Big Box Online Retailers Take A Back Seat To Amazon Prime

Market researchers say online shoppers who subscribe to Amazon Prime are much less likely to shop at other online retailers like Target.com or Walmart.com. One researcher found that less than one percent of Prime members will cross-shop during the same online session. Though Amazon does not reveal information about its $99/year Prime service, Consumer Intelligence Research Partners estimates membership at around 40 million, a four-fold increase in two years. One study finds that 63 percent of Prime members make a purchase on the site during a visit. By contrast, only two percent of Target.com and five percent of Walmart.com shoppers purchase something during their online session.