Amazon Brand Analytics - Demographics Report

hi guys I'm Melana from Amazonia PPC and today we're together going to analyze the demographics report from brand analytics set of reports I'm going to show you basically why we use these reports why we find them so important and how can you use them to better communicate your brand to your audiences well basically if you have a brand already registered on Amazon then you know for sure how important brand analytics reports are we're just going to share with you our take on them basically there are five different reports that are consisted in the demographics reports and you can view by eight household income education gender and marital status and you can choose different reporting ranges like part of the monthly and weekly if you are looking to see like for example what kind of audiences were more open to your product during certain holiday like if you're analyzing Black Friday sales and you want to see a little bit more detailed breakdown of cool purchased your product during the holidays on Amazon as a platform then you should choose a shorter date range like you know maybe weekly would do but if you want to learn a little bit more about your audiences and how to communicate your brand message to them better then by all means just quarterly or monthly even monthly data rate will do in terms of providing you divided information and also when it comes to collecting the data and it will depend on how frequent your search volumes are and how did your search warrants are in general so it will really vary based on that so if you have a product that is a very competitive industry obviously you're going to collect this data a lot faster so smaller they two agents are necessary anyways let's dive right into the the point of these reports in general how we use them we basically use them to understand a little bit better on the marketplace what works for them and Amazon is moving a lot in this direction of audience targeting and their most probably going to make free marketing on Amazon a lot a lot more detailed than what it is right now as soon as they can get enough bandwidth offer to everyone so far this is the current reach of the you know remarketing it's currently developing and it I'm pretty sure we'll see more of it in the future firstly we use these reports to understand how do we manage our community management on social media that's why we use it as a first reason second reason why we use these reports is to understand what kind of brand messaging we will apply to our this way campaigns as well as our sponsor brands campaigns which are currently the only ones where you can do an ad any kind of custom messaging I'm pretty sure Amazon will elaborate on this in 2020 but for now we use them just for sponsored brands campaigns and also for community management on social media we're going to analyze here a sample report for client before for an account that's in the wellness industry so we can see here that folks that are purchasing the most are between 25 and 44 years old especially when you see that percentage of ordered product sales out of a hundred percent is like 46 percent it's a pretty big chunk of demographic for this brand which means that they should most primarily focus on platforms where these Millennials are so when years are known to use a lot of Instagram and they use a lot of snapchat at the present moment so that's where this brand should be more present in terms of content marketing as far as I see it like for example if we saw that the majority of sales came through baby boomers people who are older than 55 years then we would vote primarily our efforts our content marketing efforts on Facebook and also on building our email lists and letters because we immerse are known to known for reading a lot paying attention to email as a medium so depending on which kind of demographic category you're most sales are coming from and percentage-wise you will do your research and then see what kind of platform works best for that like for example if we have only these youngest folks between 18 and 24 years old and we would mostly focus on Instagram that's where they are and imagery and stuff like that so again that being said when you because when you're considering entering a new platform for a community management purposes then you have to again think a lot whether that relates to your product and how can it relate to your product if you have like for example very young audiences who spend a lot of time on Instagram and you sell a fashion brand you have a fashion brand and it's a win-win situation is you have an easy job to do but if you have like a product that requires a lot of manuals before someone can use it and a lot of knowledge to be used and stuff like that like tools for example then again you can make some short videos on Instagram showcasing how it's being used and stuff like that so you really need to understand your product and how what kind of message you can communicate to your audiences on the platform where they spent most of that time you should be on the platform where your customers are not only on Amazon but outside of Amazon as well when it comes to household income we also we use this information to understand how can we best adjust the product to according to our audiences who purchase it if we know that for example the majority of our customers come from a household income that's lower than 5th mm then basically that double mean that we need to adjust the pricing to fit better than narrative meaning you know we can offer them best value for money maybe two for the price of one if possible or some kind of coupon codes might work really well in Amazon for these audiences who are in the lower end in terms of household income if we have for example audiences that are probably primarily mailed that are technically savvy that are in the low in the higher end of the household income and they just want the best then we know we should make our next batch of products with our supplier a lot better in quality because they will appreciate it they're not surprise sensitive so they're in this household income graph and in the table you will learn how price sensitive your audiences basically are and where the majority of your cells are coming from this is an interesting feedback from Amazon they have very accurate information about this because obviously they're the platform where the sales are happening and you should trust them so again you can use this information to target users for example Facebook has stopped offering the household income as a as an option as a targeting option but on Google ads you can use the household income targeting for the USA and eliminate the ones that you know won't purchase your product so for example that's one another useful piece of information from the demographics report again education you will see here how what's the degree of education your customers have predominantly and we can see that here the majority of our customers for this brand have some college so it's a it's more more like an educated demographic then then people who have less than a house high school and stuff like that so the biggest percentage is in a somewhat educated drunk so my point is you should really think about your brand and in terms of content marketing this is also highly important if your customers are you know mostly bachelors graduates and people who are higher in education and generally it might mean through your brand that they're thirsty for knowledge so sharing useful information everything that has to do that's related to your brand and at the same time might be helpful as knowledge for them knowledge around using certain products like tools how to use a specific tool and which kind of materials to use with this tool and how to choose the right tool for a specific thing that you were looking to do stuff like that and share that kind of content on social media specifically on platforms that we saw that according to the age group that they're in where they spend most of their time according to their education status educational status what kind of content they might prefer and then you tailor a custom tailor your content according to their preferences as well as as long as it resonates really well to your brand that's what we do for our brand it's a long term strategy and mostly you can see the effects of it at once it will take months before you start seeing for sales coming from content but investing in your content is extremely extremely important for someone who's building a brand because it's there to stay once you post your content it's forever generating your traffic and it's not growing old so make sure to post that every week content as frequently as possible and the last two things we have a gender and marital status this is also interesting like for example for this brand we can see that you know majority of sales obviously coming from female customers which means you can choose what kind of coloring to add to your product images videos make your storefront look a little bit more feminine and appealing and the messaging around it the wording around your copy and your listings should be should appeal more to females so this is the part in terms of gender and in general like all of them all of these demographic reports that are offered by Amazon are here to help you communicate your message better to your audience so the place to do that is the copywriting of your listing and a plus content and also the storefront that's where you can do this so if we know that for example your audiences are female obvious you're going to make more feminine images fit the narrative and make the copy a little bit more gentle and a little bit more emotional targeting the pain points and you know if we know that it's ladies and the lower end of the you know lower end of the household income then with all of this messaging and your brand being communicated properly to them if you add a really good coupon code offer for them it's a win-win situation it's going to sell and especially for brands who have who build their brand loyalty and make the majority of their profit through repeated sales this is extremely extremely important so gender is one of the reports here I find even most useful because we know that how to tailor how to custom tailor our message for customers especially for the listings that already exist we're just looking to improve them marital status is the type of report that shows you out of you know meri there are single people who purchases the most there's a huge chunk of information are available yet Amazon and I'm not really sure how Amazon drives this information from people because they know where can they can't really you know determine based on someone's opening an account whether they're married or not so I'm not sure how they know this information but I'm pretty sure it's accurate for in some way they have really elaborate algorithms to determine how whether someone's married or not so this report is being used again to custom tailor the message and see it just like round up the whole image around audiences that purchase your products who can basically these these reports are here to help you understand if you're doing something wrong with your messaging with your copy on your listings and with your community management on social media that's how we use it and basically if you have any questions regarding these reports feel free to comment below and subscribe our to our channel for fresh content every week thank you for watching and I'm looking forward to your questions and comments alright