Even with the price increase, how addicted are Americans to Amazon Prime?

According to foreign media reports, there are currently 150 million Amazon Prime members in the United States, making it one of the most popular paid technology services in the United States. Some financial experts who follow Amazon speculate that Amazon may soon increase the price of Prime members in the United States.

Amazon Prime's fee increase in the United States was four years ago, with the annual subscription fee rising from $99 to $119. But when the price increased, almost no one canceled their Prime membership. According to a survey by Consumer Intelligence Research Partners (CIRP), among Americans who have been Prime members for at least two years, nearly 98% would continue to subscribe to Prime membership even if the price increased.

The CIRP survey also said that some people would even order more from Amazon when Prime prices increased because they hoped to make up for it by using Prime more.

But even Prime isn’t completely immune to price increases. When Amazon raises the cost of a Prime membership, some people switch to alternatives like Walmart+. They also say that Americans who pay for Prime monthly are more likely to stop subscribing than those who buy annual Prime memberships.

Prime, more than any single Amazon decision, has done more to attract Americans to the platform, and Prime members mostly shop exclusively on Amazon. A Morgan Stanley analysis last year estimated that Prime households typically spend more than $3,000 a year on Amazon, while those who are not part of Prime spend half that.

Prime is one of Amazon's ways of "controlling" American consumers. When Amazon said in 2019 that it would begin to change the standard delivery time for U.S. Prime members from two days to one day, Americans began ordering immediate needs such as mobile phone chargers on Amazon instead of going to stores.

Editor ✎ Xiao Zhu/

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