By population Amarillo, TX is 184th of 387 US metropolitan areas, with 271,917 residents. A count of the local trades and a read on where advertising is contested and where it is open.
This is the Amarillo metropolitan area in Texas.
The typical owner-occupied home is valued at $208,700, 37 percent below the national figure. Income in Amarillo, TX: a median of $69,611 per household against $80,734 nationally, so 14 percent below the national figure.
Who lives here matters as much as how many. 27.1% of adults finished a four-year degree or more (9 points below the US share). Homeownership stands at 63.9%, 1 points below the US share. A labor force of 133,833 carries an unemployment rate of 3.2%, 2 points below the US share. Median age 36.3, 2.6 years below the national median.
Compared with Texas: income is 11 percent lower than the Texas figure, home values are 26 percent lower than the Texas figure, and business density is 10 percent denser than the Texas figure.
The establishment count for Amarillo, TX is 6,630. That is 24.4 establishments per 1,000 people, in line with the national figure. Home-services contractors make up 375 of those establishments, 5.7% of the total, about the same as the US share.
| Category | Locations | Per 100k people | Local ÷ US share |
|---|---|---|---|
| Restaurants and other eating places | 520 | 191.2 | 1.06× |
| Physicians' offices | 247 | 90.8 | 1.43× |
| Legal services | 136 | 50 | 0.95× |
| General freight trucking | 127 | 46.7 | 1.37× |
| Plumbing, heating and air-conditioning contractors | 119 | 43.8 | 1.35× |
| Lessors of real estate (all) | 116 | 42.7 | 1.07× |
| General automotive repair | 97 | 35.7 | 1.44× |
| Dentists | 88 | 32.4 | 0.82× |
| Personal care services (all) | 83 | 30.5 | 0.65× |
| Landscaping services | 79 | 29.1 | 0.84× |
| Electrical contractors | 74 | 27.2 | 1.12× |
| Automobile dealers | 66 | 24.3 | 1.77× |
| Child day care services | 52 | 19.1 | 0.80× |
| Beauty salons | 46 | 16.9 | 0.69× |
| Roofing contractors | 43 | 15.8 | 2.13× |
| Grocery and convenience retailers | 40 | 14.7 | 0.50× |
| Other specialty trade contractors (paving, asphalt, fencing) | 36 | 13.2 | 1.06× |
| Concrete foundation and structure contractors | 24 | 8.8 | 1.30× |
| Self-storage facilities | 20 | 7.4 | 1.36× |
| Highway, street and bridge construction | 9 | 3.3 | 1.23× |
The last column divides the local share of establishments by the national share (1.00 = the same mix as the US).
More common here than nationally: roofing contractors, automobile dealers, general automotive repair and physicians' offices. The sharpest example is roofing contractors: 43 establishments, 2.1 times the share seen nationally. Less common here than nationally: grocery stores, personal care services, beauty salons and child day care services. Grocery stores are the clearest gap with 40 establishments, about half of the share they hold across the US. Neither crowded nor thin: electrical contractors, specialty trade contractors and legal services.
By raw count the largest categories here are restaurants (520), physicians' offices (247) and legal services (136). Relative to population the leaders are restaurants (191.2 per 100,000 residents), physicians' offices and legal services. Taken as groups, the strongest relative to the US mix are automotive businesses (1.6 times the national share) and the weakest are consumer services (restaurants, salons, child care, grocery) (about the same as).
Because roofing contractors, automobile dealers and general automotive repair are over-represented, a new entrant in those categories competes for a fixed pool of searches against many established profiles. Reviews, photos, response time and a page that answers the exact query are what move the needle; simply outbidding is expensive. Thin categories such as grocery stores, personal care services and beauty salons are where the market has room. The searches still happen; there are simply fewer businesses answering them, so the first well-presented operator tends to collect the calls. With household income 14 percent below the national figure, price transparency and financing matter more in the ad copy, and a phone call is usually the conversion to optimize for. Younger residents (median age 2.6 years below the national median) split their attention between search, social feeds and AI assistants, so the presence has to be in all three.
Where to start in Amarillo, TX, based on the competition profile above.
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Amarillo, TX has 271,917 residents (US Census Bureau ACS 2024 5-year estimate), ranking 184th of 387 metropolitan areas.
The median household income in Amarillo, TX is $69,611 (ACS 2024 5-year), below the US median of $80,734.
The Census Bureau counts 6,630 employer establishments in Amarillo, TX (County Business Patterns 2023), or 24.4 businesses per 1,000 residents.
The median home value in Amarillo, TX is $208,700, and 63.9% of homes are owner-occupied (ACS 2024 5-year).
Measured against the US business mix (County Business Patterns 2023), roofing contractors, automobile dealers and general automotive repair have more establishments per resident than the US average; grocery stores, personal care services and beauty salons have fewer in Amarillo, TX.
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Data: US Census Bureau ACS 2024 5-year estimates and County Business Patterns 2023. Updated 2026-09-29.