Amazon Prime doubles India subscribers in 18 months, 50% new members from smaller cities

Amazon Prime has doubled its India subscribers over the last 18 months with at least 50% of new members coming from smaller towns and cities, as the domestic market continues to be the fastest growing geography for the e-tailer globally, a top executive told ET.

“Since launching the service in India in 2016, the programme’s engagement and retention rate across benefits including videos and music streaming, and e-tail has remained high in the country,” said Akshay Sahi, head of Amazon Prime India.

Amazon has been aggressive about making investments across commerce, video, music streaming and payments in India and localising for the market in a bid to lock in a large consumer base.