Rascasse Audience Intelligence

Amazon.com Target Market in United States

Amazon.com has an estimated audience of 58.1M people in United States.

#1among Fashion in United States#32among brands in United States#24in Shopping

The average Amazon.com fan in United States is 42.9 years old, more female, and lives primarily in California.

By number of fans, Amazon.com ranks #1 among the 87 objects in Fashion in United States — 445.3× the group median.

Its fans are 7.7 years older than the group average of 35.2.

Women make up 59.0% of the fan base, 9.5 percentage points fewer than the group average.

Compared with the other 86 objects in Fashion, Amazon.com fans stand out for their interest in Home Alone (franchise), New-adult fiction and Purchase discount.

Most fans live in California, Florida, Texas.

Top affinities include Home Alone (franchise), New-adult fiction, Princess Polly, with strongest over-indexing on Home Alone (franchise) (2.56× the country average).

Demographically, the Amazon.com audience skews more female with an average age of 42.9, and over-indexes on personality traits such as Need for Security, Quality Awareness.

The typical Amazon.com fan in United States is more female, around 42.9 years old, with strong Need for Security tendencies and a notable affinity for Home Alone (franchise).

Category: Shopping · Type: Brand · Subtype: Fashion

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
58.1M
in United States
Gender
59.0%♀
41.0% male
Age
42.9
average years
Country rank
#311
among all objects in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Amazon.com

59.0% are female, 41.0% are male, average age 42.9.

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 age42.9
Estimated audience size58.1M
Fig. 03

Age distribution

Ø 42.9
average years
Age distribution of the Amazon.com audience in United States
Age bracketShare%
16-2414%
25-3417%
35-4419%
45-5422%
55+27%
Fig. 04

Worldwide distribution

24.9%

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

Worldwide audience distribution share by country for Amazon.com
CountryShare
United States24.9%
China9.1%
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

Fig. 05

Top regions by affinity

Amazon.com customers by region in United States
#RegionReachAffinity×
01West Virginia~400K1.28×
02Wisconsin~1M1.21×
03Alabama~1M1.20×
04Idaho~400K1.19×
05New Hampshire~300K1.16×
06Wyoming~100K1.16×
07Ohio~2.5M1.13×
08Maine~300K1.12×
09Michigan~2M1.11×
10Indiana~1.5M1.11×
11Iowa~600K1.10×
12Kentucky~900K1.09×
13Pennsylvania~2.5M1.08×
14Arizona~1.5M1.08×
15Missouri~1M1.08×
16South Carolina~1M1.08×
17Mississippi~600K1.08×
18Montana~200K1.08×
19North Carolina~2M1.05×
20Tennessee~1.5M1.05×
21Delaware~200K1.05×
22South Dakota~200K1.05×
23North Dakota~100K1.03×
24Vermont~100K1.03×
25Oregon~700K1.01×
26Louisiana~800K0.99×
27Arkansas~500K0.99×
28Florida~3.5M0.98×
29Maryland~1M0.98×
30New Mexico~400K0.98×
31Nebraska~300K0.98×
32Washington~1.5M0.97×
33Oklahoma~700K0.97×
34Connecticut~600K0.97×
35Kansas~500K0.97×
36Georgia~2M0.96×
37Alaska~100K0.96×
38Rhode Island~200K0.95×
39Virginia~1.5M0.94×
40Minnesota~900K0.94×
41New Jersey~1.5M0.92×
42New York~3M0.91×
43Illinois~2M0.88×
44Massachusetts~1M0.87×
45Utah~500K0.87×
46Colorado~800K0.84×
47Texas~3M0.81×
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 objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Amazon.com audience vs. the country average
#·InterestCategoryAffinity×
01Home Alone (franchise)Movies & TV2.56×
02New-adult fictionLiterature2.37×
03Princess PollyFashion & Accessoires2.34×
04AritziaFashion & Accessoires2.29×
05Purchase discountShopping2.17×
06Savannah GuthrieMovies & TV2.14×
07Ana de ArmasMovies & TV2.11×
08Bob Evans (musician)Music & Radio2.05×
09LabCorpHealth2.03×
10Public StorageBusiness & Career2.00×
11Google CalendarInternet & Social Media1.94×
12JellyRollMusic & Radio1.91×
13Love's Travel Stops & Country StoresShopping1.89×
14Micro CenterShopping1.88×
15Google NewsNews1.87×
16Google DriveTechnology & Electronics1.75×
17Maltese (dog)Pets & Animals1.66×
18CoachFashion & Accessoires1.59×
19Scooby-DooMovies & TV1.52×
20First-time home buyer grantHome & Garden1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Amazon.com audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Amazon.com audience vs. the country average · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.14×
Quality AwarenessPREMIUM1.05×
Career OrientationPOWER1.02×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Amazon.com audience vs. the country average · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.72×
Risk AppetiteTHRILL0.73×
ExtroversionTHRILL0.75×
0×1.00× baseline2×
Appendix

Explore more audiences

More Fashion audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Amazon.com over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/amazoncom-2097” · Methodology