Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Forecast: Just how big is Amazon Prime and how fast will it grow?

At the heart of Amazon's flywheel is Amazon Prime—a subscription service that includes a wide variety of perks such as discounts on select items, expedited shipping, and online videos, games, and music, to name a few. In fact, in June this year, J.P. Morgan estimated the value of a Prime subscription (which costs $119 annually) at approximately $1,000.

Amazon launched Prime in 2005 with the offer of unlimited two-day shipping for $79 per year on a wide selection of products housed on the retailer’s site. Six years later, Amazon added Prime Video, giving subscribers access to ad-free movies and TV shows.

In 2014, the company raised Amazon Prime’s price to $99 and started experimenting with adding more services—some of which, like Prime Pantry and Prime Now, were aimed at facilitating repeat household item purchases but have been discontinued as standalone services. Then, in 2015, Amazon created its own shopping holiday, Prime Day, now a multiday event that generated $11.19 billion in sales worldwide for the company in 2021, according to Digital Commerce 360.

We forecast that the number of US Amazon Prime households will reach 81.4 million in 2021, up 4.8% year over year (YoY). Put another way, nearly two-thirds (63.4%) of all US households will have an Amazon Prime membership this year. To put that in perspective, we estimate that in 2016, 44.8 million US households—35.6% of all households—had Amazon Prime. We forecast that those numbers will grow to 90.2 million and 68.0% by 2025.

As Amazon adds more services to its platform and looks to offer even faster shipping via its Prime Air drone delivery service, we expect more households to sign up for Prime in the coming years.