Non-metros drive Amazon Prime growth in India

Amazon Prime membership is on track to double from its 2023 level by the end of 2026, with around 70% of new members coming from Tier-2 and Tier-3 cities, as the programme expands beyond its traditional metro and premium customer base.

“Prime is fairly democratic at this point and has become a Bharat phenomenon,” Akshay Sahi, Vice President, Prime and Customer Fulfilment Experience, India and Emerging Countries, Amazon, said in an interaction with Fe.

Sahi said the profile of Prime members has broadened significantly, with the company seeing customers across regions, income groups and shopping preferences.