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

More Than Half of US Households Will Be Amazon Prime Members in 2019

In 2019, 51.3% of US households will be Amazon Prime members, according to our latest forecast—that’s about 5.2 million more households than last year.

Prime's growth will be fueled by lower-income households and consumers attracted to the platform's new offerings. Expanding beyond the flagship Prime benefit—fast or free shipping—Amazon continues to diversify its value to customers.

“New membership is driven by the company’s continuous expansion of Prime product categories, like groceries, apparel and pantry—as well as new options for media consumption, like books and video games,” said Martín Utreras, eMarketer's vice president of forecasting.

And subscribers can also take advantage of Prime’s Amazon Household. This service is a no-brainer for bigger families, as it offers Prime benefit sharing via linked accounts for up to two adults, four teens (ages 13 to 17) and four children (12 and younger). The service also offers parental controls for media, as well as household-specific discounts on products like diapers and baby food.

But all this comes at a cost. In May 2018, the company raised its annual membership fee to $119—only the second increase in Prime's history. (The first was in 2014, when it increased from the debut price of $79 to $99.)

To soften the blow of a higher cost, the company has introduced various payment plans and special discounts, including a $12.99/month option, an annual student membership fee of $59, and a $5.99/month fee for those on government assistance.

These offerings are attempts to capture and retain a wider range of consumers. "Amazon’s flexible discount strategy shows it's trying to attract the long tail of the consumer market,” Utreras added.

That makes sense, because Prime users spend an average of $1,400 per year on Amazon vs. the $600 non-Prime members spend yearly, according to an October 2018 study from CIRP.