How To Define Your Amazon Target Audience In 2021 [Guide]

Why Do I Need To Know My Target Audience?

Every Amazon business owner needs to know who their target audience is so that they can efficiently market their products to the customers who need them.

If you don’t understand your Amazon target audience, you’re unable to optimize your Amazon listing and increase the earning potential of your listings.

Once you’ve decided to open your Amazon FBA (Fulfillment by Amazon) store, you’ll need to set up your store appropriately. It is basic to attract your ideal customers.

Unlike a physical retail store, you’re not limited to one specific geographical location. You have a larger audience to target.

However, a larger audience does not mean you should try to market to everyone. Instead, it would help if you found your target audience to optimize your listings and increase your revenue.

If you’re not sure where to start with your Amazon target audience strategy, it’s best to work with a professional like Sunken Stone to ensure you have expert, hands-on help focused only on your brand.

Suppose you want to learn how to figure out your target audience to integrate into your Amazon strategy.

In that case, you’ll need to understand:

  • What A Target Audience Is?
  • Your Product Demographics, and
  • How To Market To Your Audience To Grow Your Amazon Business?

What Is A Target Market?

A target market is the specific type of customer that is likely to buy your company’s products.

What Is A Target Market Sunken Stone min

These buyers find a need or want in your product offering, so it’s essential to focus these customers.

While the idea of a target market can seem simple, it can become more complicated depending on your specific product. And how much of a diverse or wide customer base it appeals to.

Essentially, your Amazon target market is a collection of demographics that may be interested in your service or product.

How to Identify Your Amazon Target Audience

Understanding your target audience will help you create a strategy for your Amazon FBA business.

Before getting started, you need to ask yourself some essential questions to narrow down your target audience.

1.   What Issue Can Be Solved Through Your Product?

The idea behind any product is to create something that solves a problem or need of your audience. What need is being addressed through your product?

For example,

If you sell a nail polish remover, It is solving the issue of removing nail polish from people’s fingernails.

2.   Who Typically Has This Problem?

Now that you know what problem your product aims to solve, and what type of person will have this problem.

Is this a problem you can find in a business setting, family unit, or an individual’s problem? This might not be as specific yet, depending on how widely used your product is.

Here, for nail polish remover, the people who need to use this solution are those who wear nail polish.

3.   Are There Multiple Groups?

Not always will you have only one group of people who need to use your product.

You might have multiple target markets, depending on how they use your product. There may be various needs that can be solved with one product.

If you’re still having trouble identifying who your Amazon target audience is, you’ll want to first take a long, hard look at your existing customer base.

Who do you find is buying your product? If you have a customer database, you can easily pull this information to understand the common characteristics between them.

Once you’re able to find similarities between the customers who already purchase your product. You’ll be able to pick out specific characteristics to narrow down your customer base and identify your target market.

From there, you’re able to dive deeper into your customer profiles to understand their preferences and demographics. It can help you create a strategy for your marketing strategy.

Get Specific With Your Amazon Demographics Data

Once you have an idea of who is likely to want or need your service, it’s time to dive even deeper into the group of people you’re trying to market your product to.

There are many ways you can define your Amazon target audience, depending on the characteristics you determine are important to your business.

Here are some of the ways to narrow down your Amazon data a little further:


Taking your customer base and diving further into their specific demographics can explain their purchasing habits, daily life, and other essential details you’ll want to understand to adequately advertise your products to them.

Having this information can help companies create advertisements or product benefits that attract their ideal customer.

There are many different demographics you can learn about your target audience, such as their: nationality, race, religion, level of education, occupation, household income, family size, gender, and age.

If you currently sell on Amazon, you can check this information through your Amazon demographics report.


Your target audience might tend to live in a particular location. This might be as specific as a particular part of town or as large as an entire continent.

Typically you can narrow it down geographically based on retail outlets, neighborhoods, specific population thresholds, climate, cities, country region, country, or continent.


Psychographic segmentation categorizes people depending on the things they like to do, such as their interests or specific personality traits.

This is a significant finding you can use to market the same product to different demographics who find use in a brand or product.

Common ways you can segment psychographic may include opinions, interests, activities, social class, lifestyle, personal values, attitudes, and personalities.


This category specifically refers to the way that people behave in accordance with your products.

This can give you insight into the way your customers use or think about your products, which can help you identify specific customer issues and find solutions to solve them.

