Amazon has over 310 million active customer accounts worldwide, backed by more than 200 million paid Prime members. It also generated 2.4 billion monthly visits, showing how deeply the platform is embedded in everyday buying behavior. The data below outlines Amazon users by demographics and activity patterns, then connects Prime loyalty to purchasing and device usage.
Key Takeaways
- Amazon has over 310 million active customer accounts globally
- There are over 200 million paid Amazon Prime members worldwide
- Approximately 167 million shoppers in the US are Amazon Prime members
- Amazon's share of the US e-commerce market is nearly 38%
- Amazon’s North America segment net sales were $352.8 billion in 2023
- International segment net sales for Amazon reached $131.2 billion in 2023
- 66% of consumers start their search for new products on Amazon
- 98% of consumers said they find Amazon reviews helpful
- 44% of shoppers scroll through at least two pages of Amazon search results
- 95% of Amazon Prime members say they will likely renew their subscription
- Amazon’s Net Promoter Score (NPS) is consistently above 50
- 73% of consumers say high-quality product images are the top reason they trust an Amazon listing
- Amazon.com receives more than 60% of its traffic from mobile devices
- Over 150 million people have downloaded the Amazon mobile app in the US
- Amazon’s "Buy with Prime" button increases shopper conversion by an average of 25%
With 310 million active customers and strong Prime penetration, Amazon remains the top choice for US online shopping.
Related reading
01 · Category
Demographics & User Base30 stats
01
Amazon has over 310 million active customer accounts globally
02
There are over 200 million paid Amazon Prime members worldwide
03
Approximately 167 million shoppers in the US are Amazon Prime members
04
In 2023 Amazon reached a total of 2.4 billion monthly visits
05
52% of Amazon users are male while 48% are female shoppers
06
The 25-34 age group is the largest user segment at 27.2% of the total audience
07
18.8% of Amazon.com visitors fall into the 18-24 age bracket
08
19.4% of Amazon users are aged between 35 and 44
09
Approximately 11.4% of Amazon's audience is aged 55 to 64
10
8.5% of the Amazon user base is 65 years of age or older
11
80% of US households have an Amazon Prime membership
12
The penetration rate of Amazon Prime among US millennials is 81%
13
67% of Gen Z users use Amazon for at least half of their online shopping
14
Amazon Prime reaches 64% of Gen X consumers in the United States
15
60% of Baby Boomers in the US are Amazon Prime members
16
Over 60% of Amazon’s sales come from independent sellers mostly small and medium-sized businesses
17
Amazon Germany has over 41 million monthly active users
18
Amazon Japan records approximately 570 million visits per month
19
Amazon UK averages 340 million monthly visits
20
37% of Amazon Prime members have a household income of over $100000
21
25% of Prime members earn between $50000 and $75000 annually
22
Amazon Prime reaches 68% of US households with children
23
54% of Amazon shoppers live in urban or suburban areas
24
The average Amazon Prime user spends $1400per year on the platform
25
Non-Prime members spend an average of $600per year on Amazon
26
20% of Prime members shop on Amazon a few times per week
27
7% of Prime members shop on Amazon daily
28
43% of Prime members shop at least once a week
29
There are over 100 million Amazon Prime Video users in the US
30
Amazon's customer satisfaction score is 84 according to the American Customer Satisfaction Index
Interpretation
Demographics & User Base Interpretation
While Amazon’s dominance, painted in billions of visits and millions of members, reveals a global marketplace so vast that the typical "customer" is a paradox—simultaneously a data point in a 310-million-strong army, a suburban parent, a weekly deal-hunter, and a late-night streaming viewer, all spending their way to an average $1,400 annual tribute to the everything store.
03 · Category
Purchasing Habits30 stats
01
66% of consumers start their search for new products on Amazon
02
98% of consumers said they find Amazon reviews helpful
03
44% of shoppers scroll through at least two pages of Amazon search results
04
74% of consumers go to Amazon when they are ready to buy a specific product
05
89% of buyers agree that they are more likely to buy products from Amazon than other e-commerce sites
06
50% of Amazon shoppers are willing to try a brand they’ve never heard of on the platform
07
Price is the top reason 82% of shoppers choose Amazon
08
Free shipping is the most important factor for 70% of Amazon buyers
09
58% of shoppers use Amazon for its fast shipping options
10
41% of Amazon users always check the "Prime" filter when searching for products
11
28% of Amazon shoppers complete their purchase in 3 minutes or less
12
50% of Amazon purchases are completed in less than 15 minutes
13
During Prime Day 2023 customers purchased over 375 million items
14
Home goods and fashion were the top-selling categories during Prime Day 2023
15
62% of Amazon users say they compare prices on Amazon while in a physical store
16
47% of consumers buy groceries on Amazon at least once a month
17
1 in 3 Amazon shoppers uses the "Buy it Again" feature regularly
18
The average conversion rate for Amazon ads is around 9.5%
19
Products with 4-star ratings or higher account for 90% of Amazon sales
20
55% of Amazon shoppers look at the "Customers also bought" section for suggestions
21
Amazon’s "Subscribe and Save" users have a 20% higher retention rate
22
Mobile app users spend an average of 11 minutes per session on Amazon
23
44% of Amazon shoppers use voice assistants to add items to their cart
24
Clothing and shoes represent 18% of all units sold on Amazon
25
53% of holiday shoppers research products on Amazon before buying elsewhere
26
Electronics and Accessories are the most researched category on Amazon
27
60% of Amazon users prefer to use the mobile app over the desktop site
28
32% of users use the one-click ordering feature frequently
29
Amazon users spend 23% more during the Q4 holiday season compared to Q1
30
40% of users state that they rarely look past the first 5 items in search results
Interpretation
Purchasing Habits Interpretation
Amazon has so masterfully fused a bazaar, a race, and a hypnotist's watch that consumers now willingly sprint through its digital aisles, guided by the siren songs of reviews and Prime, to grab what they need almost before they've finished thinking about it.
