Retail memberships owned by Amazon Prime shoppers in the U.S. in 2026
The data on which additional retail memberships Amazon Prime shoppers hold reveals a critical truth about the US retail membership market: membership stacking is the norm, not the exception. Amazon Prime, despite being the dominant retail membership program at 68.4% US market share by revenue, does not create exclusive loyalty. Prime shoppers are among the most membership-heavy consumers in the US — they have already demonstrated a willingness to pay annual fees for retail services, and many extend this behavior across multiple programs simultaneously. The US retail membership fee revenue context in our paid retail membership fee revenue in the US analysis.
The Costco-Prime combination (38.4% overlap) is the defining membership pairing in US retail. It represents the intersection of two distinct value propositions that genuinely complement each other without meaningful substitution: Prime delivers speed and convenience (fast home delivery, digital services, marketplace breadth) while Costco delivers unit cost savings (bulk merchandise at near-zero product margin, gasoline discounts, in-warehouse experience). A household with both Prime and Costco is typically optimizing for both convenience and value — using Prime for daily replenishment and on-demand delivery and Costco for periodic large-basket stock-up trips. The income correlation is striking: Costco-Prime dual membership rises from 14% of Prime shoppers earning under $50K to 58% of those earning over $150K — confirming that premium membership stacking is concentrated in affluent households. Amazon Prime membership revenue in our Amazon Prime analysis.
The 19.8% Prime-Walmart+ overlap — representing approximately 36-37 million US consumers — is the most strategically significant data point in this dataset. Walmart launched Walmart+ in September 2020 explicitly as a Prime competitor at a lower price ($98/year vs Prime's $139/year), and Walmart executives have publicly stated the ambition to offer a comparable bundle. The data suggests this strategy has achieved partial success but not primary substitution: nearly 1 in 5 Prime members pays for both simultaneously, which implies the majority of Walmart+ subscribers are incremental to Prime rather than replacements. The most likely explanation is geographic and use-case segmentation: in suburban and rural markets where Walmart's physical footprint dominates grocery, Prime members find Walmart+ valuable for same-day grocery delivery that Amazon's Whole Foods/Amazon Fresh network does not yet reach. Walmart+ Paramount+ streaming inclusion adds entertainment value without competing directly with Prime Video for most households. The US retail membership market context in our US retail membership revenue share analysis.
The strategic implication for Amazon: the 19.8% Prime-Walmart+ overlap represents approximately 36M consumers who have demonstrated willingness to pay $237/year ($139 Prime + $98 Walmart+) in combined retail memberships. These are not subscribers at risk of canceling Prime — they are heavy retail membership users who find sufficient value in both programs to maintain both simultaneously. Amazon's defensive strategy likely includes expanding grocery delivery coverage (Whole Foods + Amazon Fresh), enhancing Walmart+ substitutable features, and continuing Prime bundle expansion. Prime subscription context in our US retail membership fee revenue analysis.
Retail memberships held by Amazon Prime shoppers US 2026 — Costco 38.4% leads, REI Co-op 3.6% lowest
The horizontal bar chart ranks all 8 additional retail memberships by the % of Amazon Prime shoppers who hold them. The chart shows two distinct tiers: warehouse clubs and Walmart+ (8-38%) vs delivery and specialty memberships (3-8%). Annual Prime membership revenue context in our Amazon Prime analysis.
Retail membership overlap by Prime shopper income — Costco rises from 14% (under $50K) to 58% (over $150K)
Income is the single strongest predictor of which additional memberships Prime shoppers hold. Costco membership rises sharply with income; Walmart+ remains relatively consistent across income bands. The membership stacking behavior peaks among the most affluent Prime members. US market share context in our US retail membership revenue share analysis.
19.8% of Prime members also hold Walmart+ — dual membership most common in suburban, grocery-focused households
The Prime-Walmart+ dual membership rate (19.8%) translates to approximately 36-37 million US consumers simultaneously paying for both programs — spending a combined $237/year on retail memberships. The data shows Walmart+ is strongest as a complement in suburban markets. US retail membership revenue context in our paid retail membership fee revenue analysis.
Why Prime shoppers hold each additional membership — use cases, demographics, and strategic dynamics
- Costco — 38.4% of Prime Shoppers — Premium Bulk Value Complements Prime Convenience: The Prime-Costco combination is the most common dual-membership pairing in US retail, held by approximately 70.7 million Americans (38.4% of 184M Prime members). The combination persists because the two programs serve fundamentally different shopping occasions with minimal overlap. Prime delivers: fast home delivery for everyday replenishment, marketplace breadth, digital entertainment (Prime Video, Music, Gaming), and cloud storage. Costco delivers: rock-bottom unit prices on bulk merchandise, the Costco gasoline price advantage (approximately $0.10-0.20/gallon below market — worth $100-200/year for average US driver), fresh produce and meat at Costco quality, and the warehouse browsing experience that many members describe as entertainment. The income correlation is strong (14% among under-$50K Prime shoppers → 58% among over-$150K) because Costco's $65-$130 annual fee represents a proportionally smaller cost at higher incomes, and because affluent households typically drive more and buy in larger quantities. Costco membership revenue context in our US retail membership revenue share analysis.
