Reading Time: 7 minutesWhile Amazon offers a way for sellers to make their products available, that ease of access to e-commerce is what makes Amazon a highly competitive platform. With so many sellers offering similar products, you need an effective Amazon marketing strategy to be successful. Part of that involves understanding just what your Amazon target market is.
Without customers, you won’t have any sales. What makes attracting customers tricky is that not everyone is interested in your product – and even those that are may not have the same needs. You need to find your target customer so that you can create product descriptions and marketing strategies that appeal to them and bring the people most likely to buy from you to a place where they can do just that.
This guide discusses the general Amazon target market profile and how to pinpoint and leverage your most likely customers from this diverse pool of individuals.
Who Are Amazon’s Target Market?
Amazon’s customers are people of all ages, genders, races, and nationalities across 100+ countries. The bulk, however, are value-conscious consumers, millennials, and urban residents.
Here’s an overview of the Amazon target market psychographics, demographics, behavioral, and income characteristics:
Amazon Target Market Age
Amazon appeals to customers of all ages. Most adults know/have used the platform at some point. The top shoppers(30%) fall within 25-34 years.
In the US, 72% to 76% of Gen Zs, millennials, Gen Xs, and boomers ordered an item from the online marketplace between July 2023 and July 2024.
Claim Your Free Amazon Marketing Audit
This vast appeal in the US also aligns with other countries such as Spain, where up to nine in 10 45- to 60-year-olds bought something from the e-commerce site in 2024.
Amazon Target Market Income Levels
Users with all sorts of income levels shop on Amazon. However, high-income earners depend on Amazon for their purchases more heavily than their middle and low-income counterparts. Moreover, average purchasing behavior and influences differ between high-income earners and other customers.
Cleveland Research reports that 86% of high-income earners use Amazon at least 50% of the time when shopping online, and 74% of their online shopping comes from the e-commerce platform. Additionally, high-income earners make over twice as much of their online shopping through Amazon as their middle and low counterparts.
Furthermore, high-income earners have more diverse ways of discovering products they shop for and vetting criteria than middle and low-income earners. For instance, high-income earners are around three times more likely to consider product videos when researching what to purchase than their counterparts and twice more likely to value recommended and best-seller/sponsored products.
Amazon Target Market Geographic Overview
Most of Amazon’s users come from the US, with a considerable amount from Germany, the UK, and Japan.
Data from 2024 indicates that over 230 million Amazon customers reside in the US, which accounts for roughly 80%.
These numbers align with sales data from different locations from as far back as 2014 to 2021, when the US consistently recorded the most sales, followed by Germany, the UK, and Japan.
Amazon Target Market Behavioral Overview
Amazon features diverse customers, both loyal and fleeting, driven by different factors and often using smartphones (save for the silent generation) to make 72 purchases annually, each averaging $32.Â
Services connected to item delivery appeal to customers the most regarding purchasing motivations. Statista reports that free shipping is the key reason that 48% of US shoppers use Amazon. The second is convenience (valued by 44% of users), and the third is quick delivery (36%).
Another Amazon survey found that millennials (75%) and Gen X (73%) have the highest number of mobile users. Only the silent generation prefers shopping on Amazon via computer more than on mobile. At 57%, the percentage of computer Amazon shoppers from this cohort is more than double that of the closest competition, boomers (28%).
According to Epsilon research, top-spending consumers shop up to twice as much as other retail outlets, making them prime candidates for up-selling, cross-selling, and product bundling.
Defining Your Amazon Target Market
 It can be easy to skip over thinking about who your target audience is, especially when selling on Amazon. After all, Amazon caters to buyers across all sorts of industries. But even if it would be nice if your product appealed to everyone, the truth is that making broad marketing efforts will only fall flat, and you won’t get the sales you’re hoping for.
You need to get specific. Your customer isn’t just anyone – it’s a specific group of people with a problem your product can solve. Build an image of what that ideal customer looks like so that you can best appeal to them. Some defining features that you’ll want to consider are:
- Gender
- Age group
- Income level
- Location
- Occupation
- Hobbies & Interests
Once you’ve answered all these questions, you’ll have a good idea of what your customer might be like. Every one of your customers won’t match every component of your ideal customer, but that’s all right. The goal of creating an ideal customer is to have a clear image of who you’re marketing to. Naming your target customers (even though they’re imaginary) can make them more concrete as a representation of your actual customers.
This ideal customer becomes the basis for your Amazon target market. Now that you know what they’re like, you can make informed choices about how you structure your product descriptions, set your pricing, establish your keywords, set up your featured product advertisements, and all other aspects of your marketing.
