By
Alex Bitter
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Amazon has nearly maxed out the addressable market for its Prime membership, an analyst said.
Amazon's Prime Day has a problem: Almost everyone has Prime already
Amazon Prime Day has maxed out the addressable market for its membership, so it's changing its Prime Day strategy.
TL;DRAI
Amazon Prime reached 86% saturation, pivoting from member acquisition to transaction frequency via low-margin essentials. For platforms, it signals the inflection: when new-user growth ends, revenue shifts to engagement depth and cross-sell, not team expansion.
722 words~3 min read
