Meet the typical Amazon customer, a college-educated married woman in the Southeast earning $80,000

FILE PHOTO: Amazon boxes are seen stacked for delivery in the Manhattan borough of New York City
Reuters

Amazon has 903 facilities in the US and employs more than 1.6 million people around the world.
Eight in 10 US shoppers are Amazon customers, and they place an average of 74 orders per year.
Amazon's average customer is a white woman in the South who earns more than $80,000 per year.
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Amazon sells stuff online. Maybe you've heard of it.

The ecommerce giant is the second-largest retailer in the world, making net product sales of $241.8 billion in 2021.

Founded in Seattle in 1994, there now are an estimated 903 Amazon facilities in the US, with another 839 in other countries around the world, according to MWPVL. Amazon has an employee headcount of 1.6 million around the world, and 1 out of 153 American workers works for Amazon.

Meanwhile, eight out of 10 US shoppers are Amazon customers, according to data from the analytics firm Numerator prepared for Insider.

Numerator found that Amazon's typical shopper is a college-educated married woman, and split across two age brackets: 35 to 44 and 55 to 64. She typically lives in the Southeast, does not have children, and earns more than $80,000 per year.

Amazon has the second-highest customer loyalty after Walmart among the major brands surveyed, with over 90% of its 2020 shoppers returning in 2021.

At the same time, the ecommerce giant added fewer new customers than it lost by a ratio of nearly four lapsed customers for each new one last year.

The typical customer orders just one or two items per transaction, but she makes a comparatively high number of transactions per year, with 74 orders at an annual cost of $2,591, Numerator found.

About 9% of her spending takes place at Amazon — slightly less than what she spends at Walmart, the world's largest retailer. Amazon customers are also highly likely to compare prices on Amazon, even when shopping elsewhere.

Their favorite product categories on Amazon are cell phone accessories, cases, and chargers, as well as medical supplies and small kitchen appliances. They tend to buy Amazon's in-house labels, and their favorite name-brands are Disney, Hanes, Kraft, and Apple.