You’ll have to sacrifice marketing to other groups outside your ideal, but that’s okay. Trying to market to everyone won’t be as worthwhile as having a clear target. The more specific your target market is, the better your business will do.
However, your ideal customer may change over time. If you’re starting a business or working to market a new product, your initial target customer may be very different from the most successful demographics for sales. If you effectively track your customer data, you can see these deviations and adjust your ideal customer profile and marketing strategies appropriately.
Three Easy Ways You Can Identify Your Amazon Target Market
While you can get a lot of mileage from defining your target market by brainstorming, you can go even further to find a concrete target market in your existing customers. Try these techniques to learn more about your target customers.
Sponsored Products Search Term Reports
Aside from providing a platform for merchants to sell their products, Amazon also has advertising options for sellers to promote them. Sponsored Products work on a basis like pay-per-click advertising on other platforms: you bid for keywords, and your sponsored product listing will show up when someone searches those keywords. If someone clicks on your listing, you pay for the click.
While Sponsored Product ads give you an effective way to put your listings in front of customers, they also have robust data available to see how these ads perform. With Sponsored Product search term results, you can see which search terms gave you sales results compared to advertising costs. Your most profitable keywords will be the ones with low cost-per-sales rates.
You may potentially shut down poor-performing keywords, but that’s not all you can do to enhance your targeting. These profitable keywords are exactly how customers find your products, so you’ll want to focus on them. If you don’t already have these keywords in your product name and description, add them in.
Identify What Benefit Your Product Provides
A successful business will fulfill customers’ needs and leave them with a satisfying experience. You should ask yourself what problem you solve.
People don’t want to buy products just to have them; they want the benefit. Identify what benefits your product provides, and you can reverse-engineer who will be your best target audience because they’re the people who want the solution you’re offering.
This strategy won’t only help you understand your audience but also help you make effective marketing solutions. Yes, include the features of your product in your Amazon descriptions, but also connect them to a tangible benefit that will convince customers to buy.
Use Amazon Buyer Data
Amazon provides even more customer insights through its Amazon Buyer Data tools. You get some core information about people who have purchased from you before, including buyer names, recipient names, and shipping addresses. With this data, you can see your sales demographic to help guide your business and marketing decisions.
Using Amazon’s Buyer Data to inform your advertising on other platforms is also possible.
The most notable example is Facebook, where you can create Custom Audiences to gather more information. Facebook’s Audience Insights lets you see the age, gender, relationship status, occupation, and other core elements of your past customers – the factors that make up your ideal customer profile. You can also target your Facebook ads to Custom Audiences for more effective marketing.
Developing and Using Buyer Personas to Market Your Product on Amazon
After a detailed review of your Amazon analytics, customer profiles on platforms like LinkedIn, high-value interviews, and other sources of reliable customer feedback, you’ll at least have an idea:
- Where your customer resides
- How much they earn
- Features they prioritize while shopping
For example, your research can tell you that your most likely customer is “Samantha, a middle-aged stay-at-home mom who loves to make oven-baked desserts with gluten-free flour.” Or it may be “Jimmy, the Gen Z fitness influencer seeking breathable, stretchy, moisture-wicking gym apparel.”
The language you’ll use to market your all-purpose blended flour to Samantha won’t be the same one you’ll use to get Jimmy to buy your nylon liner shorts. For instance, you’ll use empowering words showcasing the performance and aesthetics of your shorts with Jimmy. Meanwhile, Samantha may be more receptive to a family-centric health and safety pitch.
The key to making the most from your different Amazon buyer personas is tailoring your product listings and other marketing channels, such as emails, to feature the keywords they’re searching for and customizing the language and content to offer captivating solutions to their problems/needs.
Create an Effective Amazon Target Market StrategyÂ
While Amazon will bring you customers by the nature of being Amazon, you can take your business even further by understanding and effectively targeting your ideal audience. With those insights, you can build on the benefits Amazon already gives so sellers can stay competitive in an ever-growing seller market.
We know this seems like a big ask (because it is). Want help fine-tuning your Amazon target market and creating on-point buyer personas to leverage effective, personalized marketing campaigns? Hire Vizion Interactive today.
At Vizion Interactive, we have the expertise, experience, and enthusiasm to get results and keep clients happy! Learn more about how our status as a Google Partner, along with our PPC Management, Google Shopping Ads, Social Media Advertising, Amazon Advertising, and other Paid Media services can increase sales and boost your ROI. But don’t just take our word for it, check out what our clients have to say, along with our case studies.
