Rascasse Audience Intelligence

AmazonFresh Target Market in United States

A data profile of the people who buy, follow and care about AmazonFresh in United States — modelled from more than twelve digital signal sources. AmazonFresh has an estimated audience of 5,887,485 people in United States.

#27among Supermarket in United States#598among Brand in United States#149in Shopping

The average AmazonFresh fan in United States is 42.1 years old, more female, and lives primarily in California.

The audience is concentrated in California, Illinois, New York.

Top brand affinities include Gorillas, Home Delivery, The UPS Store, with strongest over-indexing on Gorillas (10.54× the country average).

Demographically, the AmazonFresh audience skews more female with an average age of 42.1, and over-indexes on personality traits such as Convenience Orientation, Quality Awareness.

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

The typical AmazonFresh fan in United States is more female, around 42.1 years old, with strong Convenience Orientation tendencies and a notable affinity for Gorillas.

Category: Shopping · Type: Brand · Subtype: Supermarket

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 AmazonFresh profile in United States.

Audience size
5.9M
in United States
Gender
64.0%♀
36.0% male
Age
42.1
average years
Country rank
#5798
Brand in United States
Fig. 01

Search interest · 12-month trend

-71%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of AmazonFresh

64.0% are female, 36.0% are male, average age 42.1.

Fig. 02

Gender split

64.0%
Female
36.0%
Male
Demographic split for AmazonFresh audience in United States
MetricValue
Female64.0%
Male36.0%
Average age42.1
Estimated audience size5,887,485
Fig. 03

Age distribution

Ø 42.1
average years
Age distribution of the AmazonFresh audience in United States
Age bracketShare%
16-1911%
20-2919%
30-3923%
40-4923%
50+24%
Fig. 04

Worldwide distribution

59.3%

of the worldwide AmazonFresh audience comes from United States.

Worldwide audience distribution share by country for AmazonFresh
CountryShare
United States59.3%
India11.7%
United Kingdom8.3%
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 AmazonFresh audience in United States is strongest.

Fig. 05

Top regions by affinity

AmazonFresh customers by region in United States
#RegionReachAffinity×
01Maryland~600K5.68×
02California~4M5.35×
03Illinois~1M5.09×
04Washington, District of Columbia~100K4.91×
05Washington~600K4.87×
06Virginia~700K4.13×
07New Jersey~600K3.53×
08Pennsylvania~700K3.02×
09New York~800K2.18×
10Massachusetts~100K0.95×
11Nevada~50K0.81×
12Alaska~9K0.66×
13Delaware~10K0.63×
14North Dakota~8K0.63×
15Oregon~50K0.62×
16Minnesota~60K0.60×
17South Dakota~9K0.58×
18Vermont~7K0.57×
19Montana~10K0.54×
20Georgia~100K0.50×
21Colorado~50K0.50×
22Arizona~60K0.47×
23Florida~200K0.45×
24Texas~300K0.44×
25Ohio~90K0.44×
26North Carolina~90K0.44×
27Rhode Island~9K0.43×
28Maine~10K0.42×
29Indiana~50K0.41×
30West Virginia~10K0.41×
31Hawaii~10K0.40×
32New Hampshire~10K0.40×
33Tennessee~50K0.39×
34Wisconsin~40K0.39×
35New Mexico~10K0.38×
36Idaho~10K0.38×
37Nebraska~10K0.36×
38Mississippi~20K0.35×
39Arkansas~20K0.34×
40Connecticut~20K0.33×
41Kansas~20K0.31×
42Kentucky~20K0.30×
43Iowa~20K0.30×
44Oklahoma~20K0.29×
45Louisiana~20K0.28×
46Utah~20K0.28×
47South Carolina~30K0.27×
48Alabama~20K0.26×
49Michigan~40K0.24×
50Missouri~30K0.24×
Fig. 06

Affinity by region

Affinity by region — AmazonFresh, United States
0.24×1.00×5.68×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for AmazonFresh audience
#·InterestCategoryAffinity×
01Lean CuisineFood & Beverages20.55×
02GorillasShopping10.54×
03Home DeliveryFood & Beverages9.20×
04Electronic trading platformBusiness & Career8.31×
05Delivery orderFood & Beverages6.72×
06Sprouts Farmers MarketShopping3.21×
07The UPS StoreShopping3.11×
08ChaseBusiness & Career2.89×
09DoordashFood & Beverages2.66×
10Trader Joe'sShopping2.65×
11Nordstrom rackFashion & Accessoires2.57×
12WingstopFood & Beverages2.26×
13T-MobileTechnology & Electronics2.04×
14Bank of AmericaBusiness & Career1.93×
15Capital OneBusiness & Career1.93×
16Macy'sShopping1.88×
17Wells FargoBusiness & Career1.85×
18Mobile phonesTechnology & Electronics1.84×
19Target CorporationShopping1.74×
20Mobile appTechnology & Electronics1.68×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the AmazonFresh 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 AmazonFresh audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.59×
Quality AwarenessPREMIUM1.84×
IndulgenceJOY1.79×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by AmazonFresh audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.73×
TraditionCONSERVATISM0.77×
ExtroversionTHRILL0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is AmazonFresh's target market in United States?

AmazonFresh's target market in United States covers an estimated 5,887,485 people, concentrated in California and Illinois.

02

What is the gender split and age of AmazonFresh customers?

64.0% of the AmazonFresh audience are female, 36.0% are male, with an average age of 42.1 years.

03

Which brands do AmazonFresh fans like most?

AmazonFresh fans show strongest brand affinity for Gorillas (10.54×), Home Delivery (9.2×), and The UPS Store (3.11×) over the country average.

04

Where do AmazonFresh fans live in United States?

AmazonFresh fans in United States are most concentrated in California (reach ~4M), Illinois (reach ~1M), and New York (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do AmazonFresh fans also like?

Beyond AmazonFresh itself, the audience over-indexes on Home Delivery (9.2×), The UPS Store (3.11×), Trader Joe's (2.65×), and Delivery order (6.72×) compared to the United States average.

Appendix

Explore more audiences

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

More Supermarket audiences in United States

See AmazonFresh audiences in other countries

How to read this data

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