Amazon released its Best of Prime 2018 report this week which provided some interesting facts about Amazon’s customer loyalty programme and which products Prime members ordered most this year. According to the data, Amazon Prime members globally ordered more than 2bn products for one-day or faster delivery. In 2017, Amazon said that Prime members ordered over 5bn items through its two-day shipping option. This year’s number is the first time Amazon revealed data for faster shipping. The Best of Prime 2018 also showed that Amazon’s focus in 2018 was more on its grocery delivery business via Whole Foods, which is now available in more than 60 US cities and still expanding.
Amazon’s investment in bringing National Football League (NFL) streaming to Prime Video reached 20mn total viewers across more than 200 countries and all 50 US states across the nine streamed Thursday Night Football games. This was double the 10mn viewers it reached last year. Amazon’s top-selling product in the US was the Amazon Fire TV Stick with Alexa Voice Remote, followed by the Echo Dot – both received a significant bump thanks to Amazon Prime Day and Black Friday week discounts.
Overall, Prime membership grew YoY, although Amazon did not provide exact figures (the firm revealed earlier this year that there are over 100mn paid Prime members around the world). Amazon added Australia as its 17th nation, joining countries where Prime members can sign up for an annual subscription by either the month or the year. In the US, for example, the prices for those are $12.99/ month or $119/ p.a. Amazon charges $8.99/month for people who only want the company’s video streaming service.
Prime’s substantial benefits (including streaming service, books, music, next-day delivery etc.) accounted for most of the Amazon’s Best of Prime 2018. Last year, Consumer Intelligence Research reported that Prime members spend c. $1,300/p.a. on Amazon – about double what non-Prime members pay.