Amazon Kindle Audience in United States

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Amazon Kindle has an estimated audience of 10,275,554 people in United States. 68.2% are female, 31.8% are male, average age 39.3. Top regions: California, Texas, Florida. Top brand affinities: New-adult fiction, E-book readers, Kindle Store, Nature, Beauty.

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

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

Demographics of Amazon Kindle fans

Demographic split for Amazon Kindle audience in United States
MetricValue
Female68.2%
Male31.8%
Average age39.3
Estimated audience size10,275,554

Audience persona

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

Top regions in United States

Top regions ranked by reach for Amazon Kindle in United States
RegionReachAffinity
California1,065,1730.94×
Texas882,2351×
Florida656,7570.94×
New York573,0131×
Georgia326,4121.03×
North Carolina324,0331.05×
Illinois323,6300.95×
Pennsylvania321,6590.93×
Ohio296,5790.94×
Virginia261,2141.04×
Michigan254,2080.95×
New Jersey231,0720.88×
Tennessee227,8151.11×
Washington225,1441.09×
Massachusetts208,6321.03×
Arizona184,0670.88×
Indiana182,9250.97×
Missouri168,2201.02×
Colorado164,5301.02×
Maryland155,9410.88×
Wisconsin149,3230.97×
Minnesota145,4220.99×
South Carolina143,7330.93×
Alabama141,3580.98×
Kentucky132,6511.03×
Oklahoma125,5131.1×
Louisiana121,4880.92×
Oregon118,3251×
Utah113,0061.23×
Connecticut95,1340.92×
Iowa89,6401.06×
Arkansas89,1441.05×
Kansas87,9101.09×
Nevada80,3740.81×
Mississippi79,8480.94×
Idaho58,1591.13×
West Virginia52,8171.1×
Nebraska51,0050.99×
Hawaii47,2661.07×
Maine46,1551.25×
New Mexico45,0800.87×
New Hampshire40,8571.01×
Montana35,8271.26×
Washington, District of Columbia29,8620.97×
Rhode Island28,6540.88×
Alaska24,6831.12×
South Dakota23,4580.99×
Delaware22,2280.78×
North Dakota18,5670.88×
Vermont18,3441.02×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Amazon Kindle audience
BrandAffinityCategory
New-adult fiction13.52×Literature
E-book readers6.23×Technology & Electronics
Kindle Store7.77×Literature
Nature2.2×Home & Garden
Beauty1.75×Beauty & Wellness
Women's fiction6.62×Literature
Urban fantasy10.19×Literature
Crime fiction4.99×Literature
Goodreads6.74×Literature
Young-adult fiction6.83×Literature
Books1.96×Literature
Novel3.16×Literature
Barnes & Noble4.54×Literature
Beverages1.62×Food & Beverages
Warriors (novel series)3.41×Literature
The Gilded Age2.9×Movies & TV
Paranormal romance8.08×Literature
Book discussion club5.51×Literature
Contemporary romance4.68×Literature
Harry Potter1.96×Movies & TV

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Amazon Kindle audience
TraitClusterScore
SustainabilityBALANCE1.3
CreativityOPEN1.19
SpiritualityBALANCE1.18
TravellingTHRILL1.16
Design AffinityPREMIUM1.16
Social Media UsageJOY1.15

Worldwide distribution

Worldwide audience distribution share by country for Amazon Kindle
CountryShare
United States25.7%
Japan12.1%
United Kingdom7.6%

See Amazon Kindle audiences in other countries

More E-books audiences in United States

Frequently asked questions

How many fans does Amazon Kindle have in United States?

Amazon Kindle has an estimated audience of 10,275,554 people in United States, concentrated in California and Texas.

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

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

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 Kindle Store (7.77×) over the country average.

Where do Amazon Kindle fans live in United States?

Amazon Kindle fans in United States are most concentrated in California (reach 1,065,173), Texas (reach 882,235), and Florida (reach 656,757). These three regions account for the largest share of the active audience.

What other brands do Amazon Kindle fans also like?

Beyond Amazon Kindle itself, the audience over-indexes on E-book readers (6.23×), Kindle Store (7.77×), Nature (2.2×), and Beauty (1.75×) compared to the United States average.

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.