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Danny_Amazon

Leveraging Amazon Shopping Audience Insights for Your Business

Regardless of size or category, all sellers share a need to better understand their customers in order to provide tailored product selections, maintain a competitive position and grow their business.

Amazon offers free shopping audience insights across consumer demographics and lifestyle preferences to empower sellers to explore ways to position their products before investing or advertising with Amazon. Here’s a couple examples of the powerful insights you can learn from Amazon shopping audience Insights:

  • 38% of skin care shoppers self-identify as male shoppers ~ consider your next targeting: Men shopping for anniversaries and birthdays.
  • 33% of Kitchen/Storage shoppers are considering taking a cruise ~ consider shopper interested in travel and leisure
  • 50% of top spenders are into wine and salty snacks, and 50% are gift givers ~ consider targeting: Wine accessory category and top spenders audience for holiday anniversaries, and birthdays.

Sellers and brands have found that using retail shopping insights to find and engage their customers at the point of purchase can be the most effective pillar of their marketing strategy. A recent user research study found that participants ranked “increasing sales of a specific product” as their top business strategy objective (60%). Yet, participants also reported seeking brand growth to reach first time shoppers (51%), increasing category sales (45%), and driving awareness of new products (25%) as key objectives. Within the study, it was shown that participating sellers struggled to achieve these goals without knowing when, where, or how much to invest in each strategy, and could not articulate what goals to focus on.

That’s where the shopping audience insights comes in.

The shopping insights provided in Ads planner can help address these challenges by answering two key questions:

  1. How big is my potential customer base?
  2. Where are they in their purchase journey?

With ads planner, you can consider the opportunity for your brand by exploring the shopping intents and behavioral attributes associated with different retail categories and the products you wish to promote.

Define the right shopping audience for your brand

There are three shopping audiences for you to consider when connecting your brand:

  1. Conversion and loyalty
  2. Consideration
  3. Awareness

Conversion and loyalty

Start by identifying the set of products you wish to promote. These are the products you wish to sell, drive traffic to, and increase conversions on. For those products, ads planner will tell you the estimated shopping audience sizes for 1) Those who have already purchased (Loyalty) and 2) Those who visited the product detail page but did not yet purchase (Conversion). Together, these represent the consumers that have already engaged with your brand, and this information helps you think about the opportunity for marketing to drive conversions.

Consideration

Customers in the consideration phase have been searching for products similar to yours, but haven’t explicitly engaged with your brand’s products. They’re shopping in your aisle, but haven’t yet considered placing your products into their cart. This audience helps you understand the opportunity for creating new-to-brand customers with marketing investments to drive brand consideration. Typically, you’d select the appropriate Amazon retail category for where you want your products to be listed, but based on the products you wish to promote, ads planner will offer suggestions for the product categories that most closely align. You can also search for, and add additional categories that you find to be most relevant. Ads planner also provides detailed demographic and behavioral attributes so you can better understand who is shopping in your aisle.

Awareness

These are the customers who aren’t yet aware of your products and haven’t shopped in your product category/aisle. These users match your ideal customer’s lifestyle, but aren’t part of your purchase or consideration audiences. This audience helps you understand the opportunity to grow New-to-Category customers with marketing to build awareness.

If you have any questions and are interested in learning how to build your shopper audience insights report, please attend our Ask Amazon event scheduled for 8/29 here in the forums! If you are planning to attend Accelerate (9/17-9/20), come find us at Accelerate, using this link to register!

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7 replies
Tags:Advertising, Advertising console, Keywords
91
Reply
7 replies
user profile
Seller_KUqaczMDIm4RD
In reply to: Danny_Amazon's post

Ask amazon event, I can't wait! You mods are going to be in for a treat of questions that have nothing to do with the shopping audience.

Off topic, I have an AtoZ claim that randomly showed up as PENDING on my account from 2018, that's right 2018. At the same time it's preventing payouts. Would be great if a mod or someone else can check into it/clear it up for me.

I opened a case but Alexa essentially told me to go fly a kite.

15836865061

30
user profile
Seller_roNdLQpqbVoOH
In reply to: Danny_Amazon's post

user profile
Danny_Amazon
Customers in the consideration phase have been searching for products similar to yours, but haven’t explicitly engaged with your brand’s products.
View post

Let me fix that for you:

Customers in the consideration phase have been searching for products similar to yours, but haven't ... been able to find them because of the irksome slide-out display that works only some of the time and when it does, moves at a glacial pace.

