Amazon Prime in Australia grows 63 per cent in one year

Global e-commerce and marketplace expert Pattern has surveyed Australian consumers for the third time, revealing that Amazon Prime shoppers in Australia have increased by 63 per cent compared to the same period last year.

Amazon Prime Day sales kick off in Australia on June 21-22 , and new research from Pattern shows more Australians will be able to grab bargains in 2021.

In Australia, 24% of online shoppers have an Amazon membership, up from 16% nine months ago. Meanwhile, 7% use someone else’s account, compared to just 3% in the 2020 survey. The 25-29 age group has the most Australian Amazon Prime shoppers; 56% of people in this age group have access to their own or someone else’s account.

The last Prime Day was October 13-14, 2020, and it seems to have dealt a blow to current membership subscription numbers. In May 2021, 11% of Prime members said they signed up for the first time because of Prime Day. Amazon has really mastered the art of attracting customers through Prime, and another 23% of subscribers said they initially signed up for a one-month free trial but did not cancel.

However, despite some big discounts offered on Prime Day, special offers were not the top reason for consumers to sign up. The most commonly cited reason was free delivery (63%), followed by content and entertainment (58%); 45% of Australian Prime shoppers mentioned special deals and discounts.

Pattern's 2021 Amazon Australia Shopper Report also showed that Amazon's customer numbers maintained the significant growth it experienced during the lockdown. The report said Australians were shopping more frequently on Amazon , and the growth in Prime subscribers would undoubtedly help foster loyalty to the marketplace as the site tries to keep consumers on the site as sticky as other advanced e-commerce marketplaces.

Pattern’s 2021 Amazon Australia Shopper Report highlights consumer attitudes towards the marketplace and predicts future online shopping behaviour. Findings include:

Accelerated growth for Amazon - As well as bringing new customers to the market, lockdown has also created positive sentiment for the business. 32% of online shoppers felt Amazon helped consumers during lockdown, up from 27% nine months ago when restrictions were still in place.

Key categories where Amazon could take market share - The study counted which categories of products they had purchased on Amazon in the past year and which products they would consider buying in the future , among which: Electronics ; Home kitchenware; Clothing, shoes and accessories ; Vitamin supplements ranked high.

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