According to Blackledge, Amazon purchasers have an average household income of $62,900 and a median age of 40. Its subscription Prime shoppers, on the other hand, have an average household income of $69,300, and a median age of 36.5 years.
Overall, the online retailer's average shopper earns roughly 8 percent more than the survey average of $58,000, though they're slowly losing their advantage. In 2014, the average household income of an Amazon shopper was $63,000; back in 2013, it was $63,900.
Blackledge attributed this slide, which is also occurring among Prime shoppers, to Amazon "broadening its customer footprint." He estimates that 41 million U.S. consumers are subscribed to Prime, which would represent about half of its shoppers. That's up from roughly 41 percent penetration a year ago.