- Sam's Club — 21.6% of Prime Shoppers — Strongest in South/Midwest Where Sam's Dominates: Sam's Club (Walmart's warehouse club division) is held by 21.6% of Prime shoppers — higher than Walmart+ (19.8%) among the same population. Sam's Club membership ($50 Club / $110 Plus per year) appeals to Prime shoppers in markets where Costco has limited presence — particularly in the South, Midwest, and rural areas where Sam's Club's 600+ locations provide warehouse club access that Costco's approximately 600 US locations (more coastal-weighted) does not. Sam's Club membership is strongest among Prime shoppers in the $50K-$100K and $100K-$150K income brackets (22-24%) — slightly lower at the highest incomes where Costco's more affluent positioning wins. Sam's Club's Scan & Go mobile checkout technology is one of the most-cited reasons for maintaining dual membership among Prime shoppers who value in-store efficiency. Sam's Club revenue context in our paid retail membership fee revenue analysis.
- Walmart+ — 19.8% of Prime Shoppers — Grocery Delivery Complement, Especially in Non-Amazon-Fresh Markets: Walmart+ is held by approximately 36-37 million of Prime's 184 million US subscribers — the most strategically important overlap in the dataset given Walmart+'s positioning as Prime's direct competitor. The primary use case for Prime-Walmart+ dual membership is grocery delivery: in suburban and rural US markets where Walmart's physical store dominates grocery and where Amazon Fresh delivery coverage is limited, Prime members find Walmart+ essential for same-day grocery. The geographic data confirms this: rural Prime shoppers hold Walmart+ at 28.4% vs large-city Prime shoppers at 12.4% (where Amazon Fresh/Whole Foods coverage is strongest). The Paramount+ streaming bundle included with Walmart+ provides additional differentiation for households that don't subscribe to Paramount+ separately. The $98/year Walmart+ price (vs $139/year Prime) makes dual membership affordable at a combined $237/year. Walmart+ revenue in our US retail membership fee revenue analysis.
- BJ's Wholesale — 8.2% of Prime Shoppers — Northeast Regional Concentration: BJ's Wholesale Club (8.2% overlap) is entirely explained by geography — BJ's operates approximately 240 clubs concentrated in the Northeast (Massachusetts, New York, New Jersey, Connecticut, Pennsylvania, Maryland, Virginia, Florida). Among Prime shoppers in the Northeast, BJ's overlap is estimated at approximately 18-22% — significantly higher than the national average. BJ's unique advantage for Northeast Prime shoppers: it accepts manufacturer coupons (unlike Costco and Sam's Club), enabling additional savings on branded products beyond the warehouse club unit pricing. BJ's Inner Circle ($55/year) and Perks Elite ($110/year) tiers are priced attractively for Prime shoppers seeking warehouse club benefits without driving the longer distances typical to Costco or Sam's Club in the Northeast. BJ's revenue context in our US retail membership revenue share analysis.
- Target Circle 360 — 6.4% of Prime Shoppers — Same-Day Delivery Alternative Growing Among Young Families: Target Circle 360 ($49/year — Target's paid membership with same-day delivery from local Target stores) is held by 6.4% of Prime shoppers, growing from a lower base as Target has expanded its same-day delivery coverage and improved its Circle 360 value proposition. The Prime-Target Circle 360 overlap is strongest among: Prime shoppers with children under 12 (Target's core demographic); households in urban/suburban areas with nearby Target stores; and younger Prime members (Millennial/Gen Z) who prefer Target's apparel, home goods, and essentials. Target Circle 360 is primarily used for same-day delivery of Target-exclusive products and apparel — a use case that Prime (without a nearby Amazon physical store) cannot fully replicate.
- Instacart+ — 5.8% of Prime Shoppers — Multi-Retailer Grocery Access Where Amazon Falls Short: Instacart+ ($99/year) gives Prime shoppers same-day delivery from 1,400+ grocery retailers — including Kroger, Safeway, Albertsons, Costco, Whole Foods, and regional grocers that Amazon's own delivery doesn't cover. The 5.8% overlap reflects Prime shoppers who prioritize grocery delivery breadth: they want to order from their preferred local grocery chain (Kroger, H-E-B, ShopRite) in addition to or instead of Whole Foods/Amazon Fresh. Instacart+ is particularly valued in markets where Amazon Fresh is not available and Whole Foods has limited selection or high prices. The overlap is declining slightly as Amazon Fresh expands — but Instacart's multi-retailer model is a durable differentiator. Grocery delivery comparison in our Amazon Prime analysis.
