Brand Analytics: Demographics: A Guide On How To Use It
“Understanding your audience is essential to market your product. Without knowing them, it is impossible to make a sale. With Demographics, you can get precise guidance on who your target market is and how you can market your brand accordingly.”
Amazon is the largest online retailer of goods which attracts millions of users worldwide. This huge retail marketplace introduces Brand Analytics to provide insights to the sellers into product performance, customer search behavior and competitors. It gives you access to five primary reports:
Amazon Search Terms
Item Comparison and Alternate Purchase Behavior
Demographics
Using these reports can help bring more buyers to your Amazon business. In this article, we will be talking about another and the last report that can help you get to know your customer better: Demographics.
As a seller, you need to recognize your audience so closely that you will feel confident to easily optimize your product page based on it. If you are ready to gain perspective on your audience to boost your performance on Amazon, then keep on reading.
Note that: Demographics is only available to sellers who have registered their brands on Amazon. Hence, to access the tool, you need to apply for Amazon Brand Registry.
Get to Know Demographics a Little Better:
Understanding your audience is essential to earning more sales and the demographics report provides just that: a better understanding of who your target audience is.
The demographics report shows sellers the breakdown of their Amazon customers by age, household income, education, gender and marital status.
This report answers the question of who’s on the other hand, who is buying these things. On that basis you should boost, knowing particularly who is purchasing these products because then you can circle back and make an even stronger product page.
If you are interested in maximizing your success rate, read on:
A Guide on How to Use Demographics:
Age group
Using age group demographics can help you reach more people for a particular age group.
How these demographics respond is roundly correlated to the society in which they grew up. Different age groups are drawn to different products. These age groups help you to size down and conceptually understand, what generation you should target. You can then optimize your product page according to their mindset.
For example, if a brand audience has a significant number of affluent 35–44 year old shoppers, a brand may consider marketing to the technological side with this group. You can explore some of the newer tools - experiment and see where your audience is most engaged.
Household Income
The majority of customers on Amazon take home is less than $100,000, while just 6 out of 100 were capable of $150,000 or more. The price effect may have a positive or negative impact on a small business, depending on the income, individuals change their spending habits based on the change in their income.
Looking at the above graph: the majority of buyers’ income is from $75,000 to $99,999, based on it you can refine your rating approach, to either be more competitive or luxe.
For example, this particular seller's customers are buying a product, let's just say a coffee mug for $50 and sold units are 43. The seller wanted an increase in sales. They decided to decrease the cost of a mug to $44-45 based on the competition. Also, ran deals and discounts time and again.
Based on the majority income source of their consumers, a price decrease helped them gain a good boost of buyers.
Why not do the same for your product price too?
Education
Amazon buyers are largely educated, as the majority of them have bachelor’s degrees or higher. Understanding your consumer’s education will allow you to create a more powerful copy.
Gender
Male and female have different interests, obtaining habits and marketing preferences. Few products are modeled specifically for one of the two, whereas other products are sold to and for both parties. Learning about typical buyer behavior helps you craft messaging that resonates.
The above data gives you a clearer picture of who is purchasing your product. The product is being bought 53% by females while 42% by males which is pretty close to each other.
Based on the graph a seller can create a more both male & female-centric product page, that will eventually result in several buyers.
Marital Status
Whether a consumer is single or married will also influence how you market to them. Married couples and singles have different approaches when it comes to consumption patterns.
On average, single people have a more spendable income. Additionally, they are also more likely to engage in impulse shopping.
Summing Things,
Amazon’s demographic data provides you the green light to get more personal with your advertising and product content. Go ahead, create your buyer personas and optimize your Amazon presence strategically to boost your sales across all demographic segments.
For more optimization knowledge on the Amazon page, you can reach out to Your Seller team. Our team will provide Amazon Brand Building services, overall helping you boost your revenue. Get in touch with us at +1 510 648 3933 or +91 9909513312 or mail us at contact@yourseller.in.