Some easy ways to separate behavioral segmentation may include occasions, user status, degree of loyalty, the readiness of the buyer, or the benefits expected by the buyer.

Adjusting Your Strategy to Fit Your Target Audience

Now that you’ve been able to identify your Amazon Target Audience correctly, you’ll need to change your marketing strategy to fit your customer’s needs.

Follow these steps to ensure you’re marketing the right way to your ideal customers.

Consider the Way Your Products Are Received

Consider the Way Your Products Are Received Sunken Stone min

There are some products that are universally accepted and don’t require you to change your entire strategy. For example, consider items such as candles or pens.

These items are typically used the same way, no matter where your audience is from, and won’t require special instruction or information in order for your target audience to adapt or use it.

However, once you start to get into more intricate products, such as electronics or clothing, you need to consider how your customers will use or interact with your specific product.

This means that if your target audience is in a different country than yours, you need to learn the local customs and how your customers like to use your product.

Understanding the difference can help you shape your marketing strategy to reach the customers who want your product.

For example, if you sell clothing in the United States, but your audience is based in Asia, your customers may find it difficult to order from you because their sizing chart is different from the United States.

Taking the time to add this additional information or conversion chart can help ensure your ideal target audience purchases your product.

Consider Your Audience

Consider Your Audience Sunken Stone min

Once you’ve determined how your products can impact your audience, it’s essential to only spend money marketing your products in the markets that matter.

You don’t want to invest in marketing on an Amazon marketplace that contains audience members who won’t find a need for your products.

Certain countries or cultures may not match your product, and Amazon won’t stop you from marketing to the wrong target audience.

Instead, it’s your responsibility to sell your products to your identified ideal customer.

Consider Your Pricing Strategy

Consider Your Pricing Strategy Sunken Stone min

There are always going to be products on Amazon that are selling for next to nothing. While that might work for some sellers, you first want to ask yourself what type of buyer your product attracts.

Are your buyers willing to spend more money on a quality product with fantastic customer service, or do they only care about the best deals possible?

Understanding their purchase mentality can help you accurately price your product to reach the majority of your target market.

Remember when creating your ideal pricing strategy to compare it with the current market pricing.

Comparing to already-existing companies can help you to ensure you’re not under or overpricing your products.

Move Forward With Your Amazon Target Audience Strategy

Creating the right strategy around your Amazon product to attract your ideal customers is a lot of work.

From understanding your product needs to analyzing and learning your customer’s demographics data, creating a marketing campaign takes a lot of work and time. Here at Sunken Stone, we help create brand strategies that work, giving you back your time to focus on the thing that truly matters, your business.

Download the Ultimate Amazon Success Guide by Sunken Stone

Frequently Asked Questions (FAQs)

How Do I Figure Out Who My Target Audience Is?

If you’re unsure who your target audience is for your product, you need to spend some time answering the following questions:

● What Issue Can Be Solved Through Your Product? What needs or wants can be solved by using your product?
● Who Typically Has This Problem? Think about the type of people who might have the problem your product can solve. Who are they? What are they like? How would you describe them?
● Are There Multiple Groups? Not always will you have only one group of people who need to use your product. You might have multiple target markets, depending on how they use your product. You may find that your project fills various needs with one product. Can you identify who these groups of people are?

Answering these questions can help you get an idea of who your ideal target market can be.

Why Do I Need to Advertise on Amazon?

Taking the time to advertise on Amazon ensures that your potential customers can find your products. This helps you to stand out from your competition and ensure that your product is getting the recognition it needs.


Share this with your tribe
Share on facebook
Share on twitter
Share on linkedin
Share on email
Related Guides
Additional Perks

You May Also Like:

Receive the latest original Amazon
content delivered to your inbox each week

No spam. No advertisements.


Performance-based Certified
Amazon Seller Partner



No spam. No advertisements.


2869 Historic Decatur Road
San Diego, CA 92106

1700 Westlake Ave N, Suite 200
Seattle, WA 98109


Performance-based Certified
Amazon Seller Partner



No spam. No advertisements.


2869 Historic Decatur Road San Diego, CA 92106

1700 Westlake Ave N, Suite 200 Seattle, WA 98109

Copyright © 2021 Sunken Stone. All Rights Reserved - Privacy Policy

Pin It on Pinterest

Share This