What Products Are Amazon Prime Members Purchasing? - eMarketer

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What Products Are Amazon Prime Members Purchasing?

Prime subscriptions continue to grow year over year

May 12, 2016

Electronics worth less than $50 are still one of the leading product categories purchased by Amazon Prime members. Data from Cowen and Company also indicated that more consumers are purchasing video games, toys and vitamins than did so a year ago.

Leading Product Categories Purchased by US Amazon Prime Members, March 2015 & March 2016 (% of respondents)

For example, in March 2015, 15.1% of Amazon Prime members said they purchased video game products. A year later, 18.0% of respondents said they did. Similarly, in March 2015, 9.9% of Amazon Prime members said they purchased women’s clothing and in March 2016, 11.2% of respondents said they purchased from this product category.

Office supplies, home and garden and gift cards were other categories that more Amazon Prime members were buying from compared to last year. Consumers were buying less from categories like ebooks, electronics over $50 and physical books in March 2016 than they did a year prior.

US Internet Users Who Live in a Household with an Amazon Prime Subscription, Dec 2014-Dec 2016 (millions and % of respondents)

What draws consumers to Prime may simply be the free shipping. Research from RBC Capital Markets found that the oldest and most fundamental perk is still what attracts consumers to the program.

And overall, Amazon Prime subscriptions continue to grow. A separate study from Cowen and Company found that the number of internet users living in a household with an Amazon Prime subscription has grown year over year. In December 2015, there were nearly 41 million US Amazon Prime households.

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