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1、Todays Amazon ShopperBuyer Personas for Each Demographic2 FEEDVISORAmazon has over 300 million active customer accounts.1As a business selling on Amazon,it is crucial to understand the needs and preferences of your target audience in order to maximize sales and grow your business on the platform.Thi

2、s report will provide a deep dive into each demographic,including their average spend,shopping habits,and the products and features they are most interested in.By understanding what each group is looking for on Amazon,you can tailor your offerings,messaging,and marketing strategies to better appeal

3、to your target audience and drive engagement,retention and growth.Whether you are a brand looking to reach a new customer base or an existing seller looking to expand your reach,this buyer persona guide will provide valuable insights to help you reach your goals on Amazon.Who is Shopping on Amazon?1

4、 Amazon 2023Marissa Incitti Associate Director of Content for Feedvisor3 FEEDVISORTable of ContentsWHAT IS GENERATIONAL SEGMENTATION AND WHY IS IT IMPORTANT?GEN-Z SHOPPERSMILLENNIAL SHOPPERSGENERATION XBABY BOOMERSSILENT GENERATIONLOOKING AHEAD4 5 7 9 11 13 15All data was commissioned and analyzed b

5、y Feedvisor.It was distributed online from July 1319,2022,among a sample of 2,014 U.S.adults who have purchased a product on Amazon within the last 6 months.Results from the full survey have a margin of error of plus or minus 2.2 percentage points.All numbers have been rounded to the nearest percent

6、.Zogby Analytics conducted the survey on behalf of Feedvisor.The respondent pool encompassed all age ranges and income levels as well as Prime and non-Prime members to provide a true snapshot of what the overall market wants from retail experiences.4 FEEDVISORWhat is Generational Segmentation and Wh

7、y is it Important?For most Amazon businesses,the term“generational segmentation”might be unfamiliar.This is the process of dividing a market into distinct groups of consumers based on their age and birth year.This type of segmentation is considered to be the first and most important piece of segment

8、ation for Amazon sellers and brands because it helps them to better understand the values,preferences,and buying behaviors of different age groups.Segmenting provides 90%of businesses with better knowledge about their audience.1By segmenting the market based on generations,Amazon sellers and brands

9、can tailor their marketing and product offerings to better meet the needs and wants of each specific group.For example,Baby Boomers(born 1946-1964)are often more price-sensitive and value quality and reliability,while Gen X(born 1965-1980)tends to be more focused on convenience and efficiency.On the

10、 other hand,Millennials(born 1981-1996)and Gen Z(born 1997-2012)are more likely to prioritize experiences,personalization,and social responsibility.Knowing these differences allows Amazon sellers to create products,messaging,and marketing strategies that resonate with each generation,which can help

11、them to increase sales and build stronger relationships with their customers.1 NotifyVisitors 20225 FEEDVISORWhich Generation Should You Focus On?Purchasing Power by GenerationSilent GenerationBaby BoomerGeneration XMillennialGen ZAs we deal with a fluctuating economy,the future of consumer spending

12、 is largely influenced by the purchasing habits of Millennials and Generation Z.Both of these generations are a significant commerce opportunity,due to their high buying power and spending habits.Millennials currently have a collective annual income of$2.5 trillion and by 2030 this number will nearl

13、y double to$4 trillion1 However,it is crucial not to overlook or ignore the older generations of Generation X,Baby Boomers,and the Silent Generation.Despite their advancing age,they still hold significant buying power and purchasing influence.1 Brookings 2018Older generations account for more than h

14、alf(54%)of the U.S.purchasing powerIn recent years,these older generations have become increasingly tech-savvy and are turning to e-commerce and platforms like Amazon for convenience.They appreciate the ease and speed of online shopping,making it a convenient option for busy lifestyles.Brands and bu

15、sinesses that are able to cater to their needs and preferences are likely to see a boost in sales and customer loyalty.2%32%30%31%5%6 FEEDVISOR1 Apptus 20222 Influencer Marketing Hub 20223 Bloomberg 2021Generation Z is currently the third biggest generational group and accounts for 20.7%of the US po

