Of all the perks that Amazon members enjoy — streaming television and musical entertainment, an e-book lending library, photo storage, among others—the real reason Prime members shell out their $99 yearly dues is the free, no minimum, two-day shipping on many items, according to a study by RBC Capital Markets.
In fact, the percentage of Amazon Prime members who say they prize the free shipping option the most has crept up to 78% this year from 74% in 2013, far outpacing other perks.
Fewer than one in 10 Prime members signed up because of streaming video, for example, and a paltry 1% joined because of its Kindle Lending Library.
That more than three quarters of Amazon Prime members know exactly why they’re there is an just another impressive stat among many about the e-retail giant’s membership program. (Another, of course, is the program’s massive conversion performance.)
Amazon has been working hard to add more items that qualify for free two-day shipping, but it’s perhaps hard to fathom why it’s also working to add other perks to the membership.
One speculation: Perhaps Prime members come for the free shipping, and stay for the streaming.
In any case they are staying: Investment firm Macquarie estimates that 40 million U.S. households are Prime members, and current growth rates could bring Prime to half of all households by 2020.