Consumers During Pandemic Bolster Amazon Prime Numbers, CIRP Says

Amazon had about 118 million Prime members in the U.S. March 31, partially bolstered by more trial conversions during COVID-19, reported Consumer Intelligence Research Partners Monday. Prime members were 65% of Amazon shoppers in the most recent quarter, CIRP said. Conversion rate, which had "trended down" over the past few years after monthly membership's launch, increased by five points over the past year, said analyst Mike Levin. CIRP surveyed 500 U.S. consumers who bought on Amazon.com January-March.