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JULY 14, 2026 |
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Key stat: Amazon Prime membership fell to 54% of US adults in June 2025 before rebounding to 64% by May 2026, keeping it the most widely held retail membership by a wide margin, according to a June report from Bizrate Insights and EMARKETER. |
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Beyond the chart: |
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That dominance rests on engagement, not just sign-ups. Amazon has found that the more consumers lean on Prime perks like streaming, prescriptions, and fuel savings, the more they spend, while nonmembers' spending stays flat or slips. The same flywheel drives Walmart, where
members spend roughly four times more than nonmembers and visit its ecommerce site seven times as often.
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Use this chart: Drop this into a competitive-landscape deck to show how Prime reclaimed its lead after a 2025 dip while Walmart+ holds the clear No. 2 spot. Use it in planning sessions to benchmark which paid memberships your customers actually pay for, and where subscription share is shifting. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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