Amazon's average customer is a white Gen X woman who spent $2,662 there last year (2024)

• Amazon has 1,363 e-commerce facilities in the US and more than 1.5 million workers around the world.
• Eight in 10 US shoppers are Amazon customers, and they place an average of 72 orders per year.
• Amazon's average customer is a white Gen X woman who earns about $60K per year and spends $2,662.

Amazon sells stuff online. Maybe you've heard of it.

The ecommerce giant is thesecond-largestretailer in the world after Walmart, making net product sales of nearly $255.9 billion in 2023.

Founded in Seattle in 1994, the e-commerce juggernaut now has an employee headcount of more than 1.5 million around the world.

There are an estimated 1,363 Amazon distribution centers, fulfillment centers and other facilities in the US, with another 1,176 in other countries around the world, according to a supply chain consulting firm MWPVL.

Meanwhile, eight out of 10 US shoppers bought something from Amazon in the past year, according to data from theconsumer analytics firm Numerator.

In addition, while Amazon reached a smaller percentage of US shoppers than Walmart's 95%, almost all of Amazon's customers shopped multiple times.

Numerator found that Amazon's typical shopper is a white Gen X woman earning around $60,000 per year.

Although Baby Boomers slightly outnumber Gen X among Amazon shoppers, Boomers are slightly less likely to shop with the company than the overall US consumer, while Gen X shoppers are slightly more likely. Boomers and Gen X shoppers are also increasingly fans of Amazon's Chinese-owned challenger, Temu.

The typical customer makes a comparatively high number of transactions per year, with 72 orders at an average cost of about $37 for an annual spend of $2,662. That's roughly one to two orders per week.

About one fifth of the typicalAmazon shopper's consumer spending takes place online, more than the overall US average. Amazon customers are alsohighly likely to compare prices on Amazon, even when shopping elsewhere.

Earlier reports from Numerator found that Amazon shoppers' favorite product categories on Amazon are cell phone accessories, cases, and chargers, as well as medical supplies and small kitchen appliances. They tend to buy Amazon's in-house labels, and their favorite name brands are Disney, Hanes, Kraft, and Apple.