Amazon Prime membership system is divided into formal members and student members. There are two payment methods: monthly payment and annual payment. Student members can enjoy a half-price discount. The conversion rate of Amazon Prime members is 74%, and the conversion rate of non-members is 13%. At the same time, Amazon Prime members have exceeded 100 million users so far, with 95 million members in the United States alone, accounting for about 29% of the total US population. Assuming that all Americans are Amazon users, operators can obtain relevant data through simple conversion.
It is not difficult to see that even if the number of non-members is more than twice the number of members, the final consumption capacity of Prime members is more than four times higher than that of non-members. If you start from the perspective of buyers, most of the buyers who shop frequently are Prime members, and they are naturally willing to buy Prime products. Therefore, providing buyers with products delivered by FBA is still one of the shortcuts to increase sales.
Among Prime members in the United States, 35% of users are monthly members, with a number of about 33 million. The annual fee for Prime membership is US$119, while the monthly payment costs US$156 for the whole year. Obviously, these buyers do not have the habit of shopping on Amazon all year round, but choose to join when they have intensive shopping needs, which means that the number of Amazon members may fluctuate seasonally. During promotional days such as Prime Day and Black Friday, or shopping seasons such as back to school and Christmas, it is likely that these 33 million customers will join Prime monthly members. Therefore, the order volume of Amazon sellers during the peak sales season will be much higher than the order volume of promotions during normal periods.