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Loyalty360 CEO and CMO Mark Johnson believes that the Amazon Prime loyalty program uses a process that speaks to and executes against the unique and disparate expectations of its customer base.
“The uniquely bundled experiences of video, audio, free shipping, and effective product/service offerings create a unique relationship between the customer and Amazon,” Johnson said.
That unique relationship between Amazon and its loyalty program members has now reached a most enviable milestone: 41 million Amazon Prime members.
Although Amazon doesn’t release Prime membership numbers, Chicago-based analysis firm Consumer Intelligence Research Partners (CIRP) estimates that Amazon Prime now has 41 million U.S. members, up from 40 million at the end of the 2014.
An interesting statistic from CIRP’s report released May 20 noted that Amazon Prime members are spending less. CIRP estimates that the average Amazon Prime member spends about $1,100 per year compared to about $700 per year for non-members. Last quarter, it estimated that these valuable members were spending $1,500 a year, compared to non-members who spend about $625 a year.
Nevertheless, there aren’t too many companies that can boast 41 million loyalty program members.
“Amazon has terabytes of data on its customers, yet where it succeeds is its ability to listen to and understand what resonates with its customers,” Johnson explained. “And Amazon uses that understanding to create mutually beneficial engagements between the customer and the brand, which is quite unique and still very challenging to a good many in the marketing arena today.”
Earlier this year, Amazon Prime’s customer loyalty program celebrated its 10th anniversary and its customer engagement figures are staggering. During Amazon’s fourth-quarter and full-year financial results conference call on Jan. 29, CEO Jeff Bezos said Amazon Prime membership soared 53% in 2014.
Now, Amazon Prime membership is $99 per year for more than 20 million items, as well as Prime Instant Video, which includes unlimited streaming of videos and TV shows. What’s more, there is a Kindle Lending Library, which allows members to borrow thousands of books for free.
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