- Shipt — 4.2% of Prime Shoppers — Target Ecosystem Shoppers Maintaining Both: Shipt ($99/year, owned by Target) is held by 4.2% of Prime shoppers — primarily those who shop regularly at Target and value same-day Target delivery via Shipt's shopper network. Shipt covers Target plus select CVS, Meijer, and other retailers. The Prime-Shipt overlap is largely a subset of the Prime-Target Circle 360 overlap — many households using Target Circle 360 also use Shipt for on-demand delivery, or hold Shipt from before Target Circle 360 launched. Shipt's Shopper-picked delivery model is preferred by some consumers who value the ability to receive updates and substitution confirmations from a real person.
- REI Co-op — 3.6% of Prime Shoppers — Affluent Outdoor Enthusiast Niche: REI Co-op ($30 lifetime membership) is the lowest-overlap program in the dataset at 3.6% — but its niche nature makes the overlap more meaningful than the number suggests. REI Co-op members receive an annual dividend (approximately 10% of eligible purchases), access to REI Co-op brand products at member prices, and REI garage sales. The Prime-REI overlap is concentrated among: higher-income Prime shoppers (outdoor gear is discretionary); Pacific Northwest, Mountain West, and Northeast Prime members (near REI's geographic strongholds); and active outdoor lifestyle consumers who use both Prime for general e-commerce and REI for specialty outdoor equipment. At $30 lifetime (not annual), the REI membership is effectively free for any active outdoor enthusiast — making the 3.6% overlap entirely incremental to Prime spending rather than competitive with it.
Combined annual cost of retail membership stacking — Prime ($139) + Costco ($65-$130) = $204-$269/year for most common combo
The stacking behavior implies significant annual spending on retail memberships by Prime shoppers. Understanding what consumers are paying for their combined membership portfolios helps explain why programs must deliver clear, non-overlapping value. The full US market context in our paid retail membership fee revenue analysis.
Average retail memberships per Prime shopper by income — from 1.4 (under $50K) to 3.1 (over $150K)
Retail memberships held by Amazon Prime shoppers US 2026 — complete data by program
| Program | % of Prime Shoppers | Est. US Members (M) | Annual Fee (Base) | Combined Cost w/ Prime | Primary Use Case w/ Prime | Type |
|---|---|---|---|---|---|---|
| Costco | 38.4% | ~70.7M | $65-$130/yr | $204-$269/yr | Bulk value, gasoline, in-store | Warehouse club |
| Sam's Club | 21.6% | ~39.7M | $50-$110/yr | $189-$249/yr | Bulk value — South/Midwest focus | Warehouse club |
| Walmart+ | 19.8% | ~36.4M | $98/yr | $237/yr | Grocery delivery — suburban/rural | Digital-first |
| BJ's Wholesale | 8.2% | ~15.1M | $55-$110/yr | $194-$249/yr | Northeast warehouse club; coupons | Warehouse club |
| Target Circle 360 | 6.4% | ~11.8M | $49/yr | $188/yr | Same-day Target; families | Delivery |
| Instacart+ | 5.8% | ~10.7M | $99/yr | $238/yr | Multi-retailer grocery delivery | Grocery delivery |
| Shipt | 4.2% | ~7.7M | $99/yr | $238/yr | Target same-day; real shopper | Grocery delivery |
| REI Co-op | 3.6% | ~6.6M | $30 lifetime | $139+$30 lifetime | Outdoor gear; 10% dividend | Specialty retail |
Retail memberships held by Amazon Prime shoppers US 2026 — key statistics
Frequently Asked Questions — retail memberships held by Amazon Prime shoppers US 2026
Retail memberships held by US Amazon Prime shoppers in 2026: Costco 38.4% (~70.7M Americans), Sam's Club 21.6% (~39.7M), Walmart+ 19.8% (~36.4M), BJ's Wholesale 8.2% (~15.1M), Target Circle 360 6.4% (~11.8M), Instacart+ 5.8% (~10.7M), Shipt 4.2% (~7.7M), REI Co-op 3.6% (~6.6M). Average Prime shopper holds approximately 2.1 total retail memberships. Amazon Prime detail in our Amazon Prime analysis. Source: Consumer Intelligence Research Partners (CIRP) 2026.
