Research

The State of Amazon Prime in 2021

Inside the Minds of Amazon’s Most Valuable Spenders

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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 2021 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