What Percentage of Amazon Customers Use Subscribe & Save?
Approximately 23-35% of U.S. Amazon customers use Subscribe & Save, with the range reflecting different measurement approaches. The most reliable current figure is 23% of customers maintain active subscriptions (CIRP, 2024), while 35% have used the service at least once (Jungle Scout, 2024). For practical business planning, the 23% active subscription rate represents the core engaged user base.
Numbers at a glance
- ~25% of U.S. Amazon customers actively use Subscribe & Save (conservative estimate)
- 23% maintain active subscriptions (CIRP, 2024)
- 35% have tried the service at least once (Jungle Scout, 2024)
- 51% of Amazon Prime members have used Subscribe & Save (Jungle Scout, 2024)
- 55% adoption rate in grocery category (Jungle Scout, 2024)
- 42% adoption rate in beauty & personal care (Jungle Scout, 2024)
- 5-15% typical discount range for subscribers (Amazon, 2024)
- 1.8x higher conversion rate for Subscribe & Save products (Amazon, 2024)
Subscribe & Save Adoption Rates
Current subscribe & save adoption rates (2024–2025)
The most reliable current data comes from triangulating multiple sources, each offering different perspectives on Subscribe & Save usage.
Overall U.S. shopper adoption
Active subscribers: 23% of U.S. Amazon customers maintain at least one active Subscribe & Save order, according to CIRP’s 2024 research. This represents approximately 41 million Americans based on Amazon’s estimated 180 million U.S. customer base.
Historical usage: 35% of U.S. consumers have used Subscribe & Save at least once, per Jungle Scout’s 2024 survey. This broader metric includes customers who may have paused or canceled subscriptions, indicating the program’s reach extends to roughly 92 million Americans.
Order frequency: Active subscribers average 10.1 orders per year, down slightly from 10.8 in previous years, suggesting customers are becoming more selective about their recurring purchases.
Prime vs non-Prime breakdown
Amazon Prime members show significantly higher Subscribe & Save adoption rates. Jungle Scout’s data reveals:
- 51% of Prime members have used Subscribe & Save
- 19% of non-Prime customers have used the service
- Prime members are 2.7x more likely to engage with subscription services
This disparity makes sense given Prime’s focus on convenience and loyalty benefits, which align closely with Subscribe & Save’s value proposition.
Category hotspots
Subscribe & Save adoption varies dramatically by product category, with essential and consumable goods leading adoption:
| Category | Adoption Rate | Key Products |
|---|---|---|
| Grocery | 55% | Coffee, snacks, pantry staples |
| Beauty & Personal Care | 42% | Skincare, supplements, hygiene |
| Pet Supplies | 35% | Pet food, treats, litter |
| Clothing | 31% | Underwear, socks, basics |
| Home & Kitchen | 28% | Cleaning supplies, paper goods |
The grocery category’s dominance reflects the program’s strength in repeat-purchase essentials where customers value convenience and predictable pricing.
Subscribe & Save Adoption by Category
Year-on-year growth curve
Subscribe & Save experienced explosive growth during the pandemic but has since moderated as the subscription economy matures.
Subscribe & Save Growth Deceleration (2021-2024)
2021-2025 adoption timeline
The program’s growth trajectory shows clear phases:
2021 Peak Growth: Subscribe & Save achieved 38.3% year-over-year growth, driven by pandemic-era shopping behavior and increased focus on contactless delivery.
2022-2023 Moderation: Growth rates began declining as consumers returned to in-store shopping and became more selective about subscription commitments.
2024 Stabilization: Growth slowed to 11.3% year-over-year, with the program losing market share in 9 of the top 10 CPG categories.
Growth deceleration noted by eMarketer
Several factors contributed to the growth slowdown:
- Economic uncertainty leading consumers to pause or cancel subscriptions
- Increased competition from other subscription services
- Subscription fatigue as consumers became more selective about recurring purchases
- Price sensitivity during inflationary periods
Despite slower growth, Subscribe & Save maintains its position as a significant revenue driver for participating brands, with many sellers reporting 20-35% of their Amazon sales coming from subscribers.