More related reading
04 · Category
Satisfaction & Loyalty30 stats
01
95% of Amazon Prime members say they will likely renew their subscription
02
Amazon’s Net Promoter Score (NPS) is consistently above 50
03
73% of consumers say high-quality product images are the top reason they trust an Amazon listing
04
65% of Prime members use Amazon more than once a week
05
88% of parents in the US are Amazon Prime subscribers
06
50% of shoppers trust Amazon more than any other retailer for product safety
07
60% of people surveyed say they would feel "lost" without Amazon
08
42% of Amazon users have been members for more than five years
09
Amazon's "A-to-z Guarantee" covers 100% of marketplace purchases for reliability
10
61% of users say "fast and free" delivery is their favorite Amazon benefit
11
Amazon Prime Student users has grown by 15% year-over-year
12
80% of users check the "Return Policy" before making a purchase on Amazon
13
Amazon’s "Climate Pledge Friendly" badge increases product clicks by 10%
14
70% of Amazon users have purchased a product after seeing it on social media and then searching Amazon
15
38% of Amazon shoppers use the "Wish List" feature for gift planning
16
54% of Prime members use the Prime Video service almost daily
17
12% of Prime members in the US have used the "Prime Wardrobe" try-before-you-buy service
18
Amazon’s customer churn for Prime members after the second year is less than 5%
19
20% of Amazon Prime members share their account with family members
20
55% of users say the difficulty of finding the same deals elsewhere keeps them loyal
21
68% of users feel "Amazon Prime is a good value for the money"
22
Prime members utilize an average of 3.5 various Prime benefits beyond shipping
23
25% of Prime members say the inclusion of Amazon Music is a reason to stay
24
30% of users state they rarely use any other e-commerce app besides Amazon
25
48% of Amazon shoppers check reviews on other sites but still buy on Amazon
26
Amazon’s reputation for customer service is ranked #1 in the retail category
27
92% of users are satisfied with the ease of returning products through Amazon drop-off points
28
1 in 5 users have used Amazon Hub lockers for package security
29
10% of users mention "Exclusive Content" on Prime Video as a loyalty driver
30
Amazon achieves a 90% accuracy rate in estimated delivery times
Interpretation
Satisfaction & Loyalty Interpretation
Amazon has crafted an inescapable ecosystem of convenience so reliable that leaving it feels less like a choice and more like a self-inflicted inconvenience.
05 · Category
Technology & Platforms30 stats
01
Amazon.com receives more than 60% of its traffic from mobile devices
02
Over 150 million people have downloaded the Amazon mobile app in the US
03
Amazon’s "Buy with Prime" button increases shopper conversion by an average of 25%
04
Alexa is integrated into over 300 million smart home devices
05
30% of US households use at least one Amazon Echo device
06
Amazon utilizes over 750000 robots across its fulfillment centers
07
Amazon's server-side page load time is optimized at under 1 second to maximize sales
08
70% of Amazon's search results on the first page are sponsored products
09
Amazon’s AI "Rufus" can answer questions about millions of products
10
AWS offers more than 200 fully featured services from data centers globally
11
Amazon Prime Video is accessible on over 650 different device types
12
Amazon’s "One Medical" acquisition expanded its health tech reach to 800000+ members
13
56% of Amazon users use the "package tracking" map weekly
14
Kindle Direct Publishing (KDP) has paid over $520 million to authors in royalties annually
15
40% of users state the Amazon mobile app is their most used shopping app
16
Amazon Pharmacy provides 24/7 access to pharmacists for its users
17
The Amazon "Vine" program has over 10000 active product reviewers
18
15% of all Amazon traffic comes from direct search typing "amazon.com"
19
Search ads account for 80% of Amazon’s total advertising revenue
20
Amazon Fire TV has over 80 million monthly active users worldwide
21
Over 50% of Amazon customer service interactions are handled by automated bots
22
Amazon Music has over 82 million subscribers globally
23
25% of Prime members use the "Prime Gaming" benefits monthly
24
Amazon Luna (cloud gaming) has over 250 titles available to stream
25
Amazon’s recommendation engine generates 35% of its total revenue
26
Amazon Sidewalk covers 90% of the US population as a low-bandwidth network
27
45% of users say the "Look Inside" feature for books is critical for buying
28
Amazon provides drone delivery in 60 minutes or less in selected US test cities
29
Users interact with Alexa over 50 million times per year for grocery additions
30
Amazon Photos stores over 12 billion photos for its Prime members
Interpretation
Technology & Platforms Interpretation
Amazon has seamlessly embedded itself into the fabric of modern life, quietly orchestrating everything from the products that find us to the very rhythm of our homes, proving that convenience is not just a service but an ecosystem we willingly inhabit.
Reference
Cite This Report
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APA
Lukas Bauer. (2026, February 13). Amazon User Statistics. Gitnux. https://gitnux.org/amazon-user-statistics
MLA
Lukas Bauer. "Amazon User Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/amazon-user-statistics.
Chicago
Lukas Bauer. 2026. "Amazon User Statistics." Gitnux. https://gitnux.org/amazon-user-statistics.
Sources & references
32 datasets cited across this report · attribution is report-level
aboutamazon.com
buywithprime.amazon.comaws.amazon.comamazon.compharmacy.amazon.comgaming.amazon.comadvertising.amazon.com