A data profile of the people who buy, follow and care about Amazon.com in United Kingdom — modelled from more than twelve digital signal sources. Amazon.com has an estimated audience of 7,644,421 people in United Kingdom.
The average Amazon.com fan in United Kingdom is 44.8 years old, more female, and lives primarily in England.
The audience is concentrated in England, South East, Scotland.
Top brand affinities include Scottish Widows, Companies House, Toolstation, with strongest over-indexing on Scottish Widows (1.93× the country average).
Demographically, the Amazon.com audience skews more female with an average age of 44.8, and over-indexes on personality traits such as Family Orientation, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Amazon.com fan in United Kingdom is more female, around 44.8 years old, with strong Family Orientation tendencies and a notable affinity for Scottish Widows.
The key figures that characterise the Amazon.com profile in United Kingdom.
58.1% are female, 41.9% are male, average age 44.8.
| Metric | Value |
|---|---|
| Female | 58.1% |
| Male | 41.9% |
| Average age | 44.8 |
| Estimated audience size | 7,644,421 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 16% | |
| 30-39 | 19% | |
| 40-49 | 23% | |
| 50+ | 34% |
of the worldwide Amazon.com audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 22.8% |
| China | 8.3% |
| Germany | 7.5% |
Where the Amazon.com audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~6M | 1.22× | |
| 02 | Wales | ~500K | 1.04× | |
| 03 | West Midlands | ~300K | 0.93× | |
| 04 | Northern Ireland | ~200K | 0.92× | |
| 05 | Yorkshire and the Humber | ~500K | 0.87× | |
| 06 | Scotland | ~600K | 0.83× | |
| 07 | North East | ~200K | 0.79× | |
| 08 | South East | ~800K | 0.76× | |
| 09 | East of England | ~500K | 0.72× | |
| 10 | South West | ~400K | 0.66× | |
| 11 | East Midlands | ~300K | 0.60× | |
| 12 | North West | ~300K | 0.36× |
The strongest cross-interests of the Amazon.com audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Retirement planning | Business & Career | 2.27× | ||
| 02 | Ovo Energy | Home & Garden | 2.19× | ||
| 03 | Naked Wines | Food & Beverages | 2.02× | ||
| 04 | Companies House | Politics & Society | 1.95× | ||
| 05 | Scottish Widows | Business & Career | 1.93× | ||
| 06 | MSN | News | 1.87× | ||
| 07 | Gmail | Internet & Social Media | 1.84× | ||
| 08 | OneDrive | Technology & Electronics | 1.84× | ||
| 09 | Google Docs | Internet & Social Media | 1.76× | ||
| 10 | Sporting Life (British newspaper) | Sports | 1.70× | ||
| 11 | Travelodge | Travel & Leisure | 1.68× | ||
| 12 | Toolstation | Home & Garden | 1.66× | ||
| 13 | Gala Bingo | Games | 1.65× | ||
| 14 | National Lottery (Ireland) | Games | 1.62× | ||
| 15 | Autotrader | Cars & Mobility | 1.61× | ||
| 16 | Local news | News | 1.58× | ||
| 17 | Waterstones | Literature | 1.57× | ||
| 18 | Mail Online | News | 1.54× | ||
| 19 | Postcode lottery | Games | 1.52× | ||
| 20 | Dune | Movies & TV | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.23× | |
| Need for Security | CONSERVATISM | 1.12× | |
| Individualism | JOY | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.79× | |
| Design Affinity | PREMIUM | 0.79× | |
| Spirituality | BALANCE | 0.82× |
Amazon.com's target market in United Kingdom covers an estimated 7,644,421 people, concentrated in England and South East.
58.1% of the Amazon.com audience are female, 41.9% are male, with an average age of 44.8 years.
Amazon.com fans show strongest brand affinity for Scottish Widows (1.93×), Companies House (1.95×), and Toolstation (1.66×) over the country average.
Amazon.com fans in United Kingdom are most concentrated in England (reach ~6M), South East (reach ~800K), and Scotland (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Amazon.com itself, the audience over-indexes on Companies House (1.95×), Toolstation (1.66×), Google Docs (1.76×), and National Lottery (Ireland) (1.62×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom 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 United Kingdom. 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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