Why the subscribe & save adoption rate matters for brands
Understanding Subscribe & Save adoption rates directly impacts strategic decision-making for brands selling on Amazon.
Recurring revenue predictability: With 23% of customers maintaining active subscriptions, brands can forecast more stable revenue streams. Subscribe & Save customers typically generate 20% higher lifetime value than one-time purchasers.
Customer lifetime value impacts: Subscribers demonstrate higher engagement and loyalty, with 61% purchasing on Amazon at least weekly compared to 34% of non-subscribers. This increased frequency compounds the value of acquiring Subscribe & Save customers.
Inventory planning considerations: The predictable nature of subscription orders allows brands to optimize inventory levels, reducing stockouts that can trigger subscription cancellations. Amazon’s data shows that out-of-stock incidents lead to 40% of subscription pauses.
How brands can leverage the data
The adoption statistics reveal clear opportunities for brands to optimize their Subscribe & Save strategy.
Eligibility checklist recap
To qualify for Subscribe & Save, products must:
- Be fulfilled by Amazon (FBA) or Seller Fulfilled Prime eligible
- Have consistent availability and pricing
- Fit within eligible categories (excludes electronics, books, certain restricted items)
- Maintain quality standards to avoid customer complaints
Discount strategy impact on conversions
Amazon’s internal data shows discount levels significantly affect conversion rates:
| Discount Level | Conversion Rate Increase |
|---|---|
| 5% (Amazon-funded) | 1.0x baseline |
| 10% (seller-funded) | 1.5x baseline |
| 15% (seller-funded) | 1.8x baseline |
The optimal discount depends on product margins and competitive positioning, but the 1.8x conversion uplift at 15% discount often justifies the investment.
Marketing tactics for Subscribe & Save sign-ups
Sponsored Product campaigns: Target keywords like “subscribe and save [product]” to capture high-intent shoppers. These campaigns typically show 25% higher conversion rates than generic product campaigns.
A+ Content optimization: Highlight subscription benefits in enhanced brand content, emphasizing convenience and savings. Include visual comparisons showing cost savings over time.
Review management: Encourage subscribers to mention convenience and savings in reviews, as these themes influence other customers’ subscription decisions.
Avoiding common pitfalls
Stockout management: Implement robust inventory forecasting to prevent out-of-stock situations that trigger subscription pauses. Use Amazon’s inventory planning tools to maintain 90+ days of stock.
Price consistency: Avoid frequent price changes that can frustrate subscribers. Amazon’s algorithm may pause subscriptions if prices increase significantly between orders.
Quality control: Maintain consistent product quality, as subscription customers are more likely to leave negative reviews if they receive defective items in recurring orders.
Future outlook & projections
While specific projections for Subscribe & Save adoption aren’t publicly available, broader trends suggest continued moderate growth.
Projected Subscribe & Save trends through 2027
Market maturation: Adoption rates will likely stabilize around current levels as the most interested customers have already joined. Expect 1-2% annual growth rather than the double-digit increases seen in 2021-2022.
Category expansion: Amazon continues adding eligible categories, particularly in health and wellness, which could drive incremental adoption among existing customers.
International growth: As Amazon expands Subscribe & Save to more countries, global adoption rates may increase even as U.S. growth moderates.
Potential competitive threats
Direct-to-consumer subscriptions: Brands increasingly offer their own subscription services, potentially reducing reliance on Amazon’s program.
Emerging platforms: TikTok Shop and other social commerce platforms are testing subscription features that could compete for consumer attention.
Retail consolidation: As traditional retailers enhance their subscription offerings, Amazon’s dominance may face increased pressure.
Understanding Subscribe & Save adoption metrics
The varying percentages you’ll encounter stem from different research methodologies and definitions of “usage.” Here’s how the major data sources approach their measurements.
Data sources explained
Consumer Intelligence Research Partners (CIRP) conducts quarterly surveys of 500 U.S.-based Amazon customers recruited through social networks. Their methodology focuses on active subscription behavior, asking respondents about current Subscribe & Save orders rather than historical usage. This approach captures committed, ongoing subscribers.
