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Amazon U.S. Prime Membership Growth Slows, Researcher CIRP Says

  • Walmart has tried to blunt the appeal of Prime membership
  • Prime members still spend heavily, $1,400 per year on average
The Amazon.com Inc. Prime logo is displayed on computer screens.

The Amazon.com Inc. Prime logo is displayed on computer screens.

Photographer: Daniel Acker

Is Amazon Prime maxing out?

The e-commerce giant’s rewards club, which offers paying members two-day free shipping on millions of items and streaming video programs, grew just 8 percent over the past 12 months to 97 million U.S. subscribers, according to CIRP, the slowest pace since the research firm started tracking membership in 2012. CIRP says Prime subscribers increased by 2 million in the most recent quarter, which included Amazon.com Inc.’s Prime Day sales promotion.