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Amazon Out of Its Prime as Memberships Seen Slipping

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Amazon once again registered as the world's largest retailer in 2022, but the ecommerce giant also appears to have recorded its first drop in Prime memberships. The number of individual Prime members fell to 168 million in December from 170 million a year ago, according to estimates from Consumer Intelligence Research Partners, which began tracking Prime membership data in 2013. The 2 million member drop marks the first time Amazon has recorded no Prime growth, the market research firm says. 

Amazon Prime's membership woes come to light as the online retailer begins the largest round of layoffs in its history, seeking to eliminate 18,000 jobs. Still, Amazon has been working to build its perks to boost customer satisfaction and attract new members. Those efforts include ramping up its streaming options with Prime Video to offer exclusive programs and rolling out a discounted Prime membership, Prime Access, for members receiving government assistance.


Gallery: Paying $139 for Amazon Prime? Don't Miss These Perks

Amazon doesn't publicly disclose the size of its membership program, though Jeff Bezos has said Prime has topped 200 million subscribers. The retail giant denies CIRP's claims, saying in an emailed statement to Insider: "Just because an analyst firm reports something doesn't make it true or fact, and in this case, the research is not accurate. Prime membership continues to grow as the value members receive continues to increase." 

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