New Research Shows 60% of U.S. Adults Made Amazon Purchase in Past Three Months

ROCKVILLE, Md. — Approximately 60 percent of U.S. adults have made a purchase via Amazon in the past three months, according to the latest report from market researcher Packaged Facts.

According to Amazon Strategies and the Amazon Shopper, Walmart maintains its place as the purchase destination of choice among major retailers, but Amazon is close behind. Packaged Facts forecasts that if usage growth rates for each retailer stay the same, Amazon will pass Walmart in just one more year.

"Amazon utilizes numerous strategies to broaden its reach into U.S. homes and wallets, including segmenting subscriptions, broadening and deepening retail categories, entering social media, and leveraging digital assistants," says David Sprinkle, research director for Packaged Facts.

The market researcher estimates that more than 80 million U.S. adults are members of the Amazon Prime subscription service. Beyond Amazon Prime membership, consumers spend money via Amazon in a variety of ways. For example, tens of millions of American adults use Amazon Kindle e-readers and/or use its mobile app. Amazon's reach also extends to consumers' wallets, with tens of millions of adults claiming to have an Amazon Visa card and a similar number having its store-only card.

Additionally, Amazon’s Echo and Alexa are tapped by 20 million, while 19 million have used Subscribe & Save. While penetration of Amazon Fire TV lags that of Roku, it is ahead of Google Chromecast and Apple TV. With 25 percent usage penetration, Pandora holds a wide lead among streaming music services, with all competitors under 10 percent penetration. Amazon Prime Music is fifth, ahead of Google Pay and behind Apple Music.

The report pinpoints demographic drivers of which U.S. consumers are most likely to shop via Amazon, including: 25-44-year-olds with $100,000 household incomes, who are 48 percent more likely than the average Amazon user to have ordered from it in the past three months; urban dwellers with $100,000-plus households, who are 40 percent likely; and married/partnered users with $100,000-plus households, who are also 40 percent more likely.

Packaged Facts’ Amazon Strategies and the Amazon Shopper focuses on Amazon consumer usage and engagement trends and related consumer usage and engagement strategies, as well as Amazon’s competitive positioning over time.

Additional information on the report can be found here.