How we source: figures on this page come from the company’s own filings (SEC 10-K, 10-Q and earnings releases, or its annual report), with the period stated next to each number. Last refreshed October 2026. Our methodology.
Key figures, at a glance
Amazon: Subscription services (incl. Prime), by quarter
Amazon at a glance: $201B of sales and $27.5B of operating income in one quarter. Source: Amazonquarterly earnings releases (Form 8-K, SEC EDGAR) (Q2 2026). YoY growth calculated from the release tables. Analysis by The Business Engineer.
Amazon reports ‘subscription services’, which includes Prime membership fees plus digital video, audiobook, music and other non-AWS subscriptions. It does not break out Prime on its own, and it does not report member counts every quarter.
At $49.6B in 2025, subscriptions were about 7% of Amazon’s revenue. Their real value is indirect: Prime members buy more often and are the core audience for Amazon’s advertising and Prime Video ads.
Amazon subscription revenue in 2023 was over $40 billion, compared to over $35 billion in 2022 and nearly $32 billion in 2021. Amazon Prime grew from a $4.5 billion revenue segment in 2015 to an over $40 billion segment in 2023.
Online stores are still Amazon's biggest line, but ads grew 22% to $69B in 2025. Source: Amazonquarterly earnings releases (Form 8-K, SEC EDGAR); full-year = sum of four quarters (ties to Form 10-K). Growth calculated. Analysis by The Business Engineer.
Frequently asked questions
How much does Amazon make from Prime?
Amazon reports subscription services, mostly Prime fees: $49.6B in 2025 and $13.7B in Q2 2026.
Gennaro Cuofano is a CRO and tech executive who has worked in AI since late 2015, starting with bringing NLP, natural-language generation, voice and chatbot products to the marketing industry. His background is in law and finance: he holds a Master's degree in Law and an International MBA with an emphasis on corporate finance (LUISS Business School and the University of San Diego, 2012), and worked as a financial analyst at a real-estate investment firm in San Diego and as an assistant controller. His work focuses on business model strategy, business engineering and, more broadly, structural analysis: how companies make money, read from their own filings. He created FourWeekMBA and leads research there and at The Business Engineer, his newsletter on AI and business strategy, with over 95,000 subscribers and more than 1,000 published analyses. His writing has also appeared on Entrepreneur (for example, How to Digitize a Family Business in Europe) and HackerNoon. Find him on LinkedIn and Substack. See how we source.
Scroll to Top
Discover more from FourWeekMBA
Subscribe now to keep reading and get access to the full archive.
