Amazon Prime Retention Rate at 95 Percent as of June, Says Researcher

Amazon Prime, the membership program that will reward subscribers Wednesday with “more deals than Black Friday,” has 44 million U.S. members, who spend an average $1,200 annually, said Consumer Intelligence Research Partners (CIRP) in a news release Tuesday. Non-Prime members spend roughly $700 per year, said the research firm. Some 47 percent of Amazon customers are Prime members, it said. U.S. Amazon Prime membership has more than doubled since CIRP first started measuring it in 2012, said CIRP Partner Josh Lowitz. Amazon adds millions of 30-day free trial members during the holiday shopping period, he said. The conversion rate from 30-day members remained steady at about 70 percent through the most recent quarter ended June, said CIRP, while 95 percent of Amazon Prime members renewed a paid membership after one year. Amazon’s efforts to make Prime membership more valuable with “enhanced video and music offerings” and additional shipping benefits “appears to have paid off,” it said. CIRP findings were based on surveys of 500 U.S. subjects who made a purchase at Amazon.com from April-June.