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March 26, 2024

Numerator Research Identifies Most Likely Amazon Shoppers

Posted In: Retail Articles

Market researcher Numerator has thrown a spotlight on the average Amazon customer in reporting 81% of households across the United States shopped at Amazon at least once in 2023.

Numerator noted that Amazon customers have some specific tendencies:

  • The average Amazon shopper spent $2,662 at the retailer last year, making 72 purchases, which equals almost $37 per purchase. 
  • Amazon saw a 99% repeat rate for customers.
  • Amazon shoppers are more likely to be Gen X and Millennials compared to all U.S. shoppers.
  • About 48% of Amazon shoppers are in the middle income range of $40,000 to $80,000, while 28% fall into the high income bracket of $80,000 or more.
  • Amazon shoppers are slightly more likely to be impulse buyers versus all U.S. consumers.
  • Amazon shoppers are mostly female, at 75%, and white, at 67%. 
  • As for living arrangements, 68% of Amazon shoppers are homeowners and 38% live in suburban areas.

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