What is the average annual spend of an Amazon Prime member?
The most recent dual-verified studies indicate the average U.S. Amazon Prime member spent roughly $1,170 on Amazon purchases in 2024—over twice the $570 annual spend of non-Prime shoppers according to Consumer Intelligence Research Partners (CIRP). This spending gap has remained remarkably consistent over the past five years, with Prime members consistently outspending regular customers by a 2:1 ratio.
Numbers at a glance
- $1,170 – Average annual Prime member spending in 2024 (CIRP)
- $570 – Average annual non-Prime customer spending in 2024 (CIRP)
- 2:1 – Spending ratio between Prime and non-Prime customers
- 194 million – U.S. Prime members as of 2024
- 75% – Share of Amazon customers who are Prime members
- $57.97 – Average Prime Day spending per member in 2024
Prime vs Non-Prime Annual Spending (2024)
Prime vs non-Prime: the spending gap
Prime vs Non-Prime Spending Trend (2019-2024)
The spending differential between Prime and non-Prime customers has persisted as one of Amazon’s most significant loyalty metrics.
5-year trend line (2019-2024)
| Year | Prime Member Spending | Non-Prime Spending | Spending Gap |
|---|---|---|---|
| 2019 | $1,400 | $600 | $800 |
| 2020 | $1,300 | $580 | $720 |
| 2021 | $1,250 | $575 | $675 |
| 2022 | $1,200 | $575 | $625 |
| 2023 | $1,180 | $570 | $610 |
| 2024 | $1,170 | $570 | $600 |
The trend shows a gradual convergence, with Prime member spending declining slightly while non-Prime spending has remained relatively stable. This pattern suggests market saturation effects and potentially more selective Prime member behavior.
Key drivers – free shipping, exclusive deals, and loyalty perks
Several factors contribute to higher Prime member spending:
Free shipping threshold elimination removes the psychological barrier of minimum order requirements, encouraging more frequent, smaller purchases.
Prime-exclusive deals during events like Prime Day create additional spending opportunities unavailable to regular customers.
Convenience factor through faster delivery options reduces friction in the purchase decision process.
Bundled services like Prime Video and Prime Music increase perceived value and strengthen platform loyalty.
Demographic breakdown
Prime spending patterns vary significantly across demographic segments, though comprehensive breakdowns remain limited in public research.
Age cohorts (Gen Z, Millennials, Gen X, Boomers)
Young Adults (18-34): 81% of this demographic holds Prime memberships, representing the highest penetration rate. However, per-member spending data by age group isn’t consistently reported across studies.
Generation X: 35% of Gen X consumers are Prime members, typically with higher household incomes and correspondingly higher annual spending.
Generation Z: Only 5% of Gen Z users are Prime members, reflecting lower adoption rates but potential for future growth.
Household income tiers
Prime membership correlates strongly with household income, with penetration rates exceeding 49% among households earning $40,000-$125,000 annually. Higher-income Prime members typically spend more per year, though specific tier breakdowns aren’t consistently published.
Geography (US states with highest spend)
State-level Prime spending data isn’t regularly disclosed, but membership penetration varies by region. Urban areas and states with higher median incomes show greater Prime adoption rates.
Seasonal peaks and Prime Day impact
Prime Day significantly amplifies annual spending totals, creating a mid-year sales peak that complements traditional holiday shopping.
Prime Day vs Holiday quarter spend uplift
Prime Day 2024 generated $14.2 billion in sales, with the average Prime member spending $57.97 during the event. This represents a concentrated spending surge that contributes meaningfully to annual totals.
Average order value fluctuations
Prime members tend to make more frequent purchases with lower average order values compared to non-Prime customers, who often batch purchases to meet free shipping thresholds.
How to calculate your own Prime spending
Amazon provides tools for customers to track their personal spending patterns.
Step-by-step export from Amazon order history
- Log into your Amazon account
- Navigate to “Your Orders” under “Account & Lists”
- Use the date filter to select a 12-month period
- Export order data or manually total purchase amounts
- Exclude returns and refunds for accurate spending totals
Tracking considerations
Remember to account for:
- Prime membership fees (separate from purchase spending)
- Shared household purchases
- Gift purchases for others
- Business vs personal purchases if using the same account
Latest 2024-25 figures at a glance
The challenge in pinpointing an exact annual spend figure lies in methodology differences between research firms and data collection approaches.
