Research & Analysis
Amazon Prime Subscriber Survey 2022
Preparing for the Amazon Prime Subscriber price increase, the team at Volition Capital decided to do a quick study on Prime Subscriber sentiment and price sensitivity.
Key highlights:
- This is a census-balanced sample. 80% of people are Prime subscribers already. That’s a tremendous market share. 10% have already decided the value of Prime wasn’t sufficient and have canceled.
- At least 35% of Prime subscribers are on the monthly plan so the price increase to $15/month (or $180 per year) is worth paying attention to, not just the price increase to $139 for the annual plan.
- 15% of subscribers expect to cancel their Prime membership due to the price increase. An additional 26% are undecided about renewing. The price increase is not one that will be seamlessly absorbed by the existing subscriber base.
Click below to check out the full presentation for more findings from the survey.