The normally secretive Amazon has finally detailed a key metric of its success: It now has over 100 million Prime subscribers.
The number was provided publicly by CEO Jeff Bezos to shareholders in the firm’s annual shareholder letter. This marks the first time that Amazon has supplied a hard number for Prime subscribers, which pay a $100 annual fee.
“13 years post-launch, we have exceeded 100 million paid Prime members globally,” the letter notes. “In 2017, Amazon shipped more than five billion items with Prime worldwide, and more new members joined Prime than in any previous year – both worldwide and in the U.S.”
Additionally, the letter noted that Amazon has made Prime Now, which promises free deliveries in under two hours, available to subscribers in over 50 cities in nine countries.
Bezos also noted that its Music Unlimited service, which is not directly tied to Prime and requires a separate subscription fee, has expanded to over 30 new countries and doubled in subscriber size in the past year. The service has “tens of millions of paid customers,” the firm reiterated. ([Amazon publicly revealed this soft number for the first time earlier this month](Earlier this month, ).)
As I’ve noted in the past, Amazon’s ability to combine physical and digital perks for subscribers is an advantage that no competitor can match.
And Amazon’s public disclosure about Prime follows a March leak the detailed the Prime Video service, which is part of the Prime membership. That leak of internal data showed that 26 million people use Prime Video regularly