Amazon Prime Members: Younger and a Little Richer

Last week we updated some critical demographic information about Amazon shoppers. We showed the average age of Amazon customers increased over the past nine years, while average household income remained relatively constant.

Today we dig further into that demographic profile. We compare Amazon Prime members with Amazon customers who are not Prime members. US Amazon Prime members remain a little younger than non-Prime customers, though they have aged along with the overall Amazon customer. Remember, in recent years, more than 70% of US Amazon shoppers are Prime members. Average household income of Prime members has been somewhat greater than that of non-Prime customers, though the difference has decreased in the last couple of years.

Prime members have always been a little younger than non-Prime customers (Chart 1). The average age of a Prime member is now 49 years old, compared to 53 years old for non-Prime customers. In 2014, when we first analyzed Amazon customer demographics, the average of a Prime member was 36 years old, while non-Prime customers were on average 37 years old.