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Costco's nearest audiences span an unusually wide range of categories — no single neighbor dominates, and the top 10 alone cross six distinct subcategories, from gas stations to department stores to automotive services.
The shape is broad. Costco Gasoline sits at the top with a similarity of 0.99, followed by Costco Optical at 0.95 — both Costco sub-brands, which reflects how tightly the same audience moves across the warehouse ecosystem. Beyond those two, the neighbors diversify quickly: Bakeries, Desserts & Confectioneries at 0.90, Target at 0.90 (the one other Big Box Retailer in the top 10), and Tesla Service Center at 0.89. Starbucks (0.88), Nordstrom Rack (0.88), and Macy's (0.88) follow closely, with Juice & Smoothies and Carvel rounding out the ten at 0.87 and 0.87 respectively. The subcategory spread — gas stations, eyewear, bakeries and confectioneries, big box retail, automotive maintenance, coffee, apparel, department stores, and juice bars — signals an audience that is not defined by any single retail or dining category. The cross-kind reach into automotive maintenance and food service, alongside the expected retail neighbors, is the structural finding here.
This broad shape indicates an audience whose composition overlaps with a wide swath of everyday consumer categories rather than clustering tightly around any one kind of brand.
