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SAN FRANCISCO (USA Today) — Amazon Prime is big, but it may not be as big as Jeff Bezos says it is.

The popular membership program turned 10 on Monday.

That’s 10 years of all-you-can-eat express shipping and access to digital movies, books and music for millions of members.

Just how many millions isn’t known, because Amazon (AMZN) doesn’t release Prime membership numbers.

However, using surveys, Chicago-based analysis firm Consumer Intelligence Research Partners estimates that about 45% of Amazon’s customers in the United States have signed on for Prime.

That puts membership at almost 40 million.

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