Have you ever wondered who buys on Amazon? It’s natural to be curious, considering the global reach it has.
This online sales platform is one of the most visited by a diverse clientele from all around the world.
Millions of people and businesses use its shopping cart daily to purchase a wide variety of products and services.
From books to electronics, clothing, shoes, and more. It has quite a broad selection of items.
83% of households have access to this e-commerce, which includes Whole Foods Market, Amazon Go, and Amazon Fresh.
Each household spends $2,817 annually on their purchases, according to a market research study by Numerator.
Today, we will explore the profile of these consumers based on the study conducted by this data analysis company.
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Who buys on Amazon in 2025?
Amazon has managed to capture the interest of a highly diverse audience, adapting to their needs.
It spans from young people passionate about the latest technology to family units purchasing basic products.
What leads them to prefer this online platform? Well, the study published by Supermarket News explains it.
Keep reading to understand it and discover who shops on Amazon.
Generation X Shoppers
Among the people who use Amazon the most are those born between 1965 and 1980. 31% of shoppers belong to this generation.
What characterizes them? They are very practical and quick when shopping online. They like everything to be easy and fast.
They also look for reliable products that meet their specific needs, such as home items, electronics, and tools.
They are not easily influenced by social media but do read reviews from other users to ensure what they’re going to buy.
Since they are highly tech-savvy, they navigate the platform with ease.
Millennials
These young people closely follow Generation X, making up 27% of shoppers at the retail giant.
Born in the digital age (1981-1996), they really enjoy shopping online.
Most of the time, they do it from their mobile devices, keeping up with trends on social media.
They seek personalized experiences, as well as innovative and sustainable brands that resonate with them.
When deciding what to buy, they consider the opinions of their friends and reviews from other consumers.
Middle-Income Shoppers
Amazon is also the preferred shopping platform for those earning between $40,000 and $125,000 annually.
48% of this group has made purchases on Amazon in the past year, according to the data analysis study.
These shoppers are very cautious with their budgets, so they opt for sales and discounts.
They also choose products that offer the best price-to-quality ratio. They almost always go for the more affordable options.
The most common purchases are clothing, technology, home items, and health products, considering the ease of shipping and convenience.
Shoppers Earning Less Than $40,000
Who shops more selectively on Amazon? People with lower incomes.
Only 22% of this group made a purchase on this e-commerce platform in the last 12 months.
Due to their lower earnings, they are more careful with their online spending, prioritizing essential products.
For example, groceries and affordable tech items that offer savings.
They are fans of deals, discounts, special promotions, and free shipping. Before making a purchase, they search for alternatives and compare prices.
Who buys on Amazon? White Shoppers
They make up the largest segment of Amazon buyers, with 66%, and have a particular interest in tech, home, and fashion products.
For this group, the ability to shop hassle-free from anywhere, at any time, is very important.
Similarly, accessibility is key for them—navigating the platform easily and efficiently finding what they need.
They also appreciate the diversity of options and product quality. In terms of behavior, they tend to prefer certain brands.
Additionally, white shoppers are attentive to trends and recommendations from other buyers.
By 2025, it’s expected that they will increasingly opt for eco-friendly or sustainable products.
Black and Hispanic Demographic Groups
Both represent a growing segment of shoppers, interested in products related to their cultural identity.
Their role on Amazon has been equal, generating 13% of the purchases each, according to the study.
Both Black and Hispanic shoppers value the range of options available and the representation of their cultures on the platform.
They also appreciate inclusive shopping and respect for their preferences.
They tend to seek products tied to their traditions, from clothing to food and entertainment items.
However, their purchasing decisions are highly influenced by the opinions of other community members.
Female Shoppers
So, who buys on Amazon? A significant sector is made up of female customers, who, according to the study, represented 75% of Amazon buyers.
Their interests are diverse, spanning from fashion to health, technology, and home products.
What do women value? The convenience of online shopping, especially those that allow them to quickly compare prices and products.
Thanks to their considerable influence on family purchasing decisions, they are key consumers for certain product categories.
These include children’s items, beauty products, and home appliances. This year, they are more focused on purchasing sustainable products and those promoting wellness.
Homeowners
Amazon also boasts 69% of shoppers who are homeowners and are interested in improving or beautifying their properties.
They primarily seek options to renovate and personalize these spaces, such as home appliances, decorative items, and gardening tools.
Additionally, they focus on the quality and durability of products, often opting for brands that offer longer warranties.
They also show interest in deals for home maintenance, repairs, and renovations.
By 2025, homeowners are increasingly purchasing smart technology to automate their homes and enhance security.
Online Shoppers
With 19% of purchases, this category generated the highest dollar spending on Amazon, reflecting the behavior of these consumers.
They prefer this digital platform because it allows them to shop from home and easily compare prices.
It’s common for them to check reviews and ratings from other users before making purchases.
However, unique promotions and fast shipping play a decisive role in their buying decisions.
Due to the rise of mobile shopping, they rely more on their portable devices to complete the process quickly and efficiently.
Grocery Shoppers
Grocery purchases come in second, accounting for 16% of the spending on Amazon.
In general, shoppers turn to Amazon for food, beverages, and kitchen items, especially those not easily found in local physical stores.
They value the convenience of ordering online and having items delivered to their homes.
They also appreciate the ability to buy non-perishable products and other food options, such as organic, diet, and healthy foods.
This is why the retail giant has adapted its services, offering options like Amazon Fresh and quick delivery options.
4 Consumer Trends You Should Consider If You Sell on Amazon in 2025
If you use this platform as a sales channel, it’s important to understand who shops on Amazon and their consumption patterns.
Here are the trends to consider in 2025, according to News Amazon:
1. Use of AI for Shopping
Artificial intelligence is changing the way people shop due to the functions it offers.
These include personalized suggestions based on customer preferences and history, deal notifications, and price comparisons.
Since 56% of consumers feel comfortable with these tools, it’s expected they will use them more to shop.
This will simplify the process through voice commands or smart interface systems.
It will also improve inventory estimates and customer service.
2. Inflation Will Lead to New Shopping Habits and Attitudes
The inflationary effect is also driving important changes in consumer patterns.
For example, consumer spending decreased by one-third in 2024 due to rising prices.
This is making shoppers more cautious when buying and more focused on finding offers and discounts.
Additionally, there is an increased preference for brands offering lower prices and for essential products.
This trend is expected to continue in 2025, prompting buyers to plan their purchases better and become more strategic.
3. Content Formats Will Compete for Attention
With the rise of social media and digital platforms, there is competition to see who can get the most attention from viewers.
Brands are trying to capture attention through a variety of content, such as videos, live broadcasts, and other posts.
Virtual and augmented reality have become key in attracting the audience.
However, to achieve broader reach, in 2025, a more balanced strategy will need to be adopted.
This means offering content in different sizes and adapting to new market demands.
4. Trust is the Foundation of Influencer Marketing
Partnering with influencers will also be important if you want to build trust with shoppers.
This is even more important than offering unique deals and discounts, as it makes messages reach customers more effectively.
Especially if you want to capture the attention of younger adults, such as Generation X.
Nearly half of them make decisions based on influencers’ suggestions.
Honesty and transparency in promotions are even more relevant to gain their loyalty.
From the analysis of who shops on Amazon, it’s easy to conclude that it’s a very diverse population with varied interests.