Rascasse Audience Intelligence

Prime Target Market in United States

A data profile of the people who buy, follow and care about Prime in United States — modelled from more than twelve digital signal sources. Prime has an estimated audience of 5,592,112 people in United States.

#625among Brand in United States

The average Prime fan in United States is 38.5 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Love's Travel Stops & Country Stores, R+L Carriers, XPO Logistics, with strongest over-indexing on Love's Travel Stops & Country Stores (115.01× the country average).

Demographically, the Prime audience skews more male with an average age of 38.5, and over-indexes on personality traits such as Risk Appetite, Career Orientation.

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

The typical Prime fan in United States is more male, around 38.5 years old, with strong Risk Appetite tendencies and a notable affinity for Love's Travel Stops & Country Stores.

Type: Brand

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 Prime profile in United States.

Audience size
5.6M
in United States
Gender
31.8%♀
68.2% male
Age
38.5
average years
Country rank
#6067
Brand in United States
Fig. 01

Search interest · 12-month trend

+34%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Prime

31.8% are female, 68.2% are male, average age 38.5.

Fig. 02

Gender split

31.8%
Female
68.2%
Male
Demographic split for Prime audience in United States
MetricValue
Female31.8%
Male68.2%
Average age38.5
Estimated audience size5,592,112
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Prime audience in United States
Age bracketShare%
16-1923%
20-2917%
30-3920%
40-4922%
50+18%
Fig. 04

Worldwide distribution

20.9%

of the worldwide Prime audience comes from United States.

Worldwide audience distribution share by country for Prime
CountryShare
United States20.9%
Brazil11.0%
France6.7%
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 Prime audience in United States is strongest.

Fig. 05

Top regions by affinity

Prime customers by region in United States
#RegionReachAffinity×
01Arizona~100K1.32×
02Alaska~10K1.21×
03Oregon~70K1.17×
04Connecticut~60K1.10×
05Washington~100K1.09×
06Utah~50K1.09×
07Idaho~30K1.08×
08New York~300K1.07×
09Maine~20K1.07×
10Washington, District of Columbia~20K1.07×
11New Mexico~30K1.06×
12Montana~20K1.06×
13Missouri~90K1.05×
14Vermont~10K1.05×
15Massachusetts~100K1.04×
16Colorado~80K1.03×
17Alabama~70K1.03×
18Florida~400K1.02×
19New Hampshire~20K1.02×
20Texas~500K1.01×
21Virginia~100K1.01×
22Minnesota~70K1.00×
23California~600K0.99×
24Pennsylvania~200K0.99×
25North Carolina~200K0.99×
26Oklahoma~60K0.99×
27Rhode Island~20K0.99×
28Maryland~90K0.98×
29Louisiana~70K0.98×
30Kansas~40K0.98×
31Georgia~200K0.97×
32Michigan~100K0.97×
33Wisconsin~70K0.96×
34Arkansas~40K0.96×
35Hawaii~20K0.96×
36Tennessee~100K0.95×
37Indiana~90K0.95×
38Ohio~100K0.94×
39New Jersey~100K0.94×
40Kentucky~60K0.94×
41Mississippi~40K0.94×
42South Carolina~70K0.93×
43Illinois~200K0.92×
44Iowa~40K0.92×
45South Dakota~10K0.92×
46Nebraska~20K0.91×
47Nevada~50K0.90×
48West Virginia~20K0.90×
49Delaware~10K0.90×
50North Dakota~9K0.89×
Fig. 06

Affinity by region

Affinity by region — Prime, United States
0.89×1.00×1.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Prime audience
#·InterestCategoryAffinity×
01Love's Travel Stops & Country StoresShopping115.01×
02Estes Express LinesCars & Mobility81.61×
03R+L CarriersBusiness & Career81.06×
04XPO LogisticsBusiness & Career57.32×
05SodexoBusiness & Career50.43×
06IvecoCars & Mobility47.85×
07TravelCenters of AmericaTravel & Leisure47.44×
08Chicago MedMovies & TV34.23×
09Volvo TrucksCars & Mobility28.38×
10PeugeotCars & Mobility20.00×
11Ice-TMusic & Radio19.04×
12Antenna TVMovies & TV17.68×
13General HospitalMovies & TV11.21×
14Google EarthInternet & Social Media10.17×
15Public transportCars & Mobility8.33×
16Alfa RomeoCars & Mobility7.97×
17FedExBusiness & Career6.40×
18Discount TireShopping5.41×
19CarGurusCars & Mobility4.72×
20AutoZoneCars & Mobility3.44×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Prime 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 Prime audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL2.66×
Career OrientationPOWER2.30×
Need for SecurityCONSERVATISM2.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Prime audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.69×
CreativityOPEN0.69×
Luxury OrientationPREMIUM0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Prime's target market in United States?

Prime's target market in United States covers an estimated 5,592,112 people, concentrated in California and Texas.

02

What is the gender split and age of Prime customers?

31.8% of the Prime audience are female, 68.2% are male, with an average age of 38.5 years.

03

Which brands do Prime fans like most?

Prime fans show strongest brand affinity for Love's Travel Stops & Country Stores (115.01×), R+L Carriers (81.06×), and XPO Logistics (57.32×) over the country average.

04

Where do Prime fans live in United States?

Prime fans in United States are most concentrated in California (reach ~600K), Texas (reach ~500K), and Florida (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Prime fans also like?

Beyond Prime itself, the audience over-indexes on R+L Carriers (81.06×), XPO Logistics (57.32×), Estes Express Lines (81.61×), and TravelCenters of America (47.44×) compared to the United States average.

Appendix

Explore more audiences

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

More audiences in United States

See Prime audiences in other countries

How to read this data

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