Jeff Bezos’ master plan to make everyone an Amazon Prime subscriber is working

Things to smile about.
Things to smile about.
Image: AP Photo/Ted S. Warren
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More than half of all Amazon customers in the US are now also Amazon Prime subscribers.

The company’s signature membership program reached that milestone in the quarter ended June 30, when 52% of Amazon shoppers were also Prime subscribers, according to data published today by Consumer Intelligence Research Partners, a firm that closely tracks Amazon’s numbers.

Prime membership in the US grew to 63 million in the second quarter of 2016, up from 44 million in the same period a year earlier, according to CIRP. As has long been true, those program subscribers also spent significantly more—an estimated $1,200 per year, versus $500 per year for non-Prime members.

In his 2016 letter to shareholders, Amazon CEO Jeff Bezos highlighted the company’s focus on Prime membership. “We want Prime to be such a good value, you’d be irresponsible not to be a member,” Bezos wrote, before listing a few of Prime’s many benefits: free two-day delivery (and same-day, in some markets), streaming video, streaming music, photo storage, and access to the Kindle lending library.

“There are now tens of millions of members worldwide,” Bezos concluded. “There’s a good chance you’re already one of them, but if you’re not—please be responsible—join Prime.”

Based on CIRP’s latest data, they are.