Amazon confirms it has 20M+ Prime subs

|By:, SA News Editor

Macquarie's Ben Schachter states Amazon (AMZN +0.9%) has confirmed it now has 20M+ Prime subscribers. That figure is soundly above the 16.7M estimated by CIRP in December. Amazon declared last week it had "tens of millions" of Prime subs, but gave no precise number.

The company's confirmation suggests Prime is now on a ~$1.6B/year subscription revenue run rate. Of course, Amazon likely cares far less about subscription revenue than about the elevated spending activity (estimated by CIRP to amount to $1,340/user) of Prime subs.

Amazon's figure also means 20M+ accounts now have access to Prime Instant Video, which the company just began marketing.