Rascasse Audience Intelligence

Amazon.com Target Market in United States

A data profile of the people who buy, follow and care about Amazon.com in United States — modelled from more than twelve digital signal sources. Amazon.com has an estimated audience of 58,067,263 people in United States.

#1among Fashion in United States#30among Brand in United States#23in Shopping

The average Amazon.com fan in United States is 42.2 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Nancy Mace, Google Drive, Savannah Guthrie, with strongest over-indexing on Nancy Mace (2.19× the country average).

Demographically, the Amazon.com audience skews more female with an average age of 42.2, and over-indexes on personality traits such as Need for Security, Quality Awareness.

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

The typical Amazon.com fan in United States is more female, around 42.2 years old, with strong Need for Security tendencies and a notable affinity for Nancy Mace.

Category: Shopping · Type: Brand · Subtype: Fashion

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.com profile in United States.

Audience size
58.1M
in United States
Gender
59.0%♀
41.0% male
Age
42.2
average years
Country rank
#316
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.com

59.0% are female, 41.0% are male, average age 42.2.

Fig. 02

Gender split

59.0%
Female
41.0%
Male
Demographic split for Amazon.com audience in United States
MetricValue
Female59.0%
Male41.0%
Average age42.2
Estimated audience size58,067,263
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the Amazon.com audience in United States
Age bracketShare%
16-1914%
20-2917%
30-3919%
40-4922%
50+27%
Fig. 04

Worldwide distribution

22.8%

of the worldwide Amazon.com audience comes from United States.

Worldwide audience distribution share by country for Amazon.com
CountryShare
United States22.8%
China8.3%
Germany7.5%
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.com audience in United States is strongest.

Fig. 05

Top regions by affinity

Amazon.com customers by region in United States
#RegionReachAffinity×
01West Virginia~300K1.28×
02Wisconsin~1M1.21×
03Alabama~1M1.20×
04Idaho~300K1.19×
05New Hampshire~300K1.16×
06Wyoming~100K1.16×
07Ohio~2M1.13×
08Maine~200K1.12×
09Michigan~1.5M1.11×
10Indiana~1M1.11×
11Iowa~500K1.10×
12Kentucky~800K1.09×
13Pennsylvania~2M1.08×
14Arizona~1.5M1.08×
15Missouri~1M1.08×
16South Carolina~900K1.08×
17Mississippi~500K1.08×
18Montana~200K1.08×
19North Carolina~2M1.05×
20Tennessee~1M1.05×
21Delaware~200K1.05×
22South Dakota~100K1.05×
23North Dakota~100K1.03×
24Vermont~100K1.03×
25Oregon~700K1.01×
26Louisiana~700K0.99×
27Arkansas~500K0.99×
28Florida~4M0.98×
29Maryland~1M0.98×
30New Mexico~300K0.98×
31Nebraska~300K0.98×
32Washington~1M0.97×
33Oklahoma~600K0.97×
34Connecticut~600K0.97×
35Kansas~400K0.97×
36Georgia~1.5M0.96×
37Alaska~100K0.96×
38Rhode Island~200K0.95×
39Virginia~1.5M0.94×
40Minnesota~800K0.94×
41New Jersey~1.5M0.92×
42New York~3M0.91×
43Illinois~1.5M0.88×
44Massachusetts~1M0.87×
45Utah~400K0.87×
46Colorado~800K0.84×
47Texas~4M0.81×
48Nevada~400K0.80×
49California~5M0.76×
50Hawaii~200K0.68×
Fig. 06

Affinity by region

Affinity by region — Amazon.com, United States
0.68×1.00×1.28×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Amazon.com audience
#·InterestCategoryAffinity×
01Home Alone (franchise)Movies & TV2.56×
02New-adult fictionLiterature2.37×
03Princess PollyFashion & Accessoires2.34×
04AritziaFashion & Accessoires2.29×
05Nancy MacePolitics & Society2.19×
06Purchase discountShopping2.17×
07Savannah GuthrieMovies & TV2.14×
08Ana de ArmasMovies & TV2.11×
09Bob Evans (musician)Music & Radio2.05×
10LabCorpHealth2.03×
11Public StorageBusiness & Career2.00×
12Google CalendarInternet & Social Media1.94×
13JellyRollMusic & Radio1.91×
14Love's Travel Stops & Country StoresShopping1.89×
15Micro CenterShopping1.88×
16Google NewsNews1.87×
17Google DriveTechnology & Electronics1.75×
18Maltese (dog)Pets & Animals1.66×
19CoachFashion & Accessoires1.59×
20Scooby-DooMovies & TV1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Amazon.com 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.com audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.14×
Quality AwarenessPREMIUM1.05×
Career OrientationPOWER1.02×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Amazon.com audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.72×
Risk AppetiteTHRILL0.73×
ExtroversionTHRILL0.75×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Amazon.com's target market in United States?

Amazon.com's target market in United States covers an estimated 58,067,263 people, concentrated in California and Texas.

02

What is the gender split and age of Amazon.com customers?

59.0% of the Amazon.com audience are female, 41.0% are male, with an average age of 42.2 years.

03

Which brands do Amazon.com fans like most?

Amazon.com fans show strongest brand affinity for Nancy Mace (2.19×), Google Drive (1.75×), and Savannah Guthrie (2.14×) over the country average.

04

Where do Amazon.com fans live in United States?

Amazon.com fans in United States are most concentrated in California (reach ~5M), Texas (reach ~4M), and Florida (reach ~4M). These three regions account for the largest share of the active audience.

05

What other brands do Amazon.com fans also like?

Beyond Amazon.com itself, the audience over-indexes on Google Drive (1.75×), Savannah Guthrie (2.14×), LabCorp (2.03×), and Google News (1.87×) compared to the United States average.

Appendix

Explore more audiences

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

More Fashion audiences in United States

See Amazon.com 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.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.

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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