Amazon Prime to top half of all US households this year
By the end of 2019, 51.3% of US households will belong to Amazon Prime, according to a new forecast from eMarketer. That represents 63.9 million households, up from 58.7 million households (47.4% of total) in 2018.
Membership rates are expected to reach 54.8% of U.S. households – 68.7 million – in 2020, and 56.9% of U.S. households – 71.7 million – in 2021. According to eMarketer, growing participation of lower-income households and consumers attracted to the platform’s new offerings are helping fuel Amazon Prime’s rapid growth in the US.