Jungle Scout surveyed nearly 2,000 consumers in 2024 as part of their annual State of the Amazon Seller report. Their methodology captures broader exposure to the program, including customers who may have tried Subscribe & Save but later canceled or paused subscriptions.
eMarketer aggregates data from multiple sources including Amazon’s own disclosures, third-party analytics firms, and consumer surveys. Their figures often reflect market share analysis rather than direct adoption rates.
Methodology differences that cause variance
The 12-percentage-point gap between CIRP’s 23% and Jungle Scout’s 35% reflects three key methodological differences:
- Active vs. historical usage: CIRP measures current subscribers; Jungle Scout includes anyone who has ever used the service
- Survey timing: CIRP conducts quarterly tracking; Jungle Scout’s annual survey captures seasonal fluctuations
- Sample composition: CIRP targets recent Amazon purchasers; Jungle Scout surveys general consumers
Dual-source verification table
| Metric | CIRP (2024) | Jungle Scout (2024) | Methodology |
|---|---|---|---|
| Active users | 23% | Not specified | Current subscriptions only |
| Ever used | Not specified | 35% | Historical usage included |
| Prime member usage | Not specified | 51% | Prime-specific survey |
| Sample size | 500 customers | ~2,000 consumers | Survey scale |
| Survey frequency | Quarterly | Annual | Data freshness |
Frequently asked questions
What percentage of Amazon Prime members use Subscribe & Save?
51% of Prime members have used Subscribe & Save at least once, according to Jungle Scout’s 2024 survey. This is significantly higher than the 19% adoption rate among non-Prime customers.
Is Subscribe & Save growing or declining?
Growth has slowed significantly from 38.3% in 2021 to 11.3% in 2024. The program is still growing but at a much more moderate pace as the market matures.
How many active Subscribe & Save subscriptions does Amazon process monthly?
Amazon doesn’t disclose exact subscription counts, but with 23% of 180 million U.S. customers maintaining active subscriptions, the program likely processes 40+ million recurring orders monthly.
Do Subscribe & Save customers spend more overall?
Yes, Subscribe & Save customers show higher engagement, with 61% purchasing on Amazon at least weekly compared to 34% of non-subscribers. They also demonstrate higher lifetime value.
What categories see the highest Subscribe & Save adoption?
Grocery leads at 55% adoption, followed by Beauty & Personal Care (42%), Pet Supplies (35%), Clothing (31%), and Home & Kitchen (28%).
How much discount do customers get with Subscribe & Save?
Amazon funds a 5% discount on all Subscribe & Save orders, with additional seller-funded discounts bringing total savings to 10-15% in many cases.
Can customers pause or cancel anytime?
Yes, customers can pause, skip, or cancel subscriptions without penalty through their Amazon account dashboard.
How do sellers qualify for Subscribe & Save?
Products must be FBA-eligible, consistently available, priced competitively, and fall within eligible categories. Sellers apply through Seller Central.
Key takeaways
- Focus on active subscribers: The 23% active subscription rate is more meaningful than the 35% “ever used” figure for revenue planning
- Prioritize grocery and beauty categories: These show the highest adoption rates and growth potential
- Optimize for Prime members: With 51% adoption among Prime members, this audience offers the highest conversion probability
- Plan for moderate growth: Expect 1-2% annual adoption increases rather than double-digit growth
- Invest in inventory management: Stockouts are the primary cause of subscription cancellations
- Test discount strategies: The 1.8x conversion uplift at 15% discount often justifies the investment
- Monitor competitive landscape: Direct-to-consumer subscriptions and emerging platforms may impact future growth
Understanding these adoption patterns helps brands make informed decisions about Subscribe & Save investment and optimization strategies for sustainable growth in Amazon’s subscription ecosystem.
Sources & references
- Consumer Intelligence Research Partners (CIRP) — Quarterly surveys of 500 U.S. Amazon customers
- Jungle Scout State of the Amazon Seller Report 2024 — Survey of nearly 2,000 consumers and sellers
- Amazon Subscribe & Save Program — Official program documentation and performance data
- eMarketer CPG Market Analysis — Market share trends and growth analysis
- Amazon Prime Statistics — Prime membership and usage data
