Amazon has 100 million Prime members, Jeff Bezos reveals

Otis Hoffman
April 19, 2018

For those who wonder how many Amazon Prime members there are on planet Earth, it's more than 100 million, Bezos said.

Bezos and the e-commerce giant he founded have traditionally kept the number of Prime subscribers under wraps.

Prime gives customers access to free two-day shipping as well as its Prime Video and Music streaming platforms.

Prime isn't the largest paid internet service, however.

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Ostensibly, the letter from CEO Jeff Bezos is meant to celebrate the eight year in a row that Amazon ranked No. 1 on The American Customer Satisfaction Index, though it might also be timed to blunt some recent criticism in the press claiming that some employees are subjected to terrible working conditions. Netflix has more than 120 million users.

Still, some are wary of Prime membership acting like a blinder that prevents shoppers from checking prices elsewhere and shapes consumer habits.

"It would make flawless sense to us that there would be over 100 million global members, based not only on that number but everything we've seen since then", Levin said.

Because Amazon has kept up the secret for so long, many industry analysts have instead spent years estimating the Prime membership rolls, often offering up numbers that were tens of millions apart from each other.

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The new high in subscriptions at Prime, launched 13 year ago, was among milestones from 2017 shared by Bezos in the letter, a copy of which was filed with United States securities regulators.

He took a philosophical turn: To make a point about the importance of setting high standards, Bezos described a friend so determined to master a handstand that she hired a handstand coach.

Jeff Bezos says it takes most people six months of training to be able to do a flawless handstand. "But high standards (widely deployed and at all levels of detail) are certainly a big part of it", Bezos wrote in the letter. Research has also indicated that Prime members spend about $1,300 per year on Amazon.com, $600 more than what the non-Prime Amazon customer spends. "Jeff has a very good view of the world, a healthy view of the world that recognizes that loyalty to your brand will generate revenue and not necessarily the other way around".

Amazon Prime is still growing.

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