Amazon Had Q1 Prime Membership Bump in US, Likely From COVID-19, Says CIRP
Amazon had about 118 million Prime members in the U.S. March 31, partially bolstered by more trial conversions during COVID-19, reported Consumer Intelligence Research Partners Monday. Prime members were 65% of Amazon shoppers in the most recent quarter, CIRP said.…
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Conversion rate, which had "trended down" over the past few years after monthly membership's launch, increased by five points over the past year, said analyst Mike Levin. “COVID-19 probably accounted for some," with new customers deciding to buy a Prime membership to help with ongoing quarantine shopping, said the analyst. The retention rate for one- and two-year members was down slightly in the past year, likely due to some members, “on hiatus when surveyed during the year,” switching to monthly payment plans, he said. Findings were based on surveys of 500 U.S. consumers who made a purchase on Amazon.com January-March.