Pandemic Likely Fueled Higher Amazon Prime Retention: CIRP

The COVID-19 pandemic likely fortified U.S. Amazon Prime renewal rates, which had been slowing before the onset of the health crisis, emailed Consumer Intelligence Research Partners Tuesday. Prime membership continued to rise in 2021, following a 2020 spike in online shopping. Prime membership was 172 million in December, it said, after adding about 30 million members each year. Prime membership conversion and retention rates diverged: Conversion of 30-day trials decreased somewhat as the monthly payment plan grew more popular, making it easier to cancel a subscription and re-up later; retention grew, with the two-year renewal rate reaching 98% in December, CIRP said.