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

Nearly Half of US Households Are Now Amazon Prime Subscribers

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. 

Amazon experiences other benefits from Prime membership as well. October 2017 research from Feedvisor found that Amazon Prime members are more frequent visitors to the service, and also make purchases more often. 

For example, 31% of Prime members visited Amazon on a daily basis, compared with 11% of other shoppers, according to Feedvisor. In addition, the firm found that 24% of Prime subscribers made a purchase on Amazon at least twice per week, while just 4% of non-Prime shoppers did the same.

Amazon Prime members also appear to be more apt to adopt browsing behaviors on the platform. Feedvisor found about half of Prime users went to Amazon to browse for new deals and daily discounts, a behavior exhibited by just one-third of other shoppers.