Amazon India VP Akshay Sahi says Prime membership on track to double from 2023 to 2026, driven by tiered plans. Prime Day July 4-6 aims to top 18,000 orders per minute peak.
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Amazon India is on track to double its Prime membership base between 2023 and 2026, driven by tiered subscription plans that have widened access across income groups and smaller cities. The company will run its 10th Prime Day sale from July 4 to 6, aiming to beat last year's peak of 18,000 orders per minute.
Akshay Sahi, vice president of Prime and customer fulfillment for India and emerging countries, said the tiered plans have been key. “We are on path to double our Prime membership base in the period spanning over the past three years – from 2023 to the end of 2026,” he told Businessline.
Prime members shop five times more frequently than non-members, Sahi said. Those who also use Amazon Now triple their shopping frequency. The top half of Prime members save more than five times their membership fee, and the top 10% save more than eight times.
One in five members who join the lowest tier eventually upgrade to the top tier, Sahi added. Nearly 70% of new Prime members come from tier-2 and tier-3 cities, a shift that reflects the broader e-commerce push into India's smaller urban centers.
Last year's Prime Day saw orders peak at 18,000 per minute, up 50% from the prior year. “I’m hoping that our orders peak this year will be larger than that,” Sahi said. The event will also feature 500 new product launches from Indian and global brands, including small and medium enterprises.
Amazon has been adding fulfillment centers and last-mile delivery stations to support the growth. The infrastructure build-out is part of a broader push to deepen logistics in areas where new Prime members are coming from.
The tiered membership model, introduced to broaden access across socio-economic segments, appears to be working. Sahi said engagement tends to hold after Prime Day, with members continuing to shop at higher rates than non-members.
Amazon India does not break out Prime membership numbers publicly. The doubling target implies a compound annual growth rate of roughly 26% over the three-year period, based on the 2023 base.
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