May 3, 2021 It took Amazon 13 years to reach its first 100 million subscribers to Prime, the company’s benefits-loaded membership program. It took just three years to add its next 100 million, as founder Jeff Bezos revealed last month in his final letter to shareholders as Amazon’s CEO. Prime has long served as the engine driving Amazon’s business, pulling new users in via perks such as streaming video and music and locking them into shopping on Amazon with fast, free shipping. The number of shoppers signing up is accelerating, perhaps especially now as e-commerce surges amid the pandemic and Amazon lures more customers both in the US and overseas. The average amount Prime members spend on Amazon also appears to be growing. It’s making Prime more valuable than ever to the company.