31
user profile
Seller_nKofDgMZEAY1H
In reply to: Danny_Amazon's post

Hi Danny,

I’ve been struggling for over six months to get a response from the Amazon team, but no one is willing to provide one. Could you please escalate this case to Amazon executives in the United States? Unfortunately, the team in India has refused to give me a clear answer. The Amazon platform has deceived me, leading to the destruction of my company, even though no Amazon policies were violated. Painful but true.

Thank you for your help.

https://sellercentral.amazon.com/seller-forums/discussions/t/c5f8f6ff-bcf2-47f7-b4b3-68621737826e?postId=c5f8f6ff-bcf2-47f7-b4b3-68621737826e

00
user profile
Seller_KAtrS2VELPMAs
In reply to: Danny_Amazon's post

Hello. Just to be sure I understand, it's not currently something we have access to in seller central but we should attend the event to get that information or access to it at the event scheduled for 8/29 here in the forums?

Thank you.

00
There are no more posts to display
user profile
Danny_Amazon

Leveraging Amazon Shopping Audience Insights for Your Business

Regardless of size or category, all sellers share a need to better understand their customers in order to provide tailored product selections, maintain a competitive position and grow their business.

Amazon offers free shopping audience insights across consumer demographics and lifestyle preferences to empower sellers to explore ways to position their products before investing or advertising with Amazon. Here’s a couple examples of the powerful insights you can learn from Amazon shopping audience Insights:

  • 38% of skin care shoppers self-identify as male shoppers ~ consider your next targeting: Men shopping for anniversaries and birthdays.
  • 33% of Kitchen/Storage shoppers are considering taking a cruise ~ consider shopper interested in travel and leisure
  • 50% of top spenders are into wine and salty snacks, and 50% are gift givers ~ consider targeting: Wine accessory category and top spenders audience for holiday anniversaries, and birthdays.

Sellers and brands have found that using retail shopping insights to find and engage their customers at the point of purchase can be the most effective pillar of their marketing strategy. A recent user research study found that participants ranked “increasing sales of a specific product” as their top business strategy objective (60%). Yet, participants also reported seeking brand growth to reach first time shoppers (51%), increasing category sales (45%), and driving awareness of new products (25%) as key objectives. Within the study, it was shown that participating sellers struggled to achieve these goals without knowing when, where, or how much to invest in each strategy, and could not articulate what goals to focus on.

That’s where the shopping audience insights comes in.

The shopping insights provided in Ads planner can help address these challenges by answering two key questions:

  1. How big is my potential customer base?
  2. Where are they in their purchase journey?

With ads planner, you can consider the opportunity for your brand by exploring the shopping intents and behavioral attributes associated with different retail categories and the products you wish to promote.

Define the right shopping audience for your brand

There are three shopping audiences for you to consider when connecting your brand:

  1. Conversion and loyalty
  2. Consideration
  3. Awareness

Conversion and loyalty

Start by identifying the set of products you wish to promote. These are the products you wish to sell, drive traffic to, and increase conversions on. For those products, ads planner will tell you the estimated shopping audience sizes for 1) Those who have already purchased (Loyalty) and 2) Those who visited the product detail page but did not yet purchase (Conversion). Together, these represent the consumers that have already engaged with your brand, and this information helps you think about the opportunity for marketing to drive conversions.

Consideration

Customers in the consideration phase have been searching for products similar to yours, but haven’t explicitly engaged with your brand’s products. They’re shopping in your aisle, but haven’t yet considered placing your products into their cart. This audience helps you understand the opportunity for creating new-to-brand customers with marketing investments to drive brand consideration. Typically, you’d select the appropriate Amazon retail category for where you want your products to be listed, but based on the products you wish to promote, ads planner will offer suggestions for the product categories that most closely align. You can also search for, and add additional categories that you find to be most relevant. Ads planner also provides detailed demographic and behavioral attributes so you can better understand who is shopping in your aisle.

Awareness

These are the customers who aren’t yet aware of your products and haven’t shopped in your product category/aisle. These users match your ideal customer’s lifestyle, but aren’t part of your purchase or consideration audiences. This audience helps you understand the opportunity to grow New-to-Category customers with marketing to build awareness.

If you have any questions and are interested in learning how to build your shopper audience insights report, please attend our Ask Amazon event scheduled for 8/29 here in the forums! If you are planning to attend Accelerate (9/17-9/20), come find us at Accelerate, using this link to register!

312 views
7 replies
Tags:Advertising, Advertising console, Keywords
91
Reply
user profile

Leveraging Amazon Shopping Audience Insights for Your Business

by Danny_Amazon

Regardless of size or category, all sellers share a need to better understand their customers in order to provide tailored product selections, maintain a competitive position and grow their business.

