Consumer Behavior

Amazon customer spends nearly $3K, makes 73 purchases a year

Photo: Oleksandr - stock.adobe.com

March 31, 2025

The average Amazon consumer spent $2,817 on Amazon.com, making 73 purchases last year.

They also represent a 99% repeat rate and are more likely to be Gen X and millenials, according to a Numerator report.

In 2024, 83% of U.S. households shopped at Amazon at least once and 48% of Amazon shoppers are in the middle income range ($40K-$125K), while 29% fall into the high income bracket ($125K-plus).

The typical Amazon consumer is slightly more likely to be an impulse buyer. Amazon shoppers are mostly female (75% of Amazon shoppers), white (66% of shoppers) and 69% are homeowners.