Reasons that Amazon Prime members shop on Amazon in the United States as of July 2017

Reasons that Amazon Prime members shop on Amazon in the U.S. as of July 2017 This statistic presents the reasons that Amazon Prime members shop on Amazon in the United States as of July 2017. According to the findings, 70 percent of surveyed respondents stated that their main reason to shopping on Amazon as a Prime member was due to the availability of free-shipping. Additionally, 65 percent reported that prices were their primary reason for shopping.
Further information

Amazon Prime is an annual subscription service for Amazon customers, offering free or discounted shipping on eligible products as well as other services in selected countries such as the Amazon Video streaming service, Amazon Music streaming, as well as a Kindle e-book lending library and cloud storage. In commemoration on Amazon’s 20th birthday in July 2015, Amazon celebrated Amazon Prime Day, which featured deals for Prime members similar to Black Friday and Cyber Monday. Despite the exclusiveness of these deals, these types of discounts were only relevant for nine percent of U.S. Prime subscribers in 2015. The average amount of money spent on Amazon was higher among Prime members than among non-members.

The market penetration rate of Amazon’s video service has been lagging behind market leader Netflix’ – as of the second quarter of 2014, 30 percent of U.S. households subscribed to Netflix whereas only 12 percent subscribed to Amazon’s SVoD service. The leading U.S. metro markets with the highest Amazon Prime Video access rates were Washington DC, Seattle and Portland. The number of Prime Video users in the United States is projected to reach 88.6 million users in 2019, up from 65.2 million in 2015. A September 2015 survey found that 19 percent of users accessed the streaming service at least weekly.
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Share of respondents
Free shipping70%
Price65%
Two-day or next-day shipping60%
It was so easy to buy it this way52%
'One-stop shop', I can buy different things there that I need52%
I bought on Amazon before and I know their products42%
Selection - more products available than in-store42%
Amazon's return policy33%
I prefer to buy online rather than go to a store31%
Product reviews on the Amazon websites30%
Unique products not sold elsewhere20%
I had a gift card18%
Amazon Rewards Visa Card (credit card)14%
Amazon's recommendations - 'you may also like' or 'people also bought'13%
Amazon.com Store Card (credit card)13%
I had a special offer in an email6%
Online chat support5%
Share of respondents
Free shipping70%
Price65%
Two-day or next-day shipping60%
It was so easy to buy it this way52%
'One-stop shop', I can buy different things there that I need52%
I bought on Amazon before and I know their products42%
Selection - more products available than in-store42%
Amazon's return policy33%
I prefer to buy online rather than go to a store31%
Product reviews on the Amazon websites30%
Unique products not sold elsewhere20%
I had a gift card18%
Amazon Rewards Visa Card (credit card)14%
Amazon's recommendations - 'you may also like' or 'people also bought'13%
Amazon.com Store Card (credit card)13%
I had a special offer in an email6%
Online chat support5%
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Description Source More information
This statistic presents the reasons that Amazon Prime members shop on Amazon in the United States as of July 2017. According to the findings, 70 percent of surveyed respondents stated that their main reason to shopping on Amazon as a Prime member was due to the availability of free-shipping. Additionally, 65 percent reported that prices were their primary reason for shopping.
Further information

Amazon Prime is an annual subscription service for Amazon customers, offering free or discounted shipping on eligible products as well as other services in selected countries such as the Amazon Video streaming service, Amazon Music streaming, as well as a Kindle e-book lending library and cloud storage. In commemoration on Amazon’s 20th birthday in July 2015, Amazon celebrated Amazon Prime Day, which featured deals for Prime members similar to Black Friday and Cyber Monday. Despite the exclusiveness of these deals, these types of discounts were only relevant for nine percent of U.S. Prime subscribers in 2015. The average amount of money spent on Amazon was higher among Prime members than among non-members.

The market penetration rate of Amazon’s video service has been lagging behind market leader Netflix’ – as of the second quarter of 2014, 30 percent of U.S. households subscribed to Netflix whereas only 12 percent subscribed to Amazon’s SVoD service. The leading U.S. metro markets with the highest Amazon Prime Video access rates were Washington DC, Seattle and Portland. The number of Prime Video users in the United States is projected to reach 88.6 million users in 2019, up from 65.2 million in 2015. A September 2015 survey found that 19 percent of users accessed the streaming service at least weekly.
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Release date
July 2018
Region
United States
Survey time period
July 2017
Age group
18 years and older
Supplementary notes
*Source did not reveal size of surveyed sample.

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