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The TXN consumer spending insights app looked for recent trends in Amazon shopping patterns. Key Observations they found: 1) Prime membership has eclipsed 50% penetration in Amazon's customer base and keeps growing and 2) Amazon's 3rd-party seller marketplace has seen 45% growth in the last 2 years and now accounts for 60% of all Amazon retail spend.
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Non-members Are Just as Valuable Despite the strong push to sign up as many Prime members as possible, Amazon is actually doing very well with non-members as well. Monthly spend per customer for items sold directly by Amazon is almost indistinguishable between Prime members and the average customer:
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