Key stat: Amazon Prime membership fell to 54% of US adults in June 2025 before rebounding to 64% by May 2026, keeping it the most widely held retail membership by a wide margin, according to a June report from Bizrate Insights and EMARKETER.

Beyond the chart:

• That dominance rests on engagement, not just sign-ups. Amazon has found that the more consumers lean on Prime perks like streaming, prescriptions, and fuel savings, the more they spend, while nonmembers' spending stays flat or slips. The same flywheel drives Walmart, where members spend roughly four times more than nonmembers and visit its ecommerce site seven times as often.
• Everyday essentials are pulling shoppers back to Prime. Amazon opened its same-day grocery delivery to members for the first time this year, and in markets where it is available, nine of the top 10 Prime Day sellers were fresh or perishable goods, according to Amazon.

Use this chart: Drop this into a competitive-landscape deck to show how Prime reclaimed its lead after a 2025 dip while Walmart+ holds the clear No. 2 spot. Use it in planning sessions to benchmark which paid memberships your customers actually pay for, and where subscription share is shifting.

Related EMARKETER reports:

• Retail Mobile App Shopping 2026 (EMARKETER subscription required)
• US Marketplace Ecommerce 2025 (EMARKETER subscription required)