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Amazon India is witnessing strong growth in its Prime ecosystem and expects to double its Prime membership base between 2023 and 2026, driven by the adoption of its tiered subscription plans.
As the e-commerce giant gears up for the 10th edition of its Prime Day sale, scheduled from July 4 to July 6, the company is aiming to surpass last year's peak of 18,000 orders per minute. In addition to exclusive shopping deals, Prime members will have access to more than 500 new product launches from leading Indian and global brands, as well as small and medium enterprises (SMEs).
“We are on path to double our Prime membership base in the period spanning over the past three years — from 2023 to the end of 2026. The tiered Prime membership plans have played a key role in widening the Prime membership base,” Akshay Sahi, VP — Prime & Customer Fulfilment Experience, India & Emerging Countries.
Beyond exclusive shopping deals, this year's Prime Day will give members access to more than 500 new product launches from leading Indian and global brands, as well as small and medium enterprises (SMEs).
“We have seen Prime members shop 5x more frequently than non-members on Amazon. Prime members also triple their shopping frequency once they use Amazon Now. The top 50 per cent of Prime members actually save more than 5x their membership fee and the top 10 per cent save more than 8x. A lot of innovation has gone into configuring Prime Day for India which has helped accelerate the whole Prime flywheel as well. The unique thing about membership has been that engagement is usually sustained after Prime Day,” he added.
Sahi noted that the idea behind launching the three tiers of the Prime membership plan was to be able to broaden its access across socio-economic segments and need states. “ Infact, we have seen one in five members who join the lower tiers, eventually upgrade to the top tier. Also, we have seen nearly 70 per cent of new Prime members coming from tier-2 and tier-3 cities,” he added.
“During last year’s Prime Day (sale event) we had peaked at nearly 18,000 orders per minute, which was 50 per cent higher than the previous year. I’m hoping that our orders peak this year will be larger than that. It’s also a massive seller enablement timeframe as a lot more of our sellers can discover a lot of new members nationally, as well as grow their businesses,” he added.
To support its expanding business, the e-commerce marketplace has continued to strengthen its logistics network by adding new fulfilment centres, expanding last-mile delivery stations, and enhancing its overall operational infrastructure.
