Amazon Prime Momentum Drives Double-Digit Growth

Amazon's Prime ecosystem is gaining momentum in the second half of 2026 due to recent programming and delivery announcements that reinforce its loyalty engine.

The company's Prime Video unveiled its full NBA on Prime schedule for the 2026-27 season, featuring five weeks of Emirates NBA Cup doubleheaders, a Black Friday game, and an exclusive presentation of the Eastern Conference Finals.

This expansion includes WNBA coverage and a growing pipeline of Amazon MGM Studios originals extending into 2027.

As a result, Prime membership is showing double-digit year-over-year growth in its second-quarter earnings report released on July 30, alongside a more than 40% increase in items delivered same-day or overnight to Prime members in the first half of the year.

Paid unit growth reached 17%, while advertising revenues climbed 26% to $19.8 billion with Alexa+ expanding to four additional countries and users spending 40% more per order.