This article applies to selling in: United States

Demographics dashboard

Note: This feature is only available to sellers who have a Brand Representative role assigned to a brand in Brand Registry. This seller must be internal to the brand and responsible for selling the brand on Amazon.

If you see an error message stating “You do not have permissions to access this page,” request for your Primary Account Administrator to grant you permissions to “Amazon Brand Analytics” in the Global User Permissions page.

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 dashboard shows Brand Representatives the breakdown of their Amazon customers (in aggregate) by age, household income, education, gender, and marital status. This information allows Brand Representatives to assess the need for and success of targeted marketing campaigns, and make product portfolio decisions based on customer penetration by demographic. This dashboard is only available in the United States.

What information is contained in the Demographics dashboard?

The Demographics dashboard shows the aggregate breakdown of sales of a Brand Representative’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 dashboard 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 dashboard?

The report shows all of the products associated with brands that have been successfully registered with the Amazon Brand Registry and in which the seller has a Brand Representative role assigned. In addition, only products that have 100 or more unique customers in the given time period are included in the Demographics dashboard.

Should the sales numbers in the Demographics dashboard match the business reports?

No. There are a number of reasons why the sales numbers (ordered product sales, ordered units) in the Demographics dashboard will be different than the business reports found in Seller Central. The sales data in the Demographics dashboard only includes sales where there is demographics data available to be attributed to the sale. In addition, only products that have 100 or more unique customers in the given time period are included in the Demographics dashboard.

Are order adjustments, such as cancellations and returns, considered in calculating ordered units in the Demographics dashboard?

No, adjustments such as returns or cancellations are not considered in the calculation of ordered units in the Demographics dashboard.

What is the minimum number of orders required for a brand to be displayed in the Demographics dashboard?

In order to protect customer privacy, within the selected time range, only brands with a minimum of 100 unique customers are displayed in the dashboard. If you have a brand that meets the 100 unique customer minimum to show brand level data, the dashboard will include the aggregated sales of all ASINs under that brand, even if each individual ASIN does not meet the 100 unique customers requirement.

Is there an option to select multiple brands or all brands at a time?

In order to avoid double counting customers who may have bought from more than one of your brands, only one brand may be selected at a time from the brand dropdown.

What does "-" mean?

The metric value of "-" means that the data is unavailable. This occurs when data has not been captured for the selected time period.

Does the dashboard allow you to search for a particular product?

Yes, users can search for a specific product or a set of products by using the ASIN search box at the top of the dashboard. The ASIN search box supports searches for up to 100 ASINs at a time, with either a space or comma separating each ASIN.

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