Amazon starts Prime Day today with at least 139 percent more participants than when the retailer started the annual bargain party in 2015. According to Consumer Intelligence Research Partners (CIRP), Amazon has at least 105 million Amazon Prime members. Only those can benefit from discounts today and tomorrow. Amazon does not want to reveal how many Prime members it has worldwide, as the company is silent about many things. Last year a figure of “over 100 million members” was communicated with the exception of a few. In June 2015, the counter stood at 44 million members. Compared to earlier estimates at the beginning of this year, another 4 million US Prime members have been added, according to CIRP. 57 percent of Amazon buyers have a membership. CIRP also suggests, based on a representative survey of 500 American consumers, that no less than 82 percent of American households have a Prime membership. Americans pay $ 119 annually for free shipping and access to Amazon Prime Video, a competitor to Netflix. Prime members spend more on average than non-members, $ 1400 a year. In the Netherlands, membership costs only 5.99 euros per month, a trial subscription can also be concluded for 30 days. Prime Day lasts two full days this year, also in Belgium and the Netherlands. Other (mainly American) retailers were already trying to outrun Amazon. Macy’s department store started the “Black Friday in July” on 8 July. The promotions ended this weekend. Target is organizing its own Deal Days today and tomorrow, as well as Best Buy. Last year, Amazon sold no less than 100 million products on Prime Day, which then lasted 36 hours. Cyber Monday and Black Friday were defeated. However, according to Adobe Analytics, an estimated 30 percent of orders are returned. Apparently quite a few consumers regret impulse purchases. Ignition One estimates that Amazon generates $ 6.1 billion in revenue this year, 2 billion more than last year.