In December 2015, Amazon stated that "tens of millions" of people are Amazon Prime members. Amazon Prime added 3 million members during the third week of December 2015. It was also during December that Amazon announced the creation of the Streaming Partners Program, an over-the-top subscription service that enables Amazon Prime subscribers to add additional streaming video services to their accounts. Among the programming providers involved in the program are Showtime, Starz (with additional content from sister network Encore), Lifetime Movie Club (containing recent original movie titles from Lifetime Television and Lifetime Movie Network), Smithsonian Earth, and Qello Concerts.
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In this report, we showcase the findings of our recent online survey of US consumers, a sizable proportion of whom had bought clothing or footwear on Amazon during the past 12 months. We explore how many US consumers are buying apparel on Amazon, which retailers these shoppers have switched their spending from, what clothing and footwear brands and categories they are buying on Amazon, their attitudes toward Amazon Fashion and its offerings, and where else, besides Amazon Fashion, they shop for apparel. Throughout this report, “apparel” refers to both clothing and footwear.
Our survey found that membership declines from the April 2018 peak spanned the income scale, although the greatest declines were among consumers in the $35,000–$74,999 income range. This is a demographic that has a near-average Prime penetration rate, meaning that the group does not exhibit the growth potential of lower-income households, which account for a smaller proportion of Prime members. But those in the $35,000–$74,999 income segment also do not have the financial security of those in higher-income households, which account for much higher-than-average subscription rates. So, these data may imply that those in the “squeezed middle” are canceling their Prime memberships at higher rates than those in other income groups, despite an apparently benign economic context.
The new feature illustrates the growing tension between Amazon and the many big and small brands that have become reliant on the site because of its dominance in e-commerce. Amazon is becoming a direct competitor for more sellers, raising questions around how the company's use of its marketplace sales data could potentially give it an unfair advantage over other brands and merchants.
Our survey confirmed that Walmart was the most-shopped retailer for clothing and footwear over the past 12 months. Amazon is neck and neck with Target as America’s second-most-shopped retailer for clothing and footwear. That does not directly imply that Amazon is America’s second-biggest apparel retailer by sales, however, as shoppers’ average spend and frequency of purchase both factor into this metric.
Who says dessert can’t be keto-friendly? This sugar- and sugar alcohol-free treat is made from 100-percent stone-ground South American cocoa beans and sweetened with monk fruit and non-GMO soluble vegetable fiber, making it both low in carbs (just three net grams per ounce) and melt-in-your-mouth creamy. Throw in a handful of earthy, buttery almonds for good measure and you’ve got something that’ll appease your sweet tooth without ruining your diet.
In 2012, Amazon announced the launch of Vine.com for buying green products, including groceries, household items, and apparel. It is part of Quidsi, the company that Amazon bought in 2010 that also runs the sites Diapers.com (baby), Wag.com (pets), and YoYo.com (toys). Amazon also owns other e-commerce sites like Shopbop.com, Woot.com, and Zappos.com.