A data profile of the people who buy, follow and care about Amazon.com in Switzerland — modelled from more than twelve digital signal sources. Amazon.com has an estimated audience of 6,675,000 people in Switzerland.
The average Amazon.com fan in Switzerland is 40.7 years old, balanced, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Canton of Bern, Vaud.
Top brand affinities include Audiobook, Audible.com, Internet Movie Database, with strongest over-indexing on Audiobook (5.03× the country average).
Demographically, the Amazon.com audience skews balanced with an average age of 40.7, and over-indexes on personality traits such as Sustainability, Travelling.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical Amazon.com fan in Switzerland is balanced, around 40.7 years old, with strong Sustainability tendencies and a notable affinity for Audiobook.
The key figures that characterise the Amazon.com profile in Switzerland.
52.5% are female, 47.5% are male, average age 40.7.
| Metric | Value |
|---|---|
| Female | 52.5% |
| Male | 47.5% |
| Average age | 40.7 |
| Estimated audience size | 6,675,000 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 20% | |
| 30-39 | 23% | |
| 40-49 | 24% | |
| 50+ | 20% |
of the worldwide Amazon.com audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 24.7% |
| China | 9.0% |
| Germany | 8.1% |
Where the Amazon.com audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Ticino | ~300K | 2.07× | |
| 02 | Canton of Geneva | ~500K | 1.59× | |
| 03 | Basel-Landschaft | ~200K | 1.37× | |
| 04 | Aargau | ~400K | 1.36× | |
| 05 | Thurgau | ~200K | 1.36× | |
| 06 | Schaffhausen | ~50K | 1.31× | |
| 07 | Canton of St. Gallen | ~300K | 1.26× | |
| 08 | Basel-City | ~300K | 1.21× | |
| 09 | Canton of Zürich | ~1M | 1.15× | |
| 10 | Vaud | ~600K | 1.11× | |
| 11 | Valais | ~300K | 1.10× | |
| 12 | Graubünden | ~200K | 1.02× | |
| 13 | Neuchatel | ~100K | 1.02× | |
| 14 | Solothurn | ~200K | 1.01× | |
| 15 | Canton of Bern | ~700K | 1.00× | |
| 16 | Luzern | ~300K | 0.97× | |
| 17 | Jura | ~40K | 0.97× | |
| 18 | Fribourg | ~200K | 0.90× | |
| 19 | Schwyz | ~80K | 0.81× | |
| 20 | Canton of Zug | ~60K | 0.76× | |
| 21 | Appenzell Ausserrhoden | ~20K | 0.63× | |
| 22 | Canton of Glarus | ~10K | 0.48× | |
| 23 | Canton of Obwalden | ~10K | 0.47× | |
| 24 | Canton of Nidwalden | ~10K | 0.43× | |
| 25 | Uri | ~10K | 0.43× | |
| 26 | Appenzell Innerrhoden | ~3K | 0.31× |
The strongest cross-interests of the Amazon.com audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Audible.com | Literature | 5.58× | ||
| 02 | Audiobook | Literature | 5.03× | ||
| 03 | BookBeat | Literature | 5.03× | ||
| 04 | Internet Movie Database | Movies & TV | 3.90× | ||
| 05 | Die wilden Kerle | Kids & Family | 3.24× | ||
| 06 | Geschichten aus der Geschichte | Music & Radio | 2.27× | ||
| 07 | Audible | Literature | 1.95× | ||
| 08 | Drill | Home & Garden | 1.83× | ||
| 09 | Bonprix | Shopping | 1.74× | ||
| 10 | Smart TV | Technology & Electronics | 1.74× | ||
| 11 | Tchibo | Shopping | 1.65× | ||
| 12 | Web conferencing | Technology & Electronics | 1.65× | ||
| 13 | EBay | Shopping | 1.62× | ||
| 14 | Walmart | Shopping | 1.58× | ||
| 15 | Baby transport | Kids & Family | 1.55× | ||
| 16 | Cumhuriyet | News | 1.55× | ||
| 17 | Machine learning | Business & Career | 1.52× | ||
| 18 | Washing machine | Home & Garden | 1.51× | ||
| 19 | Audrey Hepburn | Movies & TV | 1.51× | ||
| 20 | Geberit | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.06× | |
| Travelling | THRILL | 0.97× | |
| Price Sensitivity | PREMIUM | 0.84× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.69× | |
| Healthy Lifestyle | BALANCE | 0.76× | |
| Social Media Usage | JOY | 0.80× |
Amazon.com's target market in Switzerland covers an estimated 6,675,000 people, concentrated in Canton of Zürich and Canton of Bern.
52.5% of the Amazon.com audience are female, 47.5% are male, with an average age of 40.7 years.
Amazon.com fans show strongest brand affinity for Audiobook (5.03×), Audible.com (5.58×), and Internet Movie Database (3.9×) over the country average.
Amazon.com fans in Switzerland are most concentrated in Canton of Zürich (reach ~1M), Canton of Bern (reach ~700K), and Vaud (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Amazon.com itself, the audience over-indexes on Audible.com (5.58×), Internet Movie Database (3.9×), EBay (1.62×), and Drill (1.83×) compared to the Switzerland average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Switzerland who actively search for Amazon.com. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Switzerland. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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