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Amazon would still be losing money if it weren't for Prime subscription revenue. It's the same business model followed by warehouse clubs like Costco (COST -0.32%). Costco gives us the benefit of breaking out its revenue into merchandise and membership. Last year, membership revenue accounted for 107% of net profit. Yes, if Costco didn't have any membership fees, it wouldn't be profitable. And Amazon has the opportunity to do the exact same thing, except on a much larger scale. Image source: Amazon. Amazon won't tell us how many Prime subscribers it has worldwide, which makes the math fuzzy. But a couple years ago, Amazon all but confirmed that it had at least 20 million Prime members worldwide when it used the language "tens of millions of members." In 2014, it told us Prime membership grew 53%, and last year it grew 51%. So, conservatively speaking, Amazon probably has at least 46 million Prime members paying $99 per year. Revenue from Prime memberships is amortized over the life of the membership, so we must figure out the average number of members throughout the year. If we simply assume linear growth, Amazon had around 38.4 million average members throughout the year. That gives us $3.8 billion in membership revenue, significantly more than Costco's $2.5 billion in membership revenue. Note that Costco actually generated higher net sales than Amazon. That means Costco is actually generating more sales per member compared to Amazon, even though non-members can shop with the online retailer. But it stands to reason that heavy Amazon users would be among the first to sign up for Prime. As Amazon goes after its next 50 million Prime members, they're likely looking for other benefits, such as video streaming, with the two-day shipping acting as an extra bonus. In other words, new members likely cost Amazon less in variable fees than older members, so Amazon is able to keep a larger chunk of that $99 membership fee. As such, each new member brings with them some amount of revenue that practically goes straight to Amazon's bottom line. And with Prime memberships growing at a clip of 51% year over year, it seems there's lots of room left to grow and make Amazon's retail operations even more profitable. high quality imitation bags
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