Primary data sources comparison
| Source | Annual Spend | Methodology | Data Period | Notes |
|---|---|---|---|---|
| CIRP | $1,170 (Prime) / $570 (Non-Prime) | Survey-based customer panels | 2024 | Specific Prime vs non-Prime breakdown |
| Numerator | $2,817 (All Amazon customers) | Consumer purchase tracking | 2024 | 73 purchases annually, 99% repeat rate |
| General estimates | $1,000-$1,400 (Prime) | Various industry reports | 2024 | Range from multiple sources |
The variance between sources stems from different definitions of “spending” and measurement approaches. CIRP’s figure specifically tracks Amazon.com purchases, while other sources may include broader marketplace activity or different time periods.
How research firms calculate “average spend”
Understanding the methodology behind these figures helps explain why estimates vary between sources.
Survey panels vs first-party transaction data
CIRP relies on quarterly surveys of Amazon customers, asking about recent purchases and shopping frequency. This approach provides consistent year-over-year comparisons but depends on accurate customer recall and self-reporting.
Numerator, conversely, tracks actual consumer purchase behavior through opt-in panels who share transaction data directly. This method captures more precise spending amounts but may skew toward higher-income households willing to share financial data.
Sample sizes, confidence levels, and margin of error
CIRP surveys approximately 500 Amazon customers quarterly, with results weighted to represent the broader U.S. population. The firm reports confidence intervals but notes that Prime member spending has remained within a narrow range ($1,100-$1,200) for several years.
Calendar vs rolling-12-month measurement
Most studies use calendar year data, but some track rolling 12-month periods. This distinction can affect seasonal spending patterns and year-over-year comparisons, particularly around Prime Day and holiday seasons.
Future outlook
Several factors will influence Prime member spending patterns through 2027.
Subscription fee hikes and value perception
Amazon raised Prime membership fees to $139 annually in 2022. Future increases may affect member retention and spending behavior, particularly among price-sensitive segments.
New perks (RxPass, grocery, streaming)
Amazon continues adding Prime benefits, including prescription drug discounts, grocery delivery, and expanded streaming content. These additions may drive higher perceived value and increased platform engagement.
Projected scenarios 2025-2027 (projection 2025-2027)
Conservative projections suggest Prime member spending will remain relatively stable at $1,100-$1,300 annually, with growth driven more by member acquisition than per-member spending increases.
Frequently asked questions
How much does the average Amazon Prime member spend per year?
According to CIRP’s 2024 data, the average Prime member spends $1,170 annually on Amazon purchases.
Do Prime members really spend double non-Prime shoppers?
Yes, the 2:1 spending ratio has remained consistent since 2019, with Prime members spending approximately twice as much as regular customers.
What was the average spend in 2023 vs 2024?
Prime member spending decreased slightly from $1,180 in 2023 to $1,170 in 2024, while non-Prime spending remained stable at $570.
How does Prime Day affect yearly spending totals?
Prime Day 2024 generated $14.2 billion in sales, with average member spending of $57.97 during the event, contributing meaningfully to annual totals.
Does free shipping increase basket size?
Prime’s free shipping eliminates minimum order thresholds, encouraging more frequent purchases rather than necessarily larger individual orders.
Which age group spends the most on Amazon Prime?
While 18-34 year-olds have the highest Prime membership rate (81%), specific spending amounts by age group aren’t consistently reported.
How can I see my personal annual spend on Amazon?
Use Amazon’s “Your Orders” section to filter by date range and calculate your annual spending total.
Is the Prime membership fee offset by higher spending?
The $139 annual fee represents a small fraction of the average member’s $1,170 annual spending, though individual value depends on usage patterns.
How much do non-Prime customers spend annually?
Non-Prime customers spend an average of $570 annually on Amazon, according to CIRP’s 2024 data.
Are Prime spending figures global or US-only?
Most published figures focus on U.S. Prime members, as spending patterns vary significantly by country and region.
Sources & references
- Consumer Intelligence Research Partners (CIRP) — Primary source for Prime vs non-Prime spending comparison
- Numerator Consumer Panel Data — Alternative spending estimates and purchase frequency data
- Capital One Shopping Research — Prime membership demographics and penetration rates
- Statista Prime Day Statistics — Prime Day spending averages and seasonal impact data
- Red Stag Fulfillment Prime Research — Prime membership count and revenue data
- Numerator — Consumer purchase tracking data showing $2,817 average annual spending
