Epsilon also found that the top 1% of Amazon Prime members spend more than $3,200 annually in an average of 19 transactions, for an average transaction value of about $171, while the top 1% of Amazon shoppers who are not Prime members spend roughly $2,560 in about seven transactions a year worth an average of $151.
One of the more intriguing points the study makes is that Amazon is not necessarily holding shoppers captive with all of its draws, like Prime membership benefits and brand selection. Rather, Epsilon posits that Amazon’s customers tend to shop and spend just about everywhere else, too.
