Four in 10 Amazon Customers Are Prime Members, but Far Fewer Own Amazon Hardware

Amazon Prime has 41 million U.S. customers, about 42 percent of Amazon shoppers, who spend $1,100 on average annually with the retailer, said a Consumer Intelligence Research Partners (CIRP) report. That compares with non-Amazon Prime members who spend about $700 per year at Amazon, said CIRP. Some 34 percent of Amazon’s U.S. customers own a Kindle device, and 5 percent own a Fire TV box or stick, while less than 1 percent of Amazon customers own an Amazon Fire smartphone or Echo, said CIRP. Amazon Prime subscriber numbers held steady in March, said Josh Lowitz, CIRP partner. The incoming class of Amazon Prime members who joined in the 2014 holiday quarter included an “unsurprising percentage of shoppers that did not continue their membership following their 30-day free trial,” said Lowitz.