Amazon Prime tops US loyalty rankings, study finds

New research from LoyaltyLion found that Amazon Prime, Walmart+ and Starbucks Rewards are the loyalty programmes US consumers value most. It also found that 91% of respondents said rewards influence them to buy again from the same eCommerce brand.

The survey of 2,001 US consumers enrolled in at least one eCommerce loyalty programme ranked Amazon, including Prime, first, followed by Walmart, including Walmart+, Kroger, CVS, Starbucks, Costco, Kohl's, Sephora, Target Circle and Ulta.

The findings suggest household names still dominate the market, but established retail chains and specialist brands also hold strong positions. Beauty retailers Sephora and Ulta both made the top 10, while respondents also named local businesses, including breweries, gyms, dispensaries and independent retailers, when asked which programmes they valued most.

Use of loyalty schemes appears frequent. Respondents said they log into loyalty programmes 11 times a month on average, while 15% said they engage every day.

More than half, 58%, said they check in at least once a week. Among consumers aged 16 to 24, that figure rose to 80%.

The survey also suggested cost pressures may be shaping demand. Just over half of respondents, 52%, said economic uncertainty makes them more likely to join a loyalty programme.

Warehouse club memberships performed strongly in that context, with Costco and Sam's Club receiving significant mentions. The research pointed to continued demand for memberships tied to regular household spending and repeat savings.

Beyond discounts

The data also indicated that shoppers want more than price cuts. Some 59% of respondents said loyalty programmes offer better experience-based perks than they used to, while 60% said they receive a better customer experience as a member.

More than half, 55%, said joining a loyalty programme makes them feel more emotionally connected to a brand. That was especially notable in beauty, where Sephora and Ulta were identified as leading examples of retailers building customer communities around rewards and member offers.

Elsewhere, Kohl's stood out in apparel. It was identified as the strongest performer in that category, reflecting the continued appeal of simple, familiar rewards structures such as Kohl's Cash.

Starbucks led food and beverage programmes in the survey. Its position ahead of rival chains suggests consumers continue to respond to reward models tied to frequent, low-cost purchases.

The broader pattern in the rankings showed a split between programmes built around convenience and those that create a stronger sense of attachment. Amazon Prime and Walmart+ benefit from regular use in everyday shopping, while brands such as Sephora, Ulta, REI, Lululemon and Bath & Body Works were cited for more experience-led offers and identity-driven appeal.

Digitally native brands also featured in responses, including Dollar Shave Club. The results suggest scale is not the only factor in winning customer loyalty, particularly when membership benefits go beyond discounts.

Charlie Casey, chief executive officer of LoyaltyLion, said the findings show consumers are engaging with loyalty programmes regularly and increasingly making shopping decisions based on the value they receive.

"Consumers clearly love loyalty programs. They're engaging with them regularly, actively looking for ways to earn rewards and increasingly making decisions about where to shop based on the value they receive. The programs topping our rankings are delivering meaningful value in categories people spend money on every week. There's a perception that loyalty innovation is driven by the world's biggest retailers, but some of the most exciting work is happening among digitally native and challenger brands. These businesses understand that loyalty is no longer simply about discounts, but about giving customers a reason to engage regularly, feel part of a community and build a lasting relationship with a brand. The retailers seeing the strongest results are those using loyalty as a core part of the customer experience rather than a standalone initiative."

He added that one of the most interesting findings was the mix of national giants, independent retailers and local favourites cited by consumers.

"Consumers want savings and rewards, but they also respond to programs that feel relevant, personal and connected to the brands they genuinely enjoy shopping with."