Rascasse Audience Intelligence

Prime Target Market in Germany

A data profile of the people who buy, follow and care about Prime in Germany — modelled from more than twelve digital signal sources. Prime has an estimated audience of 1,327,621 people in Germany.

#630among Brand in Germany

The average Prime fan in Germany is 39.3 years old, more male, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Nelson Piquet, Jacques Villeneuve, General Dynamics, with strongest over-indexing on Nelson Piquet (248.86× the country average).

Demographically, the Prime audience skews more male with an average age of 39.3, and over-indexes on personality traits such as Risk Appetite, Travelling.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Prime fan in Germany is more male, around 39.3 years old, with strong Risk Appetite tendencies and a notable affinity for Nelson Piquet.

Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Prime profile in Germany.

Audience size
1.3M
in Germany
Gender
0.0%♀
100.0% male
Age
39.3
average years
Country rank
#5009
Brand in Germany
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Prime

0.0% are female, 100.0% are male, average age 39.3.

Fig. 02

Gender split

0.0%
Female
100.0%
Male
Demographic split for Prime audience in Germany
MetricValue
Female0.0%
Male100.0%
Average age39.3
Estimated audience size1,327,621
Fig. 03

Age distribution

Ø 39.3
average years
Age distribution of the Prime audience in Germany
Age bracketShare%
16-1921%
20-2912%
30-3926%
40-4928%
50+14%
Fig. 04

Worldwide distribution

5.0%

of the worldwide Prime audience comes from Germany.

Worldwide audience distribution share by country for Prime
CountryShare
United States20.9%
Brazil11.0%
France6.7%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Prime audience in Germany is strongest.

Fig. 05

Top regions by affinity

Prime customers by region in Germany
#RegionReachAffinity×
01Berlin~70K1.19×
02Nordrhein-Westfalen~300K1.14×
03Hamburg~30K1.08×
04Bremen~10K1.08×
05Bayern~200K1.07×
06Niedersachsen~100K1.07×
07Schleswig-Holstein~50K1.05×
08Baden-Württemberg~200K1.01×
09Hessen~90K0.99×
10Sachsen~60K0.99×
11Rheinland-Pfalz~60K0.97×
12Mecklenburg-Vorpommern~20K0.94×
13Brandenburg~30K0.89×
14Thüringen~30K0.87×
15Saarland~10K0.86×
16Sachsen-Anhalt~30K0.81×
Fig. 06

Affinity by region

Affinity by region — Prime, Germany
0.81×1.00×1.19×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Prime audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Prime audience
#·InterestCategoryAffinity×
01General DynamicsBusiness & Career309.76×
02Nelson PiquetSports248.86×
03Jacques VilleneuveSports234.03×
04University of LiverpoolBusiness & Career46.89×
05University of California, BerkeleyBusiness & Career32.23×
06Semi-trailer truckCars & Mobility16.71×
07Renault TrucksCars & Mobility10.12×
08SnowmobileCars & Mobility7.46×
09John DeereCars & Mobility4.23×
10Deutsch lernenBusiness & Career2.62×
11Anime conventionLiterature2.44×
12CHIO AachenSports2.30×
13Shih TzuPets & Animals2.19×
14Yorkshire TerrierPets & Animals2.09×
15High schoolBusiness & Career2.07×
16BeaglePets & Animals2.04×
17Master's degreeBusiness & Career1.93×
18Siberian HuskyPets & Animals1.92×
19Labrador RetrieverPets & Animals1.88×
20French BulldogPets & Animals1.87×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Prime audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Prime audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL1.93×
TravellingTHRILL1.02×
Urban LifestyleOPEN0.91×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Prime audience · Rather not
TraitClusterDeviationScore
Family OrientationCONSERVATISM0.26×
MindfulnessBALANCE0.47×
Pet OwnershipJOY0.62×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Prime's target market in Germany?

Prime's target market in Germany covers an estimated 1,327,621 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Prime customers?

0.0% of the Prime audience are female, 100.0% are male, with an average age of 39.3 years.

03

Which brands do Prime fans like most?

Prime fans show strongest brand affinity for Nelson Piquet (248.86×), Jacques Villeneuve (234.03×), and General Dynamics (309.76×) over the country average.

04

Where do Prime fans live in Germany?

Prime fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Prime fans also like?

Beyond Prime itself, the audience over-indexes on Jacques Villeneuve (234.03×), General Dynamics (309.76×), Semi-trailer truck (16.71×), and University of California, Berkeley (32.23×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More audiences in Germany

See Prime audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Prime. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. 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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