Just over a year ago, Amazon‘s Prime subscription service looked like it had plateaued.
Now, the membership is more popular than ever, according to new estimates.
Prime reached a record 180 million US shoppers in the first quarter, data from Consumer Intelligence Research Partners suggests. That’s the highest estimate CIRP has recorded since it started tracking the service in 2014. It’s also up 8% from the same period last year.
Early last year, when a pandemic online shopping boom fizzled out, CIRP estimates showed a drop in total Prime membership for the first time. The research firm theorized that the subscription service had reached its “theoretical limit.”
The latest estimates suggest that Amazon has blasted through this hypothetical ceiling.
“Growth in online shopping in the US is far from over, so we should not be surprised when the biggest player of them all gets its share of that market expansion,” CIRP wrote in a report released this week.
Now, 75% of Americans …
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