16、pulation.2 Their spending power is on the rise,with an estimated$360 billion in disposable income,more than double what it was estimated at three years ago.Although Gen Zers have billions in disposable income,it can be difficult to get them to spend their money as they are regarded as thrifty consum

17、ers,choosing to save about a third of their income on average.3 Digital natives:They have grown up with technology and are comfortable with online shopping,mobile devices and social media.Value-driven:They prioritize value for money,sustainability and ethical sourcing when making purchases.Influence

18、d by peers and social media:They are heavily influenced by the opinions and recommendations of their peers and social media influencers.Experiential:They seek out experiences,both online and in the real world,and are willing to pay for them.Savvy with money:They are cost-conscious and financially re

19、sponsible,often using technology to compare prices and make informed decisions.Diverse and inclusive:They are a more diverse and inclusive generation,and expect brands to reflect those values.To get them to part with their hard-earned money,keep these six characteristics that define Gen Z shoppers i

20、n mind for content,promotions and advertisements:Gen Z Amazon Shoppers (born between 1997-2012)65%have purchased something based on an influencers recommendations17 FEEDVISORGen Zers Behavior On AmazonAverage Spend per Month:$51-$100Frequency of Purchasing:36%purchase from Amazon at least weekly,wit

21、h 7%purchasing dailyTop 3 Product Details Noticed:Price,Image,Prime Eligibility Gen Zers Respond Positively to Ads and New TechnologyGen Z shoppers tend to have positive interactions with ads,despite not being very trusting.They find Sponsored Ads helpful(43%),and 71%notice product suggestions.After

22、 listening to or watching an ad on a different platform,52%have visited Amazon.Theyre also more engaged with video and social ads than any other ad type.As digital natives,Gen Z shoppers are more open to purchasing products from a game,with 40%saying they have done so.Augmented reality(AR)is another

23、 interest of Gen Z.Almost half(48%)have said they used the 360 option on Amazon to view products in their space,with 90%stating their willingness to use it.1Social Media is a Large Part of Purchasing DecisionsAbout half of Gen Z shoppers in the US feel that social platforms are better for finding ou

24、t about new products than online searches,making social media one of the most viable options to reach this audience.A majority of Generation Z consumers have also stated they buy products from Amazon they see in their social media feeds,with the most popular being Instagram,TikTok,and Facebook.Knowi

25、ng this,Amazon Live could be the perfect space to sell to Gen Z consumers.The top purchased Amazon categories for this generation are Beauty&Personal Care,Cell Phones&Accessories,and Clothing,Shoes&Jewelry.1 Statista 2022Selling Tip:Your brand must be credible and authentic in order for this generat

26、ion to trust your advertising.What They Buy on AmazonTop 5 Purchasing Categories:Home&KitchenCell Phones&AccessoriesClothingElectronicsBeauty&Personal CarePositive ReviewsProduct Appearance/QualityPriceFast Shipping73%58%58%55%Why They Buy on AmazonHow They Buy on AmazonSmartphoneComputerWhen They B

27、uy on Amazon*Gen Zers spend 21-40%of their holiday budgets on Amazon7%68%Cyber MondayPrime DayBlack Friday8 FEEDVISOR1 Ivesp 20222 Statista 2021The most talked about and controversial of generations,Millennials surpassed Baby Boomers as the largest adult generation living in the US in 2019.2 Their p

28、opulation is now estimated at over 72 million and is typically described as the first generation to grow up in the age of the internet and technological advances.Millennials have a reputation for spending unnecessarily and splurging on entertainment compared to older generations.They choose to spend

29、 more on convenience,online shopping,travel and experiences,as well as streaming services.Tech-savvy:They are comfortable with technology and use it for research and purchases.Experiential:They place a high value on experiences and are willing to spend money on them.Brand-conscious:They are brand-co

30、nscious and loyal,and place a high value on products that align with their personal values and beliefs.Health-conscious:They prioritize health and wellness,and seek out products that support those values.Ethical and sustainable:They are interested in products that are ethically and sustainably produ

31、ced,and are willing to pay a premium for such products.Collaborative:They often consult friends,family,and social media before making purchases,and are open to recommendations from others.Diverse:They are a diverse generation,and expect brands to reflect those values in their marketing and products.

