Executive Summary

This brief report looks at the results of our recent survey which asked US consumers what they had bought on Amazon in the past year. We split out Amazon Prime members to chart how significant these shoppers are to Amazon’s overall shopper penetration.

• Prime members drive Amazon’s shopper numbers. In all categories, Prime members are more than twice as likely as nonmembersto be buying on Amazon.
• The gap between shopper numbers for Prime members and nonmembers is greatest in food and drink, a nontraditional category for Amazon. Prime members are nearly five times as likely to buy the category on Amazon than those without Prime are.
• Other nontraditional Amazon categories such as health products, furniture and clothing overindex very strongly among Prime members, too.