Guidebook
The 2020 Amazon Prime Shopper Study
How Members of America’s Largest Loyalty Club Are Shopping Amidst Challenging Times
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Amazon’s Prime program, which includes more than 150 million members in the U.S., marks its 15th anniversary this year, and seems poised for even more success in the future. Club loyalty is strong, and as the nation contends with the effects of the COVID-19 pandemic, the convenience, speed, and competitive pricing of Prime may well prove irresistible to more households than ever.
In the second annual report delving into the habits and attitudes of Amazon Prime shoppers, merchants will have the opportunity to learn about the impacts of the global pandemic on Prime spending, which promotional strategies and services are popular, and how they can better position their brands for success. The study will examine:
- Whether Prime shoppers are still buying during a period of economic upheaval — and whether they’ll renew their subscriptions
- Which product categories are most popular for Prime shoppers
- Whether specialized delivery services such as Prime Pantry, Amazon Fresh, and Prime Now are enjoying new-found popularity with shut-in consumers
- The top benefits Prime subscribers receive from their memberships
- Attitudes toward 2020 Prime Day — and which Prime subscribers stand to benefit most from the event’s deals
- Which retailers are top Amazon alternatives for Generation Z and Millennial shoppers
- Prime members’ plans for joining the new rival loyalty club offering from Walmart