32、In order to craft a winning strategy for Millennials,keep these seven traits in mind:Millennial Shoppers (born between 1981-1996)86%of millennials make purchases online with 67%preferring it19 FEEDVISORMillennial Shopping Behavior On AmazonAverage Spend per Month:$101-$200-higher than any other gene

33、ration Frequency of Purchasing:56%at least once a week,with 10%making daily purchasesTop 3 Product Details Noticed:Price,Image,Prime EligibilityMillennials Need a ChoiceMillennials are the generation most likely to skip or ignore most forms of advertising,especially video ads that interrupt a stream

34、ing video.Theyre more likely to interact with your brand if given the option to“opt-in”for your company to reach out to them.It is more likely for them to click on ads that are livestreamed,audio,or displayed on social media,with 60%visiting Amazon after listening or watching an ad on another platfo

35、rm.When it comes to the metaverse,Millennials are eager to enjoy all it has to offer,with 47%saying they have made a purchase within a game.This makes sense since they were the first generation to grow up with video games and online communities.Influencers Are Strong MotivatorsMillennials are the gr

36、oup most likely to make a purchase from an influencer,with 54%saying they have done so.The most popular categories theyve purchased from because of an influencer are Beauty&Personal Care,Home&Kitchen,Cell Phones&Accessories,and Clothing,Shoes&Jewelry.These categories typically have products perfect

37、for explainer videos such as“how to use”or“how to wear.”Selling Tip:Millennials enjoy co-creating content,entering contests,participating in activities and feeling they are part of the community.Create a contest as part of your next promotion.Top 5 Purchasing Categories:Cell Phones&AccessoriesGrocer

38、yClothingElectronicsBeauty&Personal CareLow Shipping CostsPositive ReviewsPriceProduct Appearance/Quality81%58%57%57%How They Buy on AmazonSmartphoneComputerWhen They Buy on Amazon*Millennials spend 41-60%of their gift budgets on Amazon15%75%What They Buy on AmazonWhy They Buy on AmazonCyber MondayP

39、rime DayBlack Friday10 FEEDVISOR1 West Virginia University 20222 Statista 2022Often called the“Forgotten Generation,”Generation X represents$2.4 trillion in purchasing power in the US1As one of the smallest generations in the US making up just 19%of the general population,Generation X is often consi

40、dered an after thought when formulating marketing plans,despite having one of the largest portions of purchasing power.2They tend to have a mix of traditional and modern values,but enjoy convenience as well as in-person experiences.This generation is the most likely generation to shop for items on s

41、ale,since they value good deals and take advantage of them by using coupons.Price Sensitive:This generation is often price-sensitive,and they may be more likely to compare prices and search for deals before making a purchase.Busy Lifestyle:Generation X is often balancing work and family,making them

42、time-conscious and likely to value convenience in their shopping experiences.Independent:They are independent and make purchasing decisions based on their own needs and preferences,rather than being heavily influenced by peer pressure or advertising.Versatile:Generation X is known for being adaptabl

43、e and able to navigate multiple channels for shopping,including in-store,online,and mobile.Quality Oriented:This generation values quality and is willing to pay more for a product that is well-made and will last.Work-focused:They are often busy with work and family responsibilities,and value product

44、s that simplify their lives and save time.Brand-loyal:They tend to be brand-loyal,but are open to trying new products that offer better value or improve their quality of life.To market effectively to Gen Xers,keep these seven traits in mind:Generation X Shoppers(born between 1965-1980)11 FEEDVISORAv

45、erage Spend per Month:$101-$200Frequency of Purchasing:47%purchase at least weekly,and 9%purchase dailyTop 3 Product Details Noticed:Price,Image,Prime EligibilityAds and New Technology SkepticsGen Xers tend to be skeptical of marketing hype,so it is important to highlight product functionality and q

46、uality.Ads that showcase this are also the ones they are more likely to click on:video,product,and social ads,with 48%saying they have visited Amazon after seeing one of these ads.Emphasize flexibility,work-life balance,and make your ads as personalized as possible for the best chance of conversion.

