Demographics Report
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If you do not have access to this feature, you have not been identified as a seller who meets these criteria as defined by the Amazon Brand Registry. If you believe that you do fit these criteria, contact Selling Partner Support.
The Demographics report shows Brand owners the breakdown of their Amazon customers (in aggregate) by age, household income, education, gender, and marital status. This information allows Brand owners to assess the need for and success of targeted marketing campaigns and make product portfolio decisions based on customer penetration by demographic. This report is only available in the United States.
What information is contained in the Demographics report?
The Demographics report shows the aggregate breakdown of sales of a Brand owner’s ASINs by customer age, household income, education, gender, and marital status. The metrics provided are the number of unique customers, unique customers - % of total, ordered product sales, ordered product sales - % of total, ordered units, and ordered units - % of total for each of the demographic segments. The information provided is reflective of the primary account holder of the Amazon.com account.
What does information not available mean?
Sometimes not all demographic information is provided and certain demographic segments may have a high percentage of “Information Not Available” buckets because of this. At the top of the report you can find Include Information not Available which allows the user to toggle these buckets on and off to show the breakdown of customer demographics both including and excluding these buckets.
Which products show up in the Demographics report?
The Demographics report shows all of the products associated with brands the Brand owner has successfully registered with the Brand Registry. In addition, only products that have 100 or more unique customers in the given time period are included in the Demographics report.
Should the sales numbers in the Demographics report match the Business Reports?
No. There are a number of reasons why the sales numbers (ordered product sales, ordered units) in the Demographics report will be different than the Business Reports found in Seller Central. The sales data in Brand Analytics represents all sales of a given product regardless of the seller of record while the sales data in Business Reports includes only one seller’s sales. In addition, only products that have 100 or more unique customers in the given time period are included in the Demographics report.
Does the report allow searching for a particular product?
Yes, users can search for a specific product or set of products by using the ASIN search box at the top of the report. The ASIN search box supports searches for up to 500 ASINs at a time, with either a space or comma separating each ASIN.
