How many Prime members does Amazon have? The company keeps the official figure close to its chest, but its latest financial filing has given external analysts some better fuel for their estimates. In the filing, Amazon reported that its net sales from “retail subscription services” rose by 43.1% to $6.39bn in 2016.

Note, this isn’t just income from Prime: it also covers “audiobook, e-book, digital video, digital music, and other subscription services”. Journalists and analysts have already been playing with the data to try to figure out how many Prime members there are. Morgan Stanley’s Brian Nowak comes up with around 65 million Prime members worldwide, paying an average of $88 each.

TechCrunch journalist John Mannes comes up with more than 70 million Prime members: “likely the result of weighting Amazon penetration in Asia more heavily”. As we’ve reported before, it’s this base of subscribers that is providing the launchpad for Amazon’s music subscription offerings.

Recent research from Parks Associates claimed that 15% of all broadband households in the US have a subscription to Amazon Music, which our estimates suggested could mean upwards of 15 million homes.

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