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Source & Notes

Data Table

Source: EMARKETER Forecast, February 2026 - January 2026

Note: ages 18+; individuals who have accessed their Amazon Prime account at least once during the calendar year

Additional Note: The user does not need to be the primary account holder.

Methodology: Estimates are based on the analysis of survey and web traffic data from other research firms, historical consumer adoption trends, and demographic adoption trends.

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