Numerator: Average Amazon shopper spent more than $2,800 in 2024
March 24, 2025
Nearly all (99%) Amazon customers made more than one order in 2024.
Ahead of Amazon’s Big Spring Sale, Numerator has shared new data detailing how U.S. consumers shop with the e-commerce giant.
In 2024, 83% of U.S. households shopped at Amazon at least once, according to the new report. The average Amazon shopper spent $2,817 at the retailer last year, making 73 purchases.
Customers shopped more than once, as Amazon saw a repeat rate of 99%. Numerator added that Amazon shoppers are slightly more likely to be impulse buyers compared to all U.S. consumers.
Amazon shoppers are more likely to be Gen X and millennials compared to all U.S. consumers. Almost half (48%) of Amazon shoppers are in the middle income range ($40-125), while 29% fall into the high income bracket ($125k+).
Amazon shoppers are mostly female (75% of Amazon shoppers) and white (66% of Amazon shoppers). Nearly seven-in-10 (69%) Amazon shoppers are homeowners, and 38% live in suburban areas.
Big Spring Sale
The retail giant’s Big Spring Sale, kicking off on March 25, will feature discounts of up to 40% off select items across categories including apparel, beauty, and home. It will also offer themed daily deal drops including brands such as Samsung, Hydro Flask, and Bumble and bumble, as well as end-of-season deals from the Amazon outlet store.
[READ MORE: Amazon, Walmart to host spring savings events]
While all customers can shop the sale, members of the Amazon Prime paid subscription program will obtain discounts on additional items. A “Prime Spring Deal” badge will identify exclusive savings only available to Prime members.
Amazon is also currently providing a seasonal Easter Hub with discounts on traditional holiday items such as toys, candy, Easter basket stuffers, apparel, and brunch ingredients.
In addition, Amazon is offering 50% off purchases from Amazon Haul, a dedicated section of its U.S. e-commerce site and shopping app that offers products with what Amazon describes as “ultra-low” prices of $20 and under with typical delivery times of one to two weeks, for a limited time.
Numerator captures more than 2,500 demographic, psychographic, and media consumption attributes from its panelists.
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