Amazon Prime, which among other things includes free two-day shipping, free same-day delivery in some 20 metropolitan areas in the US and unlimited streaming of movies and music for $99 a year, are an important part of the e-commerce giant's business.
Besides the fact that Prime has proven to have a major effect on customer loyalty, members tend to spend almost twice as much compared to regular customers. But the exact number of Prime members is somewhat unclear.
Amazon itself does not want to reveal the exact figures but analysts in September 2015 estimated that it could be somewhere in between 60 and 80 millions worldwide, and according to new data there could be more than 40 million members in the US alone.
10 Million New Members Last Year
The week before Christmas Amazon added more than 3 million new Prime members worldwide, and according to figures from Cowen & Co about 10 million US households joined Amazon's Prime program between December 2014 and December 2015.
According to Cowen’s estimates 41 million households in the US have a Prime subscription, equal to approximately 38% of all US households connected to the web, Internet Retailer reports.
It is however difficult to determine exactly how reliable the numbers really are since Cowen´s estimates are based on a monthly survey it conducts of 2 500 US consumers.