Consumers of all ages are willing to pay for quicker delivery, and Amazon's free shipping upgrade will likely make Prime more appealing. According to a 2018 LaserShip survey conducted by Hanover Research, next-day shipping was something 32% of those ages 18 to 25 would pay for, as well as 26% of those 26 to 54. This topped the 31% of 18- to 25-year-olds who said the same of two-day shipping, as well as the roughly 20% of respondents 26 to 54. Amazon's rumored shipping upgrade could indeed attract new consumers looking for faster shipping speeds and retain the nearly 119 million shoppers who already subscribe.
By 2021, that figure will grow to nearly 134 million Amazon Prime users, accounting for more than half of the US population. But Prime membership growth will slow to just 4.4%.