User portrait analysis of Amazon advertising and store operations
On the Amazon platform, the construction of user portraits is crucial for brand sellers. Amazon not only provides brand analysis tools, but also opens up the demographics (Demographics) function to help sellers better understand their target customer groups. By analyzing the buyer’s age, marital status, family income, education, gender and other information in detail, sellers can develop more precise advertising strategies.
Analysis of age and family income
Taking a women’s solid-color skirt as an example, data shows that its core buyers are concentrated in the age range of 25-34 years old, accounting for 27.92%; 35-44 years old, 45-54 years old, 55-64 years old Buyers of different age groups constitute the second echelon, accounting for 16.24%, 18.27% and 17.77% respectively. In terms of annual household income, households with an annual income of 50,000 to 75,000 US dollars accounted for the highest proportion, accounting for 26.96%, followed by households with less than 50,000 US dollars (21.99%), and households with 75,000 to 100,000 US dollars (19.13%). It is worth noting that households with an annual income of more than $100,000 also account for more than 20%. These data show that the core buyers of this product belong to the group of people who have initially entered the middle class. When shopping, they not only pay attention to cost performance, but also value product quality and brand image.
Education level and gender analysis
In terms of education level, 33.5% of buyers have a bachelor’s degree, 27.41% have some college experience, and 14.72% and 16.24% have high school graduates and master’s degrees respectively. In terms of gender distribution, female customers account for as high as 74.11%. Despite this, there are still 20.81% male buyers. This may be due to a shared account within the family or purchased as a gift. Therefore, the different shopping experiences of men and women need to be taken into account when optimizing products.
Marital status and geographical distribution
Marital status shows that married buyers account for 55.84%, and those who have not made a clear statement account for 35.03%. Combining gender, age and other data, it is speculated that most of these undeclared people are women in the age group of 25-34, and may have no children or only one child. In addition, through the analysis of order reports, sellers can understand the geographical distribution of buyers. For example, California (CA), Florida (FL), Texas (TX), and New York (NY) are major markets. By counting the order volume in these areas, sellers can further segment the head market, long tail market and low order market.
Application of user portraits
Based on the above information, sellers should give priority to the most novel sub-SKU products when placing ads, and place them under high-traffic keywords. At the same time, for women whose annual household income is around US$50,000, we can attract purchases through life scene descriptions, call-to-action slogans, and irregular discounts. This data can also be used for demographic targeting when advertising on platforms other than Amazon, such as Google and Facebook. In addition, by analyzing user price sensitivity, sellers can optimize single-advertisement bidding strategies.
Conclusion
To sum up, through the tools and methods provided by Amazon, sellers can build detailed user portraits, which is crucial for formulating effective advertising strategies and optimizing store operations. In the future, sellers can continue to collect and analyze data to continuously adjust and improve their user profiles to adapt to market changes and improve operational efficiency.