A Larger Membership Base Awaits This Year's Amazon Prime Day - eMarketer

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A Larger Membership Base Awaits This Year's Amazon Prime Day

With more members than last year, Amazon can expect more web traffic

July 8, 2016

As this year’s Amazon Prime Day approaches—scheduled to take place on July 12 and offering deals and savings to those who pay a yearly Prime membership fee—the company will hope for a repeat of 2015’s event, which beat out all other summer shopping events and promotional days for US internet users. With Prime membership on the rise, such a scenario seems likely.

About three in 10 US internet users said they participated in last summer’s Prime Day, according to Market Track and Qualtrics. And while there were 50.8 million Prime members in all of 2015, in March 2016 UBS estimated that membership will hit 67.7 million this year, so an uptick in the amount of internet users who participate in this year's Prime Day can probably be expected.

Getting three in 10 internet users onto your site on any given day is something to celebrate, but about one in 10 internet users joined Amazon Prime on Prime Day in 2015, according to the Market Track/Qualtrics research. So not only did Prime Day bring web traffic to Amazon Prime, but it also brought new members to the loyalty program, which includes perks from free two-day shipping to .

About 40% of internet users in the US said they lived in a household with an Amazon Prime membership. So with an ever-deepening membership base, higher household penetration rates and the increased visibility of Prime itself, Amazon could be looking forward to traffic increases, as well as same-day membership gains, this July 12.

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