When selling a product on Amazon, you must remember who you are selling to. What kind of customers is your product attracting? Knowing your target audience is a big advantage. It enables you to optimize your product listings by using specific keywords and images that appeal to your target audience, increasing visibility and attracting potential buyers. By focusing on a specific market or audience, you can differentiate your products by emphasizing features that appeal to them, allowing you to stand out from competitors.
In this article, we will go through everything you need to know on how to target your audience when selling on Amazon.
Is the Product Designed to Solve a Specific Problem?
This is the first question you must ask yourself when searching for a loyal target audience to buy your product. Every product has its purpose and functionality. That’s why customers search for what they need, which will help them daily. For example, a flashlight is needed in every home worldwide. That’s a product that solves a problem and has a large customer base. But if you like to narrow down your target audience, search for different categories and products.
Here are a few tips on narrowing your customer base and targeting a specific audience for the products your sell on Amazon:
- Do some market research
- Know your target audience
- Speak Your Customers’ Language
- Adjust your pricing strategy
- Use other marketing channels
Do Some Market Research
Before deciding which product to sell to a specific customer, conduct some market research. Market research will assist you in better understanding the product, determining where improvements can be made, and figuring out how many sellers are selling the same product. One excellent tip is to browse every category on Amazon. This will provide you with various ideas and niches to research. Market research can be time-consuming, but it will give you an advantage over your competitors.
Bonus tip: When researching the market, use Google Trends to analyze how many people search for a specific category and product. Google Trends has an additional feature that you can use to compare two or more categories simultaneously.
Know Your Target Audience
By researching the market, you will understand your target audience better. In general, people love to buy products that are related to their passions and hobbies. Two great examples are sports and music. You have a lot of different sub-niches and categories that will help you narrow down your target audience and give you a more loyal customer base. Remember that many of these sub-categories are very competitive, so choose a category with a strong fan base but lower competition. If you choose sports, great sub-categories include fishing, tennis, and golf gear.
Speak Your Customers’ Language
Speaking your customers’ language is an excellent way to connect with your customers on a more personal level. Different target audience on Amazon can have different slang, or if you’re selling abroad a foreign language. Adapting their slang and language when writing product descriptions would be best. Culture, age, and gender are three major factors that influence communication. It makes no difference which market you are in. You can only persuade customers to buy your product if you speak their language.
This little trick will increase your sales dramatically. Suppose you need to learn your audience’s slang and language. In that case, you can always hire a freelancer who understands the niche and language to help you with the product description and overall optimization.
Adjust Your Pricing Strategy
It’s much better to keep your pricing strategy simple when targeting a specific audience. By keeping your strategy simple, you have room to add coupons or interesting bundles that will be irresistible to ignore. Also, competitions are everywhere, so use repricing software to keep your prices lower than your competitors.
While lower prices are a great way to increase visibility, customers will gladly pay a few dollars more if you sell a higher-end product. As stated, research first, then know your audience, and pricing will follow naturally.
Use Other Marketing Channels
Amazon has over 2 billion monthly visits and is one of the best e-commerce platforms for getting organic traffic. While Amazon is a great place to sell products, it’s always a good idea to use other marketing channels, like:
- Social media marketing
- Your company’s website
Social media marketing is excellent for targeting a specific audience using short-form content like Instagram reels, Youtube shorts, or Tik Tok videos. Make a few video reviews of the products you’re selling, and use specific hashtags to target the audience for your Amazon products.
Another internet giant with the best search engine is Google, so having your own website is always a plus. While most traffic will come from your Amazon store, the brands/company website will also come in handy. Consider your website as a way to introduce yourself to new customers while including more information in addition to your Amazon store to keep current customers actively involved.