Rascasse Audience Intelligence

Amazon Marketplace Audience in United States

A data profile of the people who buy, follow and care about Amazon Marketplace in United States — modelled from more than twelve digital signal sources. Amazon Marketplace has an estimated audience of 1,638,025 people in United States.

#516among Website / Newspaper / Magazine in United States#288in Shopping

The average Amazon Marketplace fan in United States is 41.7 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Florida, Texas.

Top brand affinities include Jeff Bezos, Mad Max (franchise), Diane Keaton, with strongest over-indexing on Jeff Bezos (23.5× the country average).

Demographically, the Amazon Marketplace audience skews balanced with an average age of 41.7, and over-indexes on personality traits such as Risk Appetite, Tradition.

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

The typical Amazon Marketplace fan in United States is balanced, around 41.7 years old, with strong Risk Appetite tendencies and a notable affinity for Jeff Bezos.

Category: Shopping · Type: Website / Newspaper / Magazine

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 Marketplace profile in United States.

Audience size
1.6M
in United States
Gender
51.0%♀
49.0% male
Age
41.7
average years
Country rank
#16609
Website / Newspaper / Magazine in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Audience demographics of Amazon Marketplace

51.0% are female, 49.0% are male, average age 41.7.

Fig. 02

Gender split

51.0%
Female
49.0%
Male
Demographic split for Amazon Marketplace audience in United States
MetricValue
Female51.0%
Male49.0%
Average age41.7
Estimated audience size1,638,025
Fig. 03

Age distribution

Ø 41.7
average years
Age distribution of the Amazon Marketplace audience in United States
Age bracketShare%
16-1910%
20-2919%
30-3925%
40-4925%
50+21%
Fig. 04

Worldwide distribution

49.1%

of the worldwide Amazon Marketplace audience comes from United States.

Worldwide audience distribution share by country for Amazon Marketplace
CountryShare
United States49.1%
Italy8.6%
Germany8.1%
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 Marketplace audience in United States is strongest.

Fig. 05

Top regions by affinity

Amazon Marketplace fans by region: top regions in United States
#RegionReachAffinity×
01Oregon~20K1.32×
02Connecticut~20K1.18×
03Mississippi~20K1.15×
04South Carolina~30K1.14×
05North Carolina~60K1.12×
06Tennessee~40K1.12×
07Delaware~5K1.11×
08Florida~100K1.10×
09Pennsylvania~60K1.10×
10Ohio~60K1.10×
11Maryland~30K1.09×
12Arkansas~10K1.09×
13Idaho~9K1.09×
14Maine~6K1.09×
15Michigan~50K1.07×
16Washington~30K1.06×
17Kentucky~20K1.06×
18New Hampshire~7K1.06×
19Virginia~40K1.05×
20West Virginia~8K1.05×
21Indiana~30K1.04×
22Wisconsin~30K1.04×
23Minnesota~20K1.04×
24Iowa~10K1.03×
25Alabama~20K1.02×
26New Jersey~40K1.01×
27Missouri~30K1.01×
28Illinois~50K1.00×
29Georgia~50K1.00×
30New Mexico~8K1.00×
31Oklahoma~20K0.99×
32California~200K0.98×
33Louisiana~20K0.98×
34New York~90K0.96×
35Colorado~20K0.96×
36Kansas~10K0.96×
37North Dakota~3K0.94×
38Massachusetts~30K0.93×
39Montana~4K0.93×
40South Dakota~4K0.93×
41Hawaii~7K0.92×
42Vermont~3K0.91×
43Nevada~10K0.90×
44Rhode Island~5K0.89×
45Texas~100K0.86×
46Alaska~3K0.86×
47Nebraska~7K0.85×
48Washington, District of Columbia~4K0.85×
49Arizona~30K0.83×
50Utah~10K0.83×
Fig. 06

Affinity by region

Affinity by region — Amazon Marketplace, United States
0.83×1.00×1.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Amazon Marketplace audience
#·InterestCategoryAffinity×
01Even (company)Business & Career44.44×
02La PatronaMovies & TV35.60×
03IbottaTechnology & Electronics24.94×
04Jeff BezosBusiness & Career23.50×
05Mad Max (franchise)Movies & TV23.17×
06Bungee jumpingSports18.31×
07KijijiShopping16.22×
08Constantine (film)Movies & TV15.47×
09Blade RunnerMovies & TV13.54×
10Alien (franchise)Movies & TV12.32×
11Picture bookLiterature9.12×
12Handheld game consoleGames8.48×
13Diane KeatonMovies & TV6.32×
14Google FlightsTravel & Leisure3.80×
15United Parcel ServiceBusiness & Career2.62×
16Staples (Canada)Business & Career2.61×
17Yahoo! FinanceBusiness & Career2.35×
18Google DriveTechnology & Electronics2.34×
19Google DocsInternet & Social Media2.13×
20SupermanMovies & TV2.07×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Amazon Marketplace 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 Marketplace audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL4.17×
TraditionCONSERVATISM1.48×
Convenience OrientationPREMIUM1.36×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Amazon Marketplace audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.93×
MindfulnessBALANCE1.00×
DIY MentalityTHRILL1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Amazon Marketplace have in United States?

Amazon Marketplace has an estimated audience of 1,638,025 people in United States, concentrated in California and Florida.

02

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

51.0% of Amazon Marketplace fans are female, 49.0% are male, with an average age of 41.7 years.

03

Which brands do Amazon Marketplace fans like most?

Amazon Marketplace fans show strongest brand affinity for Jeff Bezos (23.5×), Mad Max (franchise) (23.17×), and Diane Keaton (6.32×) over the country average.

04

Where do Amazon Marketplace fans live in United States?

Amazon Marketplace fans in United States are most concentrated in California (reach ~200K), Florida (reach ~100K), and Texas (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Amazon Marketplace fans also like?

Beyond Amazon Marketplace itself, the audience over-indexes on Mad Max (franchise) (23.17×), Diane Keaton (6.32×), La Patrona (35.6×), and Even (company) (44.44×) compared to the United States average.

Appendix

Explore more audiences

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

More Shopping audiences in United States

See Amazon Marketplace 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 Marketplace. 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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