You can be on Entrepreneur’s cover!

Here's How Much Amazon's Typical Customer Makes, Plus How Much They Spend on the Platform Per Year A retail snapshot from data company Numerator paints a picture of who shops at Amazon and where they usually spend their money.

By Sherin Shibu

Key Takeaways

  • Over 60% of Amazon's sales last year came from U.S. independent sellers, or small or medium-sized businesses.
  • New data from market research firm Numerator shows who the average Amazon shopper is and what they're buying.
entrepreneur daily

Retail powerhouse Amazon ships to more than 100 countries and is one of the brands that U.S. consumers most trust, according to several polls, 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 with more than half of those sales, over 60%, coming from U.S. independent sellers — or small or medium-sized businesses. Independent sellers sold more than 4.1 billion products and made an average of $230,000 each in sales in 2022.

And who is buying all of those goods? New data from market research firm Numerator shows that Amazon shoppers are most likely to be Gen X (1965 to 1981), middle-income ($40,000 to $80,000), white/Caucasian, and female.

Numerator found that 99% of shoppers went back to Amazon for another purchase, and most go back many times — the average Amazon customer made 72 purchases last year.

Related: 'Amazon Is Too Big to Listen to Anyone': Dum-Dums Says It Is Losing Millions to Amazon Seller Scam

The Numerator data also highlights that 81% of U.S. households bought 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 throughout the year. Shoppers spent more than double at Amazon than they did at Target, which had an annual buy rate of $1,103.

The shopper demographic was different at Target too, with Gen Z (>1996) or millennials (1982 to 1995) most likely to shop there.

Related: New Amazon Sellers Must Avoid This Huge Beginner Mistake

A separate report from JungleScout looked at the seller side of Amazon. According to the company's State of the Seller survey, the top categories for sellers are home and kitchen (35%), beauty and personal care (26%), clothing, shoes and jewelry (20%), and toys and games (18%).

"You don't have to be this 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 are able to compete with some of the biggest players."

Sherin Shibu

Entrepreneur Staff

News Reporter

Sherin Shibu is a business news reporter at She previously worked for PCMag, Business Insider, The Messenger, and ZDNET as a reporter and copyeditor. Her areas of coverage encompass tech, business, strategy, finance, and even space. She is a Columbia University graduate.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.


One Factor Is Helping This Entrepreneur Tackle Business Ownership Later in Life. Now, She's Jumping Into a $20 Billion Industry.

Stacey Howell has reinvented herself multiple times. In her latest move, she leverages her extensive corporate career, history of public service and experience running a nonprofit as a Woodhouse Spa franchisee.

Growing a Business

Stanford Professors On the Counterintuitive Strategy That Helps Google Hire Top Talent

We assume that the best processes are seamless, but a little friction can go a long way.

Health & Wellness

Following These Five Practices Dramatically Improved My Mental Health — Find Out If They Could Help You, Too.

In today's environment, there's countless barriers to our focus on our mental health and emotional wellbeing. These five practices will help you overcome such barriers.

Side Hustle

How to Get the Most Money Out of Your Side Hustle During Tax Season, From an Expert Who Raised $75.2 Million to Make Filing Easier

Lauren Myrick started Found to solve the common problems she saw small business owners face.

Business News

A Look Inside the Company That Is Making $500 Million a Year Serving Italian Beef Sandwiches Made Famous by 'The Bear'

Portillo's CEO Michael Osanloo shares his secret to keeping hungry customers coming back again and again. (Hint: It requires a lot of napkins.)

Making a Change

New Users Can Take 20% off Lifetime Access to Babbel for a Limited Time

Take a lifetime to learn as many as 14 languages by using code ENJOY20 for an affordable subscription that could boost your business.