Amazon Prime, the company’s $79/year subscription service, has significantly fewer subscribers than Wall Street analysts have been estimating, according to a Bloomberg News report this afternoon, citing three people familiar with the matter.

The Amazon Prime service had 3 million to 5 million subscribers as of October, according to the Bloomberg report. That’s in contrast to current analyst estimates putting the number at more than 10 million Amazon Prime subscribers.

Amazon doesn’t routinely disclose its Prime subscription numbers. A 30-day Amazon Prime trial is included with the company’s Kindle Fire tablet, and Amazon is counting in part on subscription revenue to make up for the low $199 price of the device.

Amazon Prime includes free two-day shipping of selected items for members, in addition to Prime Instant Video streaming at no extra cost. Amazon last year added selected Kindle book rentals to the lineup for Amazon Prime subscribers who own Kindle devices.

An Amazon spokeswoman declined to comment on the Bloomberg report, citing a policy against addressing rumors or speculation.

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  • Jakers

    My bets are still with Amazon on this. I love my Kindle and just started paying for prime last month. I have already spent at least $100 on digital content beyond my subscription and probably another $100 on items I wouldn’t have bought on Amazon if it was for the free two-day shipping. Who knows if I will sustain this, but that’s nearly $300 in revenue for Amazon because of my Kindle Fire.

    • Guest


  • Ted Marlow

    what sucks is some videos are only avalable for rental or streaming with no option to buy.

  • Guest

    This is the same reason why Amazon refuses to disclose actual Kindle sales.  Actual sales are much, much lower than all these Analyst’s overblown estimates.

  • Lokkende

    I’m sorry I bought mine. No way to view a movie without WiFi unless you buy it. And if I have access to Wifi I am surely goint to view movies on a much larger screen.

  • Mlubetich

    I love what Amazon has done over the past decade but feel PRIME needs to be refined before it will have a chance to really shine. The customer service side is not what I would expect of Amazon. I cancelled PRIME after 4 years prior to having a chance to explore its content offerings. Id give PRIME another chance if it can get its support in order and suggest they start with empowering csr’s to make decisions off script.

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