In fact, the many benefits of the Amazon Prime membership are among the main reasons for users in the United States to join in the annual subscription service. For the majority of users, the free 2-day shipping is the main attraction, but many users also appreciate digital services such as the unlimited instant streaming of video and audio content across many platforms, as well as exclusive promotions and discounts. In July 2015, Amazon celebrated its 20th anniversary by offering flash sales for Amazon Prime customers worldwide – a solid marketing tactic, as 38 percent of internet users in the United States were living in a household with an Amazon Prime subscription as of December 2015. Prime users are also especially active Amazon customers, with a higher spending average than non-Prime users. U.S. affluents are also particularly likely to have an Amazon Prime subscription – as of January 2016, almost half of affluents in the United States were Amazon Prime members.
In 2015, Amazon's annual net revenues amounted to over 107 billion U.S. dollars, marking its most successful financial year yet. The majority of revenue was generated via the sales of electronics and other products, with media and Amazon Web Services slowly increasing in business volume in recent years.