Number of U.S. Amazon Prime users 2017-2024

The number of internet users in the United States who are Amazon Prime members is expected to grow in the upcoming years. By 2024, the number of Amazon Prime members in the United States is projected to reach more than

million users, up from million in 2022. 

Free shipping drives membership

The primary draw for Amazon Prime members remains the free shipping advantage, with nearly

percent of surveyed shoppers citing this as their main reason for using the service in 2024. The second most popular benefit is access to Amazon Prime Video, attracting about percent of users. These perks help explain the steady increase in membership numbers, as consumers find value in both the shopping and entertainment aspects of the service. 

Prime Day or desillusion day

Amazon Prime Day, the company's annual shopping event, has become a significant driver of sales and member engagement. However, the latest edition met the expectations of roughly one-third of U.S. shoppers, with

percent of them being disappointed with the available offerings.