Americans are obsessed with Amazon Prime, and it shows

• Amazon Prime had 180 million members in March, according to new data.
• That's 75% of all US shoppers, Bloomberg Businessweek reported.

Now more than ever, you're more likely than not to be an Amazon Prime member.

About 180 million people had a Prime membership as of March, Bloomberg reported on Tuesday, citing data from Consumer Intelligence Research Partners. That represents an 8% increase from 2023, according to the data.

It also brings the share of US consumers who have Prime to 75%, per the report. Amazon did not immediately respond to a request for comment from Business Insider.

Online shopping, including from Amazon, took off during the pandemic. The new numbers suggest that Prime still has growth potential, albeit at a less rapid rate.

Prime fees, which cost $15 a month or $140 annually, are a key source of revenue for Amazon. Analysts surveyed by Bloomberg expect the company's subscription revenue for the first quarter will jump 12% to $10.8 billion; data are due April 30.

Other retailers are trying to popularize their own membership services, which offer perks like free shipping on online orders and access to streaming services. Last month, Target said it would offer Circle 360, a membership that provides unlimited same-day delivery on orders from its stores, for $49 a year.

Walmart, meanwhile, has been expanding its Walmart+ subscription program for years.

Some shoppers have still managed to avoid signing up for Prime. But in a sign of how engrained Amazon has become in the e-commerce world, even items bought on other websites, such as eBay, end up being shipped by Amazon.

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