U.S. Amazon Prime membership penetration 2019, by generation

Published by Stephanie Chevalier, Jul 7, 2021
A 2019 survey revealed that 60 percent of Gen Z consumers in the United States were Amazon Prime members and a further 27 percent of that demographic were had previously held an Amazon Prime membership. In comparison, 65 percent and 18 percent of Millennials were current and former members of the online shopping service subscription respectively.

Share of online consumers in the United States who are Amazon Prime members in 2019, by generation

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Source

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Release date

December 2019

Region

United States

Survey time period

2019

Number of respondents

498 respondents

Age group

18 years and older

Method of interview

Online survey

Supplementary notes

The source defines Gen Z as consumers ages 18-21; Millennials ages 22-40; Gen X and baby boomers ages 41-70+.
Values may not add up to 100 percent due to rounding.

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