eMarketer: by the end of 2019 every other US household will be an Amazon Prime member

By the end of 2019, 51.3 percent of US households will belong to Amazon Prime, according to a new forecast from eMarketer. This means 63.9 million households, up from 47.4 percent of total in 2018. eMarketer has found that growing participation of lower-income households and consumers attracted to the platform’s new offerings are helping fuel Amazon Prime’s rapid growth in the USA.