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For the first time since 2016, the number of Amazon Prime members has declined in the United States. In the first quarter of 2023, *** million users had a Prime account on Amazon, down by roughly compared to the same quarter in 2022. In 2024, it picked up again, reaching *** million subscribers. By the first quarter of 2026, the number of subscribers had increased to *** million.

Evolving subscription landscape

The broader subscription retail market continues to evolve, with merchants adapting to consumer preferences. A 2023 survey found that **** percent of top merchants offering subscription-based retail provided options for customers to change their subscribed products and pause their subscriptions. Additionally, ** percent of merchants offered detailed product information, while ** percent allowed subscribers to pause their services.

Advantages of subscription models

For businesses, the subscription model is attractive due to higher customer lifetime value and retention rates compared to one-time transactions. From their side, consumers expect specific features such as free shipping and easy sign-outs, while valuing tailored discounts and sale promotions.