38.4% of Prime shoppers also hold Costco because they serve genuinely complementary needs with minimal overlap: Prime delivers speed (fast home delivery), digital services, and marketplace breadth; Costco delivers bulk merchandise unit cost savings, gasoline discounts (~$0.10-0.20/gallon below market), and fresh produce quality. The two programs rarely cannibalize each other's use cases. Income drives the overlap: 14% of under-$50K Prime shoppers also have Costco vs 58% of over-$150K Prime shoppers. Higher-income households drive more (fuel savings more valuable) and buy in larger quantities (bulk economics work better). Source: CIRP 2026, eMarketer 2026.
Yes — 19.8% of Prime shoppers (approximately 36-37 million Americans) also hold Walmart+ in 2026, paying a combined $237/year for both. The overlap confirms Walmart+ is functioning as a grocery delivery complement rather than a Prime substitute for most households — particularly in suburban and rural areas where Walmart's physical stores dominate grocery and Amazon Fresh/Whole Foods coverage is limited. Rural Prime shoppers hold Walmart+ at 28.4% vs large-city Prime shoppers at 12.4%. US retail membership market context in our US retail membership revenue share analysis. Source: CIRP, MoffettNathanson 2026.
The average Amazon Prime shopper holds approximately 2.1 total retail memberships (Prime plus approximately 1.1 additional). By income: under $50K: avg 1.4 total. $50K-$100K: avg 2.0. $100K-$150K: avg 2.6. Over $150K: avg 3.1 total memberships. The most common single-secondary combination is Prime + Costco (38.4% of Prime members). Membership stacking accelerates sharply above $100K household income — confirming it is primarily an affluent consumer behavior. Full US retail membership fee revenue in our paid retail membership fee revenue analysis. Source: CIRP 2026.
The 19.8% Prime-Walmart+ dual-membership rate suggests Walmart+ is primarily a complement, not a substitute for Prime in 2026. True substitution would show Prime members canceling Prime when joining Walmart+ — the data shows 1 in 5 Prime members holds both simultaneously, implying the majority of Walmart+ subscribers are incremental. Walmart+ competes most directly with Prime for grocery delivery (particularly in rural/suburban markets) and streaming (Paramount+ vs Prime Video) — but Prime's superiority in non-grocery e-commerce, marketplace breadth, and bundle depth (Gaming, Music, Photos) maintains the primary loyalty position. Amazon Prime context in our Amazon Prime analysis. Source: CIRP, MoffettNathanson 2026.
Income is the strongest predictor of membership stacking among Prime shoppers: Costco: 14% (under $50K) → 32% → 45% → 58% (over $150K). Sam's Club: 6% → 22% → 24% → 18%. Walmart+: 12% → 21% → 20% → 16% (most consistent across income — grocery delivery value is relatively income-independent). BJ's Wholesale: 3% → 7% → 10% → 12%. The dramatic Costco income gradient (14% to 58%) reflects both Costco's affluent positioning and the fact that annual membership fees ($65-$130) represent proportionally smaller costs at higher incomes. Amazon operating income context in our Amazon operating income by segment analysis. Source: CIRP 2026 income cross-tabulation.
21.6% of Prime shoppers hold Sam's Club for two main reasons: (1) Geographic access: Sam's Club has 600+ US locations weighted toward the South and Midwest where Costco presence is thinner — in these markets, Sam's is the accessible warehouse club for Prime shoppers who want bulk merchandise. (2) Price: Sam's Club ($50-$110/year) is lower than Costco ($65-$130/year) — combined Prime+Sam's cost is $189-$249/year vs Prime+Costco's $204-$269/year. Sam's Club is stronger among $50K-$150K Prime shoppers (22-24%) — the middle-income band where value matters most. US membership market share in our US retail membership revenue share analysis. Source: CIRP 2026.
The 5.8% Instacart+ and 4.2% Shipt overlap reveals a grocery delivery pluralism pattern: Prime members who want same-day delivery from non-Amazon grocers (Kroger, Safeway, H-E-B, Albertsons, and 1,400+ Instacart retailers) hold Instacart+ for multi-retailer access that Prime cannot match. Instacart+ ($99/year) gives access to the shopper's preferred local grocery chain — even if that chain isn't partnered with Amazon Fresh or located near a Whole Foods. Shipt's 4.2% reflects Target-ecosystem shoppers maintaining both. Both overlaps are declining slowly as Amazon Fresh expands grocery coverage — but Instacart's multi-retailer breadth is a durable competitive advantage. Amazon Prime analysis at Amazon Prime analysis. Source: CIRP, Instacart earnings 2026.
Wall Street Journal — Amazon Prime and Walmart+ Consumer Overlap Analysis 2026 — wsj.com
