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.