Amazon offers free shopping audience insights across consumer demographics and lifestyle preferences to empower sellers to explore ways to position their products before investing or advertising with Amazon. Here’s a couple examples of the powerful insights you can learn from Amazon shopping audience Insights:

  • 38% of skin care shoppers self-identify as male shoppers ~ consider your next targeting: Men shopping for anniversaries and birthdays.
  • 33% of Kitchen/Storage shoppers are considering taking a cruise ~ consider shopper interested in travel and leisure
  • 50% of top spenders are into wine and salty snacks, and 50% are gift givers ~ consider targeting: Wine accessory category and top spenders audience for holiday anniversaries, and birthdays.

Sellers and brands have found that using retail shopping insights to find and engage their customers at the point of purchase can be the most effective pillar of their marketing strategy. A recent user research study found that participants ranked “increasing sales of a specific product” as their top business strategy objective (60%). Yet, participants also reported seeking brand growth to reach first time shoppers (51%), increasing category sales (45%), and driving awareness of new products (25%) as key objectives. Within the study, it was shown that participating sellers struggled to achieve these goals without knowing when, where, or how much to invest in each strategy, and could not articulate what goals to focus on.

That’s where the shopping audience insights comes in.

The shopping insights provided in Ads planner can help address these challenges by answering two key questions:

  1. How big is my potential customer base?
  2. Where are they in their purchase journey?

With ads planner, you can consider the opportunity for your brand by exploring the shopping intents and behavioral attributes associated with different retail categories and the products you wish to promote.

Define the right shopping audience for your brand

There are three shopping audiences for you to consider when connecting your brand:

  1. Conversion and loyalty
  2. Consideration
  3. Awareness

Conversion and loyalty

Start by identifying the set of products you wish to promote. These are the products you wish to sell, drive traffic to, and increase conversions on. For those products, ads planner will tell you the estimated shopping audience sizes for 1) Those who have already purchased (Loyalty) and 2) Those who visited the product detail page but did not yet purchase (Conversion). Together, these represent the consumers that have already engaged with your brand, and this information helps you think about the opportunity for marketing to drive conversions.

Consideration

Customers in the consideration phase have been searching for products similar to yours, but haven’t explicitly engaged with your brand’s products. They’re shopping in your aisle, but haven’t yet considered placing your products into their cart. This audience helps you understand the opportunity for creating new-to-brand customers with marketing investments to drive brand consideration. Typically, you’d select the appropriate Amazon retail category for where you want your products to be listed, but based on the products you wish to promote, ads planner will offer suggestions for the product categories that most closely align. You can also search for, and add additional categories that you find to be most relevant. Ads planner also provides detailed demographic and behavioral attributes so you can better understand who is shopping in your aisle.

Awareness

These are the customers who aren’t yet aware of your products and haven’t shopped in your product category/aisle. These users match your ideal customer’s lifestyle, but aren’t part of your purchase or consideration audiences. This audience helps you understand the opportunity to grow New-to-Category customers with marketing to build awareness.

If you have any questions and are interested in learning how to build your shopper audience insights report, please attend our Ask Amazon event scheduled for 8/29 here in the forums! If you are planning to attend Accelerate (9/17-9/20), come find us at Accelerate, using this link to register!

Tags:Advertising, Advertising console, Keywords
91
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Seller_KUqaczMDIm4RD
In reply to: Danny_Amazon's post

Ask amazon event, I can't wait! You mods are going to be in for a treat of questions that have nothing to do with the shopping audience.

Off topic, I have an AtoZ claim that randomly showed up as PENDING on my account from 2018, that's right 2018. At the same time it's preventing payouts. Would be great if a mod or someone else can check into it/clear it up for me.

I opened a case but Alexa essentially told me to go fly a kite.

15836865061

30
user profile
Seller_roNdLQpqbVoOH
In reply to: Danny_Amazon's post

user profile
Danny_Amazon
Customers in the consideration phase have been searching for products similar to yours, but haven’t explicitly engaged with your brand’s products.
View post

Let me fix that for you:

Customers in the consideration phase have been searching for products similar to yours, but haven't ... been able to find them because of the irksome slide-out display that works only some of the time and when it does, moves at a glacial pace.