47、Like Millennials,Generation X is a fan of the metaverse,with 47%saying they have made a purchase within a game.They are eager to try new technologies like augmented reality,with 40%saying they can see themselves using this technology to virtually try on clothes,and 39%saying they can see themselves

48、viewing a product in their home before purchasing.Gen Xers Trust InfluencersAs early tech-adopters,Gen Xers have fully embraced social media with many becoming influencers.They tend to trust the word of their peers,with 51%saying they have made an Amazon purchase after watching an influencer demo a

49、product.Top categories that do well on social media for this generation include Beauty&Personal Care,Home&Kitchen,Clothing,Shoes and Jewelry,and Electronics.Selling Tip:Generation X loves freebies and coupons so show them some love and they will return the favor with long-term loyalty to your brand.

50、Top 5 Purchasing Categories:Home&KitchenCell Phones&AccessoriesClothingElectronicsBeauty&Personal CareLow Shipping CostsPriceFast Shipping82%60%58%SmartphoneComputer*Gen Xers spend 41-60%of their gift budgets on Amazon18%73%Prime DayCyber MondayBlack FridayGeneration X Shopping Behavior On AmazonHow

51、 They Buy on AmazonWhen They Buy on AmazonWhat They Buy on AmazonWhy They Buy on Amazon12 FEEDVISOR1 Yahoo 20222 Statista 20223 Statista 2022Experienced:They are experienced shoppers with a wealth of purchasing history,and tend to be informed about products and their value.Value-driven:They prioriti

52、ze quality and reliability over price,but they are also willing to pay a fair price for a good product.Independent:They are not easily influenced by advertising or peer pressure and prefer to make purchasing decisions based on current needs.Active:Baby Boomers are generally an active generation and

53、are interested in products that support their lifestyle,such as fitness equipment or travel gear.Traditional:They are often traditional in their purchasing habits and may be less likely to try new products or technology.Brand-loyal:This generation is known for its brand loyalty and they may stick wi

54、th brands they have trusted for years,rather than trying new or lesser-known brands.Community-focused:They value community and social connections,and often seek out products and experiences that bring people together.To craft a winning Amazon strategy for Baby Boomers,keep these seven traits in mind

55、:Baby Boomer Shoppers (born between 1946-1964)Baby Boomers hold 51%of all wealth in the United States1Baby Boomers are an important segment of the population,with an enormous economic influence that controls most of the wealth of any generational group in the country.Of the nearly 70 million,many ar

56、e approaching retirement age or have already retired and are focused on downsizing.2 Commonly depicted in viral memes with old-school tendencies,Boomers were long thought of as in-person shoppers only.However,they are now the fastest-growing e-commerce demographic as an outgrowth of COVID,which push

57、ed many to overcome their anxiety.In fact,86%of Boomers in the US did their holiday shopping on Amazon in 2022.313 FEEDVISORAverage Spend per Month:$51-$100Frequency of Purchasing:35%make a purchase weekly,with 2%making daily purchasesTop 3 Product Details Noticed:Price,Image,RatingsMake Ads Clear a

58、nd Give New Tech OptionsBoomers are apprehensive when it comes to advertisements,with 31%tending to notice ads through TV commercials,and 20%said they then went to Amazon after watching a commercial.Like other generations,the top two ad types that Boomers click on are Video and Product ads.When putt

59、ing ads together,it is important to keep in mind many wear glasses and have a harder time reading small text.In ads,pay attention to font size,visual contrast,and button sizes,all of which affect conversions.Boomers are tech-savvy but have less trust in technology compared to younger generations.Hal

60、f do not plan to buy in the metaverse,and over a third do not plan to use QR codes,Buy Now Pay Later,or try on products virtually.The Most Social GenerationThis generation is more social than you may think,with about 82 percent of Boomers1 belonging to at least one social media site,and Facebook bei

