What Are Subscribers Buying From Amazon's Prime Now? - eMarketer

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What Are Subscribers Buying From Amazon's Prime Now?

Media and electronics are popular categories

March 15, 2016

Nearly two in five internet users live in a household with an Amazon Prime subscription, up 10 points from just a year earlier. The company’s Prime Now service, which is available to subscribers, has also taken off in select US markets. Media is among the top product categories purchased.

Leading Product Categories Purchased via Prime Now* by US Amazon Prime Subscribers, Jan 2016 (% of respondents)

Cowen and Company surveyed 1,250 US Amazon Prime subscribers, about one in four of whom had made a purchase using Prime Now, which is currently available in only 24 US markets. Prime Now is Amazon’s delivery service of goods from local merchants.

Nearly two-thirds (60%) of US Amazon Prime subscribers said they purchased media products via the service. Electronics under $50 were also a leading product category. Almost half (47%) of respondents said they purchased an electronics product from Prime Now. Electronics over $50 were also on the top of the list; 38% of Amazon Prime subscribers purchased products from that category.

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

Prime Now customers also bought personal care products, clothing, shoes and accessories, as well as household product and toys.

A separate Cowen and Company study found that US Amazon Prime subscriptions grew from 30.9 million in December 2014 to 40.1 million in October 2015—and have steadily grown each month, reaching to 40.9 million in December 2015.

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