Key stat: Some 40.8% of Amazon Prime subscribers bought household supplies digitally in the past month, nearly double the 22.7% of nonsubscribers, according to a September survey from Bizrate Insights and EMARKETER.

Beyond the chart:

• In fact, Amazon now rivals Costco for routine spending. It captures 8.1% of US consumer packaged goods (CPG) sales, just behind Costco at 8.2%, and Amazon households shop 11% more often than a year ago, according to Numerator.
• Meanwhile, marketplaces outsell brand sites on a shopper's first purchase. Some 44% of US adults typically buy a new brand on an online marketplace like Amazon or Walmart, more than double the 21% who buy on the brand's own website, according to Radial.

Use this chart: Show leadership this chart when pitching a subscription program for your site: Prime subscribers are far more likely than nonsubscribers to buy household supplies online. Use it to defend Sponsored Products spend on Amazon replenishment searches, then let autoship perks pull repeat orders to your own checkout.

Related EMARKETER reports:

• US Retail Media Ad Spending Forecast H2 2026 (EMARKETER subscription required)
• US Amazon vs. Other Retailers’ Benchmarks: Q2 2026 (EMARKETER subscription required)

Methodology: Data is from the September 2026 Bizrate Insights and EMARKETER Survey "Ecommerce Shopping Behaviors," conducted by Bizrate Insights. 1,020 US adults ages 18 to 65 were surveyed online during August 3 to August 28, 2026. Respondents identified as female (49.9%) and male (50.1%) and were ages 18-34 (33.1%), 35-54 (33.4%), and 55-65 (33.4%). Data has a margin of error of +/-3 percentage points at the 95% confidence interval. Respondents were members of Bizrate Rewards, the Bizrate Consumer Panel operated by Bizrate Insights, which is comprised of over 2 million panelists who provide feedback based on their experiences and opinions. The Bizrate Rewards panel is comprised of a broad demographic profile which represents a sampling of all ages, education levels, genders, and incomes. At the time of joining the panel, each panelist stated they had shopped online. In exchange for providing feedback, panelists have the opportunity to earn points, which can be exchanged for electronic gift cards. This survey, provided by Bizrate Insights on behalf of EMARKETER, provides a quarterly consumer pulse of digital shopping behavior and intent.