailers among Amazon Prime users in the U.S. 2026 → Amazon Prime’s ad awareness in the U.S. 2019-2026 → Popularity and fame of Amazon Prime in the UK 2021-2026 →
FAQs

Frequently asked questions

The questions readers and analysts ask the BusinessStats research team most often about Amazon Prime — answered with the latest 2026 data from public filings and third-party research.

How many Amazon Prime members are there worldwide in 2026?+
Amazon stopped publicly disclosing official Prime subscriber numbers in 2021, but third-party research firms put the global count at between 220 million and 250 million paying members in early 2026. The most widely cited figure is around 240 million worldwide, with approximately 200 million of those in the United States alone — making Prime the largest paid retail membership programme on the planet.
How much revenue does Amazon make from Prime memberships?+
Amazon’s subscription services segment — which primarily reflects Prime fees alongside digital content subscriptions like Audible and Kindle Unlimited — generated $49.6 billion in FY 2025, up roughly 12% from $44.4 billion in 2024. The segment has grown every single quarter since Amazon began separately reporting it in 2019, with quarterly revenue now consistently above $12 billion.
How much does Amazon Prime cost in 2026?+
In the United States, Amazon Prime costs $139 per year or $14.99 per month. Student Prime is half-price at $7.49 per month. Pricing has been unchanged since 2022, though analysts widely expect a U.S. price increase at some point in 2026 given subscription revenue growth pressure. International pricing varies by market — for example, UK Prime is £95 per year.
How much did Prime Day generate in 2025?+
Prime Day 2025 was the largest in the event’s history, generating $24.1 billion in global sales over its July run. That extended Prime Day’s streak as Amazon’s single most important commercial event of the year. Big Deal Days — the October mini-Prime Day — has also matured into a meaningful holiday-shopping kickstarter event in the U.S. and select markets.
In how many countries is Amazon Prime available?+
As of 2026, Amazon Prime is available in approximately 27 countries, spanning North America, Europe, Latin America, the Middle East, India, Australia, Japan, and Singapore. Each market gets a localised feature set — the U.S. has the most complete bundle, while emerging markets like India often combine a lower price point with regional content.
What benefits are included with Amazon Prime in 2026?+
Beyond unlimited fast shipping, a Prime membership now bundles Prime Video (streaming with limited ads), Amazon Music Prime, Prime Gaming, Prime Reading, Prime Photos, exclusive Prime Day and Big Deal Days discounts, Whole Foods discounts, free Grubhub+ membership in the U.S., and exclusive live sports (NFL Thursday Night Football, Champions League, cricket in India). The breadth of the bundle is Amazon’s key competitive moat.
Does Prime Video have an ad-supported tier?+
Yes. In January 2024, Amazon converted Prime Video to an ad-supported tier by default for all Prime members, with an ad-free upgrade priced at around $2.99 per month in the U.S. The ad tier has grown to over 315 million monthly viewers globally, making it the largest ad-supported streaming audience in the world — a key reason Amazon’s advertising business has accelerated through 2025 and 2026.
How does Prime Video compare to Netflix?+
Prime Video and Netflix have been trading the top spot in U.S. streaming market share through 2024-2026. As of early 2026, Netflix is back at #1 with roughly 20% share versus Prime Video at 19%, according to JustWatch. The two compete on very different models: Netflix is pure-play subscription streaming, while Prime Video is bundled into the broader Prime ecosystem — meaning most Prime Video viewers don’t pay specifically for video.
How profitable is Amazon Prime for Amazon?+
Prime is highly accretive even before the membership fees themselves. Prime members spend an average of $1,400 per year on Amazon — more than 2× what non-Prime customers spend. With the U.S. base alone topping 200 million members, Prime is the single biggest factor pulling consumers into Amazon’s retail ecosystem and locking them in across multiple categories.
Is Amazon Prime worth it in 2026?+
On pure shipping-savings math, most active Amazon shoppers easily recover the $139 annual fee. Prime members report saving an average of more than 2× the membership cost through shipping benefits alone, with the top decile saving roughly 8× the fee. When the bundle (video, music, gaming, reading, Whole Foods discounts) is factored in, the value proposition becomes even more compelling. The main question for any individual household is whether they shop on Amazon at least 4-5 times per year — if yes, Prime almost always pays for itself.
What is the outlook for Amazon Prime?+
Analysts expect Prime subscription revenue to maintain 11-14% annual growth through 2027, supported by international expansion (especially India and Southeast Asia), a likely U.S. price increase, and continued ad-revenue acceleration from Prime Video’s 315M-strong ad audience. Market.us projects the global subscriber base will reach around 250 million by end of 2027 and 269 million by 2029. Amazon’s push into live sports rights ($3.8B in 2026 alone) is a key bet on keeping engagement up against pure-play streamers.
Methodology · Sources · Verification

How this Amazon Prime dataset was compiled

Every figure on this page traces back to either an audited financial filing or a recognised third-party measurement firm. The BusinessStats research team cross-checks each number against at least two independent sources before publication and re-verifies the full dataset every quarter as new earnings reports and audience measurements are released.

Charts marked with a "+" badge are downloadable in CSV/XLSX format directly from each chart page, with full source attribution attached.

Primary Sources
  • Amazon.com Inc. — Form 10-K, FY 2025
  • Amazon Q1 & Q2 FY 2026 Earnings Releases
  • Consumer Intelligence Research Partners (CIRP) reports
  • eMarketer — U.S. Prime member estimates
  • JustWatch — U.S. streaming market share data
  • BusinessStats Consumer Insights surveys
  • YouGov Brand Index — awareness & consideration
Quality Controls
  • Triple-source cross-check on every KPI
  • Quarterly refresh of financial figures
  • Senior analyst review before publication
  • Versioned dataset history maintained
  • FX-neutral conversions disclosed
Verified May 03, 2026
Report ID BS-ECOMM-2026-016
Next refresh Aug 2026