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EMARKETER
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Amazon Prime Users
Overall
Paid Retail Membership Fee Revenues
Revenues
Amazon Subscription Services Revenues
Costco Wholesale Membership Fee Revenues
Sam's Club Membership Fee Revenues
Walmart+ Membership Fee Revenues
Households
Walmart+ Households
Holders
Amazon Prime Households
Costco Wholesale Total Card Holders
Members
Costco Wholesale Paid Members
Users
Amazon Prime Users
Walmart+ Users
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Source & Notes
Data Table
Source: EMARKETER Forecast- November 2025 
Note: ages 18+; individuals who have accessed their Amazon Prime account at least once during the calendar year
Additional Note: The user does not need to be the primary account holder.
Methodology: Estimates are based on the analysis of survey and web traffic data from other research firms, historical consumer adoption trends, and demographic adoption trends.
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