61、ng their most popular site of choice.The top three categories Boomers purchase from social media are:Beauty&Personal Care,Home&Kitchen,and Clothing,Shoes and Jewelry.Reviews and ratings are a large part of decision making for this generation,with 62%saying they trust reviews left by others on Amazon

62、 products.Boomers also have the power to influence a wider range of people,as they often are part of multi-generational families.Selling Tip:Facebook is the most popular site for Boomers,and where you should focus your marketing efforts when trying to reach this group.Top 5 Purchasing Categories:Hom

63、e&KitchenPet SuppliesGroceryClothing,Shoes and JewelryBeauty&Personal CareProduct Appearance/QualityPriceLow Shipping Cost80%65%52%SmartphoneComputer*Baby Boomers spend 21-40%of their gift budgets on Amazon28%64%Cyber MondayBlack FridayBaby Boomer Shopping Behavior On Amazon1 ForbesHow They Buy on A

64、mazonWhen They Buy on AmazonWhat They Buy on AmazonWhy They Buy on Amazon14 FEEDVISORWhile one of the smallest generations,shoppers in the Silent Generation rank as one of the wealthiest,and are the hardest to convince to part with their money.Shaped by both World War II and the Great Depression,the

65、se shoppers are looking for essential products and items that will make their life easier.They value stability and have a strong sense of loyalty.They also value the relationship they create with the retailer they shop from.Frugal:They are often frugal,having experienced the hardships of the Great D

66、epression and World War II.They value getting the best deal for their money.Brand-loyal:They value well-established brands and are more likely to stick with a brand they trust,rather than trying new or lesser-known brands.Prefer In-Store Shopping:They prefer to shop in-person,rather than online,as t

67、hey like to physically touch and see products before making a purchase.Conservative:They tend to be more conservative in their purchasing decisions,valuing practicality and durability over trendiness.Attention to Detail:They pay close attention to detail and are often cautious about making purchases

68、,taking time to research products before making a decision.Value for Quality:They value quality over quantity,and they are willing to pay more for a product that is made to last.Personal Connection:They value the personal touch and interaction they receive when shopping in-store,and they may prefer

69、shopping at small,locally-owned stores rather than big chain stores.Keep these seven traits in mind when forming strategies for the Silent Generation:Silent Generation Shoppers (born between 1928-1945)51%of Silent Generation shoppers say they are fans of loyalty programs15 FEEDVISORAverage Spend per

70、 Month:$51-$100Frequency of Purchasing:29%make a purchase weekly,with 3%making daily purchasesTop 3 Product Details Noticed:Price,Image,RatingsSimple is Best for Ads and New TechThe Silent Generation is skeptical of ads,with only 14%influenced by Amazon ads on other platforms.One reason is the compl

71、exity of campaigns and the ads themselves.They prefer messaging that highlights product quality,reliability,and guarantees.They are also more likely to engage with video and product ads and least happy with retargeting ads.While they may wait for deals,they have little patience for technology,with 7

72、2%never buying in the metaverse,61%never trying on virtual products,and 57%avoiding QR codes and Buy Now Pay Later.They are open to augmented reality with 360-degree product views.Facebook and Pinterest are the Go-To Social ChannelsNot the most social of the generations,they tend to shop through Fac

73、ebook and Pinterest the most with the top two purchasing categories being Beauty&Personal Care and Clothing,Shoes&Jewelry.They are not interested in influencers,with 68%saying they have not purchased anything from an influencer.This makes sense since some influencers can come across as“fake”while th

74、is generation values the truth.Selling Tip:This generation prefers simplicity.Copy should be straightforward and use images appealing to values like family,patriotism,community,and respect.Top 5 Purchasing Categories:Home&KitchenGroceryClothing,Shoes,&JewelryBooksBeauty&Personal CareProduct Appearan

75、ce/QualityPriceLow Shipping Costs77%61%50%SmartphoneComputer*Silent Generation spends 1-20%of their gift budgets on Amazon57%32%Cyber MondayBlack FridaySilent Generation Shopping Behavior On AmazonHow They Buy on AmazonWhen They Buy on AmazonWhat They Buy on AmazonWhy They Buy on Amazon16