Amazon Wins Christmas With 3 Million New Prime Members
It’s only Dec. 28., but Amazon typically issues an after Christmas report listing its victories, complete with fun facts about its most popular purchases. This year, Amazon says it added 3 million Prime members in the third week of December alone.
Amazon doesn’t report how many Prime members it has, choosing only to say it’s in the tens of millions. But Macquarie Research estimates that 25% of U.S. households are Prime members and that the retailer added roughly 7 million new members in 2015. But that research was before Amazon’s latest announcement and the number could actually be much higher.
Because Prime and Amazon’s retail dominance is growing fast. Macquarie estimates that membership will double by 2020, and Amazon is doing everything it can to add benefits to the program. From same-day delivery in some markets to streaming original content and one of the most robust digital entertainment line-up aimed at cable “cord cutters.” This last group is comprised largely of millennials who want to pick and choose their content rather than paying for a cable of satellite subscription, and the more Amazon adds earns their loyalty, the more market share they gain of the most coveted consumer demographic.