Retail giant Amazon ships to more than 100 countries and is one of the brands US consumers trust most, according to several surveys, including the Harvard CAPs Harris Poll, the Morning Consult list, the Axios Harris Poll and others.
Amazon made $574.8 billion in net sales last year, of which more than half, more than 60%, came from U.S. independent sellers or small and medium-sized businesses. Independent sellers sold more than 4.1 billion products and averaged $230,000 in sales each in 2022.
And who buys all those goods? New data from market research firm Numerator shows that Amazon shoppers are more likely to be Generation X (1965 to 1981), middle-income ($40,000 to $80,000), White/Caucasian, and female.
Numerator found that 99% of shoppers have returned to Amazon for another purchase, and most return multiple times: the average Amazon customer made 72 purchases last year.
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The Numerator data also highlights that 81% of US households purchased something on Amazon in 2023 and spent an average of $2,662 on the platform. Target, by comparison, was frequented by 77% of U.S. households about 23 times over the course of the year. Shoppers spent more than double on Amazon compared to Target, which had an annual purchase rate of $1,103.
The demographic of shoppers was also different at Target, with Generation Z (>1996) or millennials (1982 to 1995) more likely to shop there.
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A separate report from JungleScout looked at Amazon’s seller side. According to the company’s State of the Seller survey, the top categories for sellers are home & kitchen (35%), beauty & personal care (26%), clothing, shoes & jewelry (20%), and toys & games ( 18%). ).
“You don’t need to be a big company to launch a product,” Alfred Mai, founder and CEO of ASM Games, told Amazon. “It doesn’t matter how small you are, we can compete with some of the biggest players.”