For brand sellers, Amazon has opened up the brand analysis function and provided the demographics function. In this module, you can see the age, marital status, family income, education level and gender information of buyers who have made purchases in the store over a period of time. By analyzing the characteristics of the crowd, you can formulate a more accurate strategy for later advertising.
The following set of data comes from a women’s solid color skirt. The core buyers of this product are concentrated in the age range of 25-34, accounting for 27.92%. Buyers aged 35-44, 45-54, and 55-64 constitute the second echelon, accounting for 16.24%, 18.27% and 17.77% respectively. It can be seen that the buyers of the product are generally younger and have better universality for the middle-aged group.
Among household income, the largest number of buyers have an annual household income of 50,000 to 75,000, accounting for 26.96%, followed by buyers with an annual household income of less than 50,000, accounting for 21.99%, and buyers with an annual household income of 75,000 to 100,000, accounting for 19.13%. However, it should also be noted that buyers with an annual household income of more than 100,000 have accumulated more than 20%. In 2019, American households with an income of more than 46,000 US dollars belong to the middle class, and the core buyers of products belong to the group that has initially entered the middle class. When shopping, they not only pursue the cost-effectiveness of products, but also pay attention to product quality and brand image.
Among education levels, buyers with a bachelor’s degree account for 33.5%, and buyers with some colleges account for 27.41%. Buyers who graduated from high school and those with a master’s degree account for 14.72% and 16.24% respectively. In 2019, the number of people in the United States who have attended college over the age of 25 accounted for about 36% of the total population, while buyers with a high school degree or above accounted for about 77%. It is not difficult to see that most buyers are highly educated, their consumption concepts will be more open, and they will look at marketing methods such as advertising and promotions more rationally.
It can be clearly seen in gender that the proportion of female customers is significantly higher than that of male customers, accounting for 74.11%. However, for this women’s skirt, there are still 20.81% of male buyers, which can be inferred to be family shared accounts or purchased as gifts. In the consumption process, women pay more attention to the subtle differences between products and prefer humanized services, while men pay more attention to the overall use effect of the product, so product optimization needs to take into account the shopping experience of both.
In the marital status column, 55.84% of buyers clearly stated that they were married, and 35.03% of buyers did not make a clear statement. According to a report released by the Centers for Disease Control and Prevention in 2019, the fertility rate of American women under 34 years old has decreased compared with last year, while the fertility rate of American women over 40 years old has increased. Based on gender, age and other data, it can be inferred that most of the buyers who have not made a clear statement are women, who may be between 25 and 34 years old, with no or only one child.
Through data analysis, the user portrait of this product has gradually become clear. The core users of this product are married women aged 25 to 34, well-educated and entering the middle class. They have strong spending power, like to try new products, and are relatively less sensitive to prices. Therefore, when placing advertisements, you can give priority to the newest sub-SKU products and place them under high-traffic keywords to attract more buyers of the same type.
At the same time, for women with an annual family income of around US$50,000, as the pressure of raising children increases, they will gradually shrink their family expenses and reduce their spending on products such as clothing. This is also the reason why the gap between buyers aged 25 to 34 and buyers aged 35 to 44 has suddenly widened. Therefore, when optimizing links, you can also choose descriptions of life scenarios, call-to-action slogans and irregular discounts to attract buyers aged 35 to 54 to buy.
In addition, when placing advertisements on platforms other than Amazon, such as Google and Facebook, you can also use this data for demographic targeting. It should be noted that this function has certain requirements for the seller’s historical sales. The sales of a single ASIN must exceed 100 within a specific period of time before the data will be displayed. Therefore, in terms of time analysis, it is recommended to consider a longer period of time as much as possible to improve the credibility of the data.