31
user profile
Seller_nKofDgMZEAY1H
In reply to: Danny_Amazon's post

Hi Danny,

I’ve been struggling for over six months to get a response from the Amazon team, but no one is willing to provide one. Could you please escalate this case to Amazon executives in the United States? Unfortunately, the team in India has refused to give me a clear answer. The Amazon platform has deceived me, leading to the destruction of my company, even though no Amazon policies were violated. Painful but true.

Thank you for your help.

https://sellercentral.amazon.com/seller-forums/discussions/t/c5f8f6ff-bcf2-47f7-b4b3-68621737826e?postId=c5f8f6ff-bcf2-47f7-b4b3-68621737826e

00
user profile
Seller_KAtrS2VELPMAs
In reply to: Danny_Amazon's post

Hello. Just to be sure I understand, it's not currently something we have access to in seller central but we should attend the event to get that information or access to it at the event scheduled for 8/29 here in the forums?

Thank you.

00
There are no more posts to display
user profile
Seller_KUqaczMDIm4RD
In reply to: Danny_Amazon's post

Ask amazon event, I can't wait! You mods are going to be in for a treat of questions that have nothing to do with the shopping audience.

Off topic, I have an AtoZ claim that randomly showed up as PENDING on my account from 2018, that's right 2018. At the same time it's preventing payouts. Would be great if a mod or someone else can check into it/clear it up for me.

I opened a case but Alexa essentially told me to go fly a kite.

15836865061

30
user profile
Seller_KUqaczMDIm4RD
In reply to: Danny_Amazon's post

Ask amazon event, I can't wait! You mods are going to be in for a treat of questions that have nothing to do with the shopping audience.

Off topic, I have an AtoZ claim that randomly showed up as PENDING on my account from 2018, that's right 2018. At the same time it's preventing payouts. Would be great if a mod or someone else can check into it/clear it up for me.

I opened a case but Alexa essentially told me to go fly a kite.

15836865061

30
Reply
user profile
Seller_roNdLQpqbVoOH
In reply to: Danny_Amazon's post

user profile
Danny_Amazon
Customers in the consideration phase have been searching for products similar to yours, but haven’t explicitly engaged with your brand’s products.
View post

Let me fix that for you:

Customers in the consideration phase have been searching for products similar to yours, but haven't ... been able to find them because of the irksome slide-out display that works only some of the time and when it does, moves at a glacial pace.

31
user profile
Seller_roNdLQpqbVoOH
In reply to: Danny_Amazon's post

user profile
Danny_Amazon
Customers in the consideration phase have been searching for products similar to yours, but haven’t explicitly engaged with your brand’s products.
View post

Let me fix that for you:

Customers in the consideration phase have been searching for products similar to yours, but haven't ... been able to find them because of the irksome slide-out display that works only some of the time and when it does, moves at a glacial pace.

31
Reply
user profile
Seller_nKofDgMZEAY1H
In reply to: Danny_Amazon's post

Hi Danny,

I’ve been struggling for over six months to get a response from the Amazon team, but no one is willing to provide one. Could you please escalate this case to Amazon executives in the United States? Unfortunately, the team in India has refused to give me a clear answer. The Amazon platform has deceived me, leading to the destruction of my company, even though no Amazon policies were violated. Painful but true.

Thank you for your help.

https://sellercentral.amazon.com/seller-forums/discussions/t/c5f8f6ff-bcf2-47f7-b4b3-68621737826e?postId=c5f8f6ff-bcf2-47f7-b4b3-68621737826e

00
user profile
Seller_nKofDgMZEAY1H
In reply to: Danny_Amazon's post

Hi Danny,

I’ve been struggling for over six months to get a response from the Amazon team, but no one is willing to provide one. Could you please escalate this case to Amazon executives in the United States? Unfortunately, the team in India has refused to give me a clear answer. The Amazon platform has deceived me, leading to the destruction of my company, even though no Amazon policies were violated. Painful but true.

Thank you for your help.

https://sellercentral.amazon.com/seller-forums/discussions/t/c5f8f6ff-bcf2-47f7-b4b3-68621737826e?postId=c5f8f6ff-bcf2-47f7-b4b3-68621737826e

00
Reply
user profile
Seller_KAtrS2VELPMAs
In reply to: Danny_Amazon's post

Hello. Just to be sure I understand, it's not currently something we have access to in seller central but we should attend the event to get that information or access to it at the event scheduled for 8/29 here in the forums?

Thank you.

00
user profile
Seller_KAtrS2VELPMAs
In reply to: Danny_Amazon's post

Hello. Just to be sure I understand, it's not currently something we have access to in seller central but we should attend the event to get that information or access to it at the event scheduled for 8/29 here in the forums?

Thank you.

00
Reply
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