Finding Your Target Audience/Market on Amazon

Picture of Author: Martyn N.

Author: Martyn N.

Hi! I’m Martyn, a full-time Amazon E-Commerce Manager with over 5 years of experience selling and managing a wide range of products for various small businesses on Amazon.

Finding your target audience and target market for Amazon – in this video, we’ll go over the difference between both, look at the common ways to segment your target audience and market, and explore some reliable ways to define them for the business opportunities you have spotted on Amazon. So if that’s what you’re looking for – let’s go!  

So first things first – what’s the difference between target audience and target market?

Your “target audience” is a subset of your “target market.” It refers specifically to the group of people targeted by your marketing messages.

For example, you might be selling baby clothes and have as a target market young adults with a child under age 3. However, you might discover that your target audience – who you want to communicate with – will mostly be young mothers.

This difference is critical to understand to ensure that your listings communicate the right ideas to the right people.

I/Why choose a target audience/Market

  • Why not just try to appeal to everyone?

Though you might hear everywhere that finding the right keywords are critical to make sales – and it’s true, you must know your keywords – you also need to remember that you are not selling to keywords.

You are selling to people.

At the end of the day, it is a human being on the other side of the screen who will be looking at your listing, your competitor’s listings, and deciding which one they will give their money to.

And while having the right keywords means that you will appear in front of your customer’s eyes, it’s not “fishing line pole fishing fish catching pole” that’s going to convince them that you’re going to rock their fishing world.

As Peter F. Drucker said, “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

If you can know who your customer is, you can know how to talk to them. And if you can talk to them the way they want to be talked to, you can communicate how your product is going to make their lives better.

II/Basic ways to define your audience/Market

 There are 5 types of segmentation:

  1. Demographic
  2. Psychographic
  3. Behavioural
  4. Geographic

1.Demographic segmentation

This is going to be your customer’s gender, age, age, ethnicity, religion, income level, family size, occupation, education level and marital status.

Why is it important to define these criteria? Well, let’s say you’re selling woodworking equipment. Let’s also assume here that most customers who are interested in woodworking equipment are male and aged 40 and over with enough disposable income to finance a woodworking hobby.

 If you do not know the demographics of your target audience or target market, you could push as a USP that your equipment is the cheapest around with pictures of smiling young women in the background (aren’t smiling young women good for sales after all?) – which many would consider to be a mistake, as price sensitivity would here be rather low – with a higher focus on quality – and most customers would be unable to relate to the pictures and most likely be confused: Is this for me? Or for young women?

2. Psychographic segmentation

This type of segmentation is based on the attitudes, beliefs, lifestyle, and habits of your target market. For example, sticking to our woodworking equipment product, you might find that your customers are usually more introverted and prefer to work with things rather than interact with people, which in turn would mean that you’d be better off creating a lifestyle picture where the background is not crowded with people – for instance, a quiet forest would be ideal here. Maybe you also find out that many customers interested in woodworking also believe in hard physical work as a rewarding thing of its own – in which case, you could have a sentence in your description that goes like: “Make the best from your sweat” or something along those lines, as they are more likely to associate this sentence as something positive to look forward to rather than a negative experience.

3. Behavioural segmentation

Behavioral segmentation is useful to understand your customer’s behaviour when it comes to the process of interacting and purchasing your products.

This includes:

  • How they evaluate listings
  • Their use of your product
  • Their purchasing patterns, such as buying on special occasions like birthdays or holidays only, discount days, or bulk purchasing versus gradual purchasing

Let’s take once again our example with woodworking tools – some customers might want to buy a single tool at a time, getting comfortable with them before looking to expand their toolbox, while some might want to get a whole set at once and be done with it.

How does that make a difference for you?

Well, in the first case, you would want to create an individual listing for each product separately and indirectly refer to your other products in your EBC, while in the second case, you’d be better off offering a whole set with all the tools included.

Another example that shows the importance of behavioural segmentation would be to know how your customers value different elements of your listing when it comes to their purchasing decision.

For instance, do they scroll straight away to the reviews? Do they spend a lot of time figuring out which product is the best value-for-money? Or do they just glance at the pictures and decide from there?

4. Geographic segmentation

In business, geographic segmentation refers to splitting groups depending on where they live.


In the context of Amazon, if you’re only selling on a single marketplace like amazon.com. this is the least important kind of segmentation due to Amazon’s powerful reach in terms of logistics.

It can however still be useful in some cases – particularly if you are offering a product that is particularly popular in specific areas of your country.

If you are looking to sell internationally, then it becomes quite important – which country or countries have the highest demand for your products? Where are they located within this country? Do they have a local dialect? Sometimes the words customers use to search are different from the main language. Some markets where geographic segmentation is particularly important would be amazon india for instance due to the 28 official languages and many unofficial ones.

III/Identifying your audience

1-Reviews

So now that you know how to segment your audience, let’s look at some ways for you to define an audience based on a specific product.

Using reviews to map out the audience you should target is one of the main ways that Amazon sellers can get an idea of who their customers are. Here, you simply go through the reviews of the product and try to see if there are any tell-tale things like “I bought this for my husband” or “for a middle-aged man like me” or “it goes well with my plants”.

2-Competitor targeting

A second technique is to look at how your competitors are marketing themselves – if you see a product that has some nice lifestyle pics, it’s likely that they have done some sort of customer analysis themselves and try to represent the customer in their marketing sheets (or pictures). Beware, though, as they could be wrong themselves, so make sure you validate this using the rest of the techniques.

3-Forums

Places like Reddit or dedicated forums about the product’s topic is a great place to fish for information about your target audience and market. You can often just create a free account and get access to years of information, FAQs, and even detailed stories that will give you lots of details about your customer’s lifestyle and needs.

4-Youtube videos & comments

Youtube is also a great place to look into – once you find the videos that your target audience watches, you can examine the top videos’ content for clues about what your customers are interested in. Also, don’t forget to check the comments for more information, especially what they liked and disliked in the video.

5-Friends and family opinion

Lastly, you can simply ask your friends and your family for who they think would use a product. This can be a very open question or through a structured questionnaire – but my advice, don’t forget to offer them something back or they’ll procrastinate forever!

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