Amazon Prime User and Revenue Statistics (2021)

Amazon Prime User and Revenue Statistics (2021)

Brian Dean

by Brian Dean · Updated Oct. 22, 2021

Amazon Prime User and Revenue Statistics

Amazon Prime launched in 2005 as an Amazon membership service offering free two-day shipping.

It gained limited customer traction during the first years, but after 2011 it started quickly taking off and now has more than 200 million members across 19 countries.

Prime membership has evolved and now includes streaming, shopping, reading, and other benefits besides free shipping.

You’ll find out the latest information about Amazon Prime growth and usage data in this roundup. After reading these stats, you’ll better understand how Amazon manages to register over $25 billion from subscription fees alone.

Here’s a breakdown of what we’ll cover:

Important Amazon Prime Stats

  • Amazon has over 200 million Prime members.
  • Sales during Prime Day on Amazon reached $11.79 billion in 2021.
  • Amazon Prime is available in 22 countries as of October 2021.
  • Amazon registers $25.21 billion in annual revenue from retail subscription fees.

Global Amazon Prime Subscribers

Amazon announced that they currently have over 200 million Amazon Prime subscribers around the world. They also report that Amazon Prime delivers “$126 billion of value creation” due to time saved by customers using the service.

Amazon has over 200 million Prime members

Amazon doubled its Prime subscriber base since early 2018, from 100 million to over 200 million.

Date Paying Amazon Prime members
Q1 2018 100 million
Q4 2019 150 million
Q1 2021 200 million

Source: Amazon Shareholder Letter, Statista

US Amazon Prime Subscribers

Amazon has 148.6 million Amazon Prime Members in the US. An increase of 49.05% from 99.7 million in 2017.

Amazon has 148.6 million Amazon Prime Members in the US

Overall, the US accounts for 74.% of all Amazon Prime subscriptions.

Based on eMarketer forecasts, the number of Amazon Prime users in the US is expected to reach 157.4 million by 2022.

Amazon Prime user growth in the US

Here’s the table with Amazon Prime user growth in the US:

Year Number of users
2013 25 million
2014 40 million
2015 54 million
2016 65 million
2017 99.7 million
2018 112.1 million
2019 124 million
2020 142.5 million
2021 151.9 million
2022 157.4 million
2023 161.7 million
2024 165 million
2025 168.3 million

Sources: eMarketer, Statista

Amazon Prime Day Sales

Launched in 2015, Prime Day is an annual deal event available exclusively to Prime members.

Sales on Amazon during Prime Day reached $11.19 billion in 2021. An increase of 7.7% from $10.39 billion a year earlier.

And sales during 2021 Prime Day were 4.64x higher than the same event held in 2017.

Amazon Prime Day Sales

Here’s the table on sales growth of Amazon Prime Day since 2015:

Year Gross sales on Amazon during Prime Day
2015 $0.9 billion
2016 $1.52 billion
2017 $2.41 billion
2018 $4.19 billion
2019 $7.16 billion
2020 $10.39 billion
2021 $11.19 billion

Source: Digital Commerce 360

eMarketer also covers data on Amazon Prime Day sales performance, providing slightly different estimates.

Based on eMarketer findings, sales on Amazon during Prime Day reached $11.79 billion in 2021.

eMarketer also estimates that Prime Day sales have grown by 185.47% compared to the 2018 event.

Here’s the table with Amazon Prime Day sales growth since 2016:

Year Gross sales on Amazon during Prime Day (worldwide)
2016 $1.5 billion
2017 $2.47 billion
2018 $4.13 billion
2019 $6.93 billion
2020 $9.91 billion
2021 $11.79 billion

62% ($7.31 billion) of total Prime Day sales represented revenue from the US market, while the remaining 38% ($4.48 billion) originated from international markets in 2021.

62.26% of total Prime Day sales represented revenue from the US market

Here’s a table with Amazon Prime Day sales growth in the US, including share since 2016:

Year Gross sales on Amazon during Prime Day in the US
2016 $0.99 billion
2017 $1.59 billion
2018 $2.62 billion
2019 $4.32 billion
2020 $6.17 billion
2021 $7.31 billion

Here’s a table with Amazon Prime Day sales growth in non-US, including share since 2016:

Year Gross sales on Amazon during Prime Day in non-US
2016 $0.5 billion
2017 $0.88 billion
2018 $1.51 billion
2019 $2.61 billion
2020 $3.74 billion
2021 $4.48 billion

Source: eMarketer

During 2021 Amazon Prime Day, Amazon Prime members worldwide purchased over 250 million items.

Top-selling products worldwide for Prime Day 2021 included iRobot Roomba 692 Robot Vacuum, Keurig K-Slim Coffee Maker, Apple Cider Vinegar Gummy Vitamins by Goli Nutrition, and Crest 3D White Professional Effects Whitestrips.

Fire TV Stick 4K was the most commonly purchased Amazon device during the two-day event.

Source: Amazon

Amazon Prime revenue

Amazon Prime revenue cannot be entirely isolated from Amazon’s overall revenue. However, Amazon does disclose the net sales of all subscription services, including Amazon Prime-related membership fees, digital video, audiobooks, digital music, e-books, and other subscription services (excluding AWS).

Amazon Prime revenue

Here’s a breakdown of Amazon’t subscription services revenue:

Year Annual net sales of subscription services
2014 $2.76 billion
2015 $4.47 billion
2016 $6.39 billion
2017 $9.72 billion
2018 $14.17 billion
2019 $19.21 billion
2020 $25.21 billion

Sources: Amazon, Statista

How many countries have Amazon Prime ?

Amazon Prime is currently available in 22 countries.

Here’s the table with international expansion milestones of Amazon Prime since 2007:

Country Year of Amazon Prime launch
Germany, Japan, United Kingdom 2007
France 2008
Italy 2011
Canada 2013
India 2016
Mexico 2017
Turkey 2020

Sources: Amazon, Wikipedia

Conclusion

That just about wraps up my Amazon Prime growth statistics.

While Amazon is a publicly-traded company, the information they provide on their membership program is relatively limited. I’ve done my best to provide you with a comprehensive overview of Amazon Prime user and revenue data in one place.

Now I’d like to hear from you:

Any questions or comments about this collection of Amazon Prime statistics? Or maybe there’s something missing from this  page?

Either way, feel free to leave a comment below.

4 Comments

  1. For me Amazon Prime is worth it just for the streaming movies. Also a free ebook rental per month was an added bonus.

    Jeff Bezos had a great idea when he started the Amazon Prime Service.
    Khun Greg

    1. Brian Dean Avatar Brian Deansays:

      It’s definitely not a bad deal. Netflix puts out 10-20x more content than Amazon Prime Video. But some of their shows are super good.

  2. Good post! I found a typo in the sentence “AAmazon has 148.6 million Amazon Prime Members in the US. An increase of 49.05% from 99.7 million in 2017.”

    There is two A’s in the beginning of the sentence.

    1. Brian Dean Avatar Brian Deansays:

      Thanks Josh. We fixed that typo.

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