Amazon is in excellent standing among upscale consumers – and could be a strong force in the luxury and affluent marketplaces, according to new data from the Shullman Research Center. The research indicates that the Amazon customers’ average household income is roughly $89,000, compared to the $71,000 average for the US as a whole, using Census Bureau figures. Moreover, almost 1 in 5 of Amazon’s customers in the $500,000+ bracket claim to make a purchase on Amazon once a week or more.
The study also finds that the higher their household income (HHI), the more likely that customers are to be enrolled in Amazon Prime. Some 29% of respondents with HHI of at least $500k reported being enrolled in Amazon Prime, which equates to upwards of 45% of its current customer base in that income bracket. By comparison, 17% of US adults on average (or 29% of customers) have enrolled in Amazon Prime. (Prior survey research from Parago has also found that membership in Amazon Prime tends to be higher among higher-income respondents.) Read the rest at MarketingCharts.
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