Amazon engagement report
@amazon - 5.9M followers on X
Measured over 9 original posts from a 30-day window, last computed on October 25, 2026.
Engagement
A typical post picks up 294 interactions against 5.9M followers, an engagement rate of 0.005%. Measured over 9 original posts, its engagement rate beats 25% of 20,444 tracked accounts of a similar size, which puts it in the middle of its size range rather than at either end. Posts are seen about 93K times each, and 0.318% of those impressions turn into an interaction. That is about 1.57% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 0.83 post a day over the last 30 days, though only 43% of days saw any activity at all. Most posts go out around 13:00 UTC, and Wednesday is the busiest day of the week. Of the 9 posts sampled, 44% carry an image or video, 11% are part of a thread and 56% link out. The account's strongest tracked post pulled 50K interactions, about 171x its own typical post.
Measured over 9 original posts from a 30-day window, last computed on October 25, 2026.
Compared with accounts its own size
Amazon's engagement rate beats 25% of the tracked X accounts closest to it in follower count (20,444 accounts, accounts of similar size (decile 10 of 10)). A percentile is spread evenly by construction, so 50 really is the middle of that group and 90 really is its top tenth.
On engagement per impression rather than per follower it beats 22% of the same group. When those two numbers disagree, the gap is about how far its posts travel rather than how people react to them.
Where this sits in the catalog
At 0.005%, Amazon sits above the 10th percentile of the 204,491 accounts in this comparison. That places it in the bottom 25% band, which runs below 0.024%.
Show the percentile table
| Percentile | Engagement rate |
|---|---|
| 10th percentile | 0.004% |
| 25th percentile | 0.024% |
| 50th percentile | 0.143% |
| 75th percentile | 0.677% |
| 90th percentile | 2.55% |
| 99th percentile | 82.4% |
This ruler is the whole measured catalog, not a size-matched group: it shows where the raw rate falls across every account we can measure, all of which are large. For a like-for-like comparison, read the size-band percentile above instead. See how the bands are built
Posting timing
This account posts most often around 13:00 UTC, and Wednesday is its busiest day of the week. The bars below are the catalog-wide pattern, with this account's own busiest slot marked. They do not show how this account performs at each hour: we keep one aggregate per account, not one per hour, so that measurement does not exist in our data.
Show engagement by hour posted, utc as a table
| Hour (UTC) | Vs author median | Posts |
|---|---|---|
| 00:00 UTC | -1% | 89K |
| 01:00 UTC | -2% | 90K |
| 02:00 UTC | -3% | 88K |
| 03:00 UTC | -4% | 94K |
| 04:00 UTC | -5% | 76K |
| 05:00 UTC | -4% | 75K |
| 06:00 UTC | -5% | 86K |
| 07:00 UTC | -5% | 93K |
| 08:00 UTC | -4% | 108K |
| 09:00 UTC | -4% | 124K |
| 10:00 UTC | -3% | 129K |
| 11:00 UTC | -3% | 141K |
| 12:00 UTC | -3% | 154K |
| 13:00 UTC | -3% | 167K |
| 14:00 UTC | -4% | 173K |
| 15:00 UTC | -2% | 176K |
| 16:00 UTC | -3% | 171K |
| 17:00 UTC | -3% | 159K |
| 18:00 UTC | -2% | 149K |
| 19:00 UTC | -2% | 141K |
| 20:00 UTC | -1% | 131K |
| 21:00 UTC | 0% | 116K |
| 22:00 UTC | -2% | 100K |
| 23:00 UTC | -1% | 90K |
Show engagement by day of week as a table
| Day | Vs author median | Posts |
|---|---|---|
| Sunday | +5% | 393K |
| Monday | +1% | 483K |
| Tuesday | -2% | 520K |
| Wednesday | -3% | 472K |
| Thursday | -2% | 430K |
| Friday | -3% | 447K |
| Saturday | +2% | 393K |
Formats this account uses
Its own posting mix on the left, and what each of those formats does across every account we track on the right. Only formats where the effect clears our publish test appear here, so an empty row is a format we could not measure rather than one that does nothing.
| Format | This account | Catalog effect | 95% interval | Accounts behind it |
|---|---|---|---|---|
| Image or video | 44% of posts | +111% | +108% to +115% | 34K |
| Outbound link | 56% of posts | -41% | -42% to -40% | 32K |
| Typical length | - | -3% | -3% to -2% | 54K |
- 44% of this account's sampled posts carry an image or video. Across the catalog, posts with an image or video run 111% above the same accounts' other posts.
- 56% of its posts carry a link off X. Across the catalog, posts with an outbound link run 41% below the same accounts' other posts, so a large share of this account's output sits in the weakest bucket we measure.
- Its average post runs 158 characters, which falls in the 80 - 180 characters band. Across the catalog, posts of 80 to 180 characters run 3% below the same accounts' other posts.
These are catalog-wide differences applied to this account's own posting mix, not a measurement of how each format performs for this account specifically. We keep one median per account, not one per format per account, so the second thing is not something this data can tell you.
