Here's How Much Amazon's Typical Customer Makes, Plus How Much They Spend on the Platform Per Year

Retail powerhouse Amazon ships to much than 100 countries and is 1 of nan brands that U.S. consumers astir trust, according to several polls, including nan Harvard CAPs Harris Poll, nan Morning Consult list, nan Axios Harris Poll, and others.

Amazon made $574.8 billion successful nett income past twelvemonth pinch much than half of those sales, over 60%, coming from U.S. independent sellers — aliases mini aliases medium-sized businesses. Independent sellers sold much than 4.1 cardinal products and made an mean of $230,000 each successful income successful 2022.

And who is buying each of those goods? New data from marketplace investigation patient Numerator shows that Amazon shoppers are astir apt to beryllium Gen X (1965 to 1981), middle-income ($40,000 to $80,000), white/Caucasian, and female.

Numerator recovered that 99% of shoppers went backmost to Amazon for different purchase, and astir spell backmost galore times — nan mean Amazon customer made 72 purchases past year.

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The Numerator information besides highlights that 81% of U.S. households bought thing connected Amazon successful 2023 and spent an mean of $2,662 connected nan platform. Target, by comparison, was frequented by 77% of U.S. households astir 23 times passim nan year. Shoppers spent much than double astatine Amazon than they did astatine Target, which had an yearly bargain complaint of $1,103.

The shopper demographic was different astatine Target too, pinch Gen Z (>1996) aliases millennials (1982 to 1995) astir apt to shop there.

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A separate report from JungleScout looked astatine nan seller broadside of Amazon. According to nan company's State of nan Seller survey, nan apical categories for sellers are location and room (35%), beauty and individual attraction (26%), clothing, shoes and jewelry (20%), and toys and games (18%).

"You don't person to beryllium this large institution to motorboat a product," Alfred Mai, laminitis and CEO of ASM Games, told Amazon. "It doesn't matter really mini you are, we are capable to compete pinch immoderate of nan biggest players."