Just how dominant has Amazon's Prime membership service become?
New data from Kantar Consulting estimates that an impressive 45% of households in the US are willing to fork over membership fees to Amazon in exchange for the promise of free two-day shipping on eligible items, along with ancillary benefits like access to Amazon's library of streamable content. That's a figure Kantar said is equal to about 56.9 million homes.
While the cost of Prime membership—$99 per year for nonstudents and $12.99 per month—certainly adds to Amazon's bottom line, the company also sees a bump from Prime members in other significant ways.
According to a report from Consumer Intelligence Research Partners (CIRP) released in October 2017, Amazon Prime members spent an average of almost $1,300 per year on the platform, compared with $700 for nonsubscribers.