Best tweets
- Jun 30, 2026171x their median
Introducing Claude Sonnet 5, our most agentic Sonnet yet. It makes plans, uses tools like browsers and terminals, and runs autonomously at a level that just a few months ago required larger and more expensive models. https://t.co/UKK8G7ww5h
- Jul 24, 202630x their median
Welcome to a future we no longer control. Blade Runner 2099, a new series, premieres November 25 on Prime Video. https://t.co/80nQGY8sFQ
- Jun 25, 202614x their median
Really enjoyed my meeting with Prime Minister @narendramodi about what’s ahead for Amazon in India. We’ve been serving customers, sellers, developers, startups, and enterprises in India for more than a decade and just getting started. Shared that we’re investing $48 billion over the coming five years, including $21+ billion in AI and cloud infrastructure. By 2030, we plan to support 3.8 million jobs, enable $80 billion in ecomm exports, and bring benefits of AI to 15 million small businesses and 4 million government school students. Excited about what’s ahead. Still early days for what we can build. https://t.co/sxkRka2Qng
- Jun 16, 20268.1x their median
Excited to share that Grok 4.3 from @elonmusk's @xai is now available on Amazon Bedrock. Customers pick the right model for the right job, and we keep making that easier: https://t.co/N2Fbeg7CIA https://t.co/p9qS6Qq6Rq
- Aug 26, 20265.2x their median
BIG NEWS from @awscloud and @nvidia 🤝 We're announcing a major expansion of our strategic collaboration for next-gen AI infrastructure. ⬇️ Building on 16 years of joint innovation, AWS will deploy 2 million additional NVIDIA GPUs across its global infrastructure in 2027–2028—and that's just the start. The two companies are deepening their work together across AI factories, CPUs, networking, open models, data processing, and robotics. This expansion gives customers even more ways to build and deploy AI at scale.
- Jun 29, 20264.5x their median
Introducing the next iteration of the @zoox robotaxi. ⬇️ After 500,000+ rides, the robotaxi has been improved through real rider feedback. What's new: a more comfortable cabin, a brighter touchscreen and improved charging pad, a refreshed interior, and new exterior cues that make it even easier to distinguish the robotaxi’s front from its rear. The vehicle still has no steering wheel, no pedals, and drives in both directions. Now it's moving into large-scale production.
- Jul 27, 20264.5x their median
.@amazon has believed in giving customers choice across AI models for years. We have always supported open-weight models on Amazon Bedrock, starting back in 2023, and will continue to advocate for open ecosystems. No single model will define AI leadership. Customers need access to the most capable frontier models, alongside open-weight models they can adapt, optimize, and deploy for their own workloads. Open and closed models are complementary. Together, they expand access to AI, accelerate innovation, strengthen competition, and give organizations greater control over the technology they build. Successful leadership in AI will not be built around a single model or a single approach. It will be built on broad choice and the infrastructure to run those models securely, reliably, and at scale. While there are elements of the Open Weights and American AI Leadership letter that need further definition over time, we’re supportive of the macro direction and have signed it.
- Aug 13, 20264.3x their median
🚨 The NBA on Prime schedule for 2026-27 featuring the Eastern Conference Finals 🚨 Which matchups are you circling on the calendar? 🤔 https://t.co/PQaA2W96k6
- Jun 24, 20266.9x their median
Introducing the next evolution of the Zoox robotaxi. Refined through testing, early deployments, and feedback from 500,000+ riders. More features. More comfortable. Built for scale. And now, moving into large-scale production. Find out more: https://t.co/U7mYHCDWN0 https://t.co/tDSeFIJMRT
- Aug 10, 20264.0x their median
Our strategic partnership with Novo Nordisk expands today as they announce that they've chosen AWS as their preferred cloud provider and strategic AI partner to help accelerate drug discovery. We will combine Novo Nordisk’s scientific expertise with AWS’s AI tools, including Amazon Bio Discovery (biology AI models to design and test drug candidates) and Bedrock AgentCore (infrastructure for building AI agents that run real workflows), and also stand up a co-innovation hub in London where their scientists and our engineers work side by side. We’re proud of our broad partnership across the two companies, which already spans AWS, Amazon Pharmacy, and One Medical. I’m optimistic about how we’ll use AI together to speed up drug discovery, and what that will mean for patients. https://t.co/CLq0bMfvs3
Ranked by total interactions across everything we have tracked for this account, which is a longer history than the 30-day window the rates above use. The multiple compares each post to this account's own median.
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Reading these numbers
A typical post picks up 294 interactions against 5.9M followers, an engagement rate of 0.005%. Measured over 9 original posts, its engagement rate beats 25% of 20,444 tracked accounts of a similar size, which puts it in the middle of its size range rather than at either end. Posts are seen about 93K times each, and 0.318% of those impressions turn into an interaction. That is about 1.57% of the follower count, which is the gap between an audience on paper and an audience in a timeline. Posting runs at about 0.83 post a day over the last 30 days, though only 43% of days saw any activity at all. Most posts go out around 13:00 UTC, and Wednesday is the busiest day of the week. Of the 9 posts sampled, 44% carry an image or video, 11% are part of a thread and 56% link out. The account's strongest tracked post pulled 50K interactions, about 171x its own typical post.
- What is Amazon's engagement rate on X?
- Amazon (@amazon) has an engagement rate of 0.005%, based on the median interactions across 9 original posts from the last 30 days against 5,880,015 followers. Replies, reposts and quote-posts of other people are excluded from that sample.
- Is that a good engagement rate?
- At 0.005%, Amazon sits above the 10th percentile of the 204,491 accounts in this comparison. Those comparison accounts are all large ones, because our scanning cadence is weighted towards big accounts, so this is a ranking among peers of similar scale rather than a ranking across X.
- Does @amazon have real engagement?
- Its engagement rate beats 25% of the tracked X accounts closest to it in follower count (20,444 accounts), which puts it in the middle of its size range group. Ranking inside a size band matters because engagement rate falls as accounts grow, so a raw rate would mostly re-measure the follower count. It is a starting point for a look at follower quality, not a verdict on it.
- When does @amazon post?
- Most posts go out around 13:00 UTC, and Wednesday is its busiest day, at roughly 0.83 posts per day across the measured window.