Rascasse Audience Intelligence

Amazon Kindle Target Market in United States

A data profile of the people who buy, follow and care about Amazon Kindle in United States — modelled from more than twelve digital signal sources. Amazon Kindle has an estimated audience of 10,295,971 people in United States.

#2among E-books in United States#355among Brand in United States#61in Literature

The average Amazon Kindle fan in United States is 39.3 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include New-adult fiction, E-book readers, Nature, with strongest over-indexing on New-adult fiction (13.52× the country average).

Demographically, the Amazon Kindle audience skews more female with an average age of 39.3, and over-indexes on personality traits such as Mindfulness, Community Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Amazon Kindle fan in United States is more female, around 39.3 years old, with strong Mindfulness tendencies and a notable affinity for New-adult fiction.

Category: Literature · Type: Brand · Subtype: E-books

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 Amazon Kindle profile in United States.

Audience size
10.3M
in United States
Gender
68.2%♀
31.8% male
Age
39.3
average years
Country rank
#3473
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Amazon Kindle

68.2% are female, 31.8% are male, average age 39.3.

Fig. 02

Gender split

68.2%
Female
31.8%
Male
Demographic split for Amazon Kindle audience in United States
MetricValue
Female68.2%
Male31.8%
Average age39.3
Estimated audience size10,295,971
Fig. 03

Age distribution

Ø 39.3
average years
Age distribution of the Amazon Kindle audience in United States
Age bracketShare%
16-1923%
20-2918%
30-3917%
40-4918%
50+25%
Fig. 04

Worldwide distribution

25.4%

of the worldwide Amazon Kindle audience comes from United States.

Worldwide audience distribution share by country for Amazon Kindle
CountryShare
United States25.4%
Japan12.0%
United Kingdom7.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Amazon Kindle audience in United States is strongest.

Fig. 05

Top regions by affinity

Amazon Kindle customers by region in United States
#RegionReachAffinity×
01Maine~50K1.32×
02Montana~40K1.28×
03Utah~100K1.17×
04Alaska~30K1.16×
05West Virginia~50K1.15×
06Idaho~60K1.14×
07Tennessee~200K1.10×
08Kansas~90K1.10×
09Washington~200K1.09×
10Hawaii~50K1.09×
11Vermont~20K1.09×
12New Hampshire~40K1.08×
13Oklahoma~100K1.05×
14South Dakota~20K1.04×
15Arkansas~90K1.03×
16Nebraska~50K1.03×
17Iowa~90K1.02×
18Massachusetts~200K1.01×
19Virginia~300K1.00×
20Kentucky~100K1.00×
21New York~600K0.99×
22Georgia~300K0.99×
23Missouri~200K0.99×
24Alabama~100K0.99×
25North Carolina~300K0.98×
26North Dakota~20K0.98×
27Colorado~200K0.96×
28Minnesota~100K0.96×
29Mississippi~80K0.96×
30Washington, District of Columbia~30K0.96×
31Oregon~100K0.95×
32Indiana~200K0.94×
33Wisconsin~100K0.94×
34Louisiana~100K0.94×
35Rhode Island~30K0.94×
36Florida~600K0.93×
37Pennsylvania~300K0.93×
38Michigan~300K0.93×
39Texas~800K0.92×
40Connecticut~100K0.92×
41California~1M0.91×
42Illinois~300K0.91×
43South Carolina~100K0.91×
44New Mexico~50K0.91×
45Ohio~300K0.89×
46New Jersey~200K0.89×
47Maryland~200K0.89×
48Arizona~200K0.86×
49Delaware~20K0.85×
50Nevada~80K0.76×
Fig. 06

Affinity by region

Affinity by region — Amazon Kindle, United States
0.76×1.00×1.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Amazon Kindle audience
#·InterestCategoryAffinity×
01New-adult fictionLiterature13.52×
02Urban fantasyLiterature10.19×
03Husky (band)Music & Radio8.89×
04Paranormal romanceLiterature8.08×
05PaperbackLiterature7.01×
06Young-adult fictionLiterature6.83×
07GoodreadsLiterature6.74×
08Women's fictionLiterature6.62×
09E-book readersTechnology & Electronics6.23×
10Book discussion clubLiterature5.51×
11Crime fictionLiterature4.99×
12Contemporary romanceLiterature4.68×
13Barnes & NobleLiterature4.54×
14NovelLiterature3.16×
15Lindsey GrahamPolitics & Society2.27×
16NatureHome & Garden2.20×
17BooksLiterature1.96×
18Harry PotterMovies & TV1.96×
19BeautyBeauty & Wellness1.75×
20BeveragesFood & Beverages1.62×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Amazon Kindle 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 Amazon Kindle audience · What stands out
TraitClusterDeviationScore
MindfulnessBALANCE1.63×
Community OrientationOPEN1.42×
Need for SecurityCONSERVATISM1.40×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Amazon Kindle audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.89×
Quality AwarenessPREMIUM0.95×
Early Adopter MentalityPOWER1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Amazon Kindle's target market in United States?

Amazon Kindle's target market in United States covers an estimated 10,295,971 people, concentrated in California and Texas.

02

What is the gender split and age of Amazon Kindle customers?

68.2% of the Amazon Kindle audience are female, 31.8% are male, with an average age of 39.3 years.

03

Which brands do Amazon Kindle fans like most?

Amazon Kindle fans show strongest brand affinity for New-adult fiction (13.52×), E-book readers (6.23×), and Nature (2.2×) over the country average.

04

Where do Amazon Kindle fans live in United States?

Amazon Kindle fans in United States are most concentrated in California (reach ~1M), Texas (reach ~800K), and Florida (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Amazon Kindle fans also like?

Beyond Amazon Kindle itself, the audience over-indexes on E-book readers (6.23×), Nature (2.2×), Beauty (1.75×), and Women's fiction (6.62×) compared to the United States average.

Appendix

Explore more audiences

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

More E-books audiences in United States

See Amazon Kindle audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Amazon Kindle. 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 United States. 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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