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In June 2025, ** percent of Amazon online shopping users were also subscribers to the Amazon Prime service in the United States. Since 2018, when the share of U.S. Prime users did not go over ** percent, Amazon has successfully capitalized on the popularity of subscription-based businesses.
Looking at the most appreciated features of retail subscriptions, it seems that Amazon nailed it. In the United States, nearly four in ten consumers signed up for retail subscriptions to have free shipping on their orders. Another ** percent looked at cancellation policies and wanted to be able to unsubscribe at any time.
Amazon shoppers do not have to cancel their Prime subscriptions to benefit from other competitors’ services. Instead, they keep multiple retail memberships active - from grocery to beauty retailers. In 2023, half of U.S. Amazon Prime members were Target Circle members, too.
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Basic Account
Starter Account
The statistic on this page is a Premium Statistic and is included in this account.
Professional Account
1 All prices do not include sales tax. The account requires an annual contract and will renew after one year to the regular list price.
Overview
Sale events
Prime subscribers
Online shopping
* For commercial use only
Basic Account
Starter Account
The statistic on this page is a Premium Statistic and is included in this account.
Professional Account
1 All prices do not include sales tax. The account requires an annual contract and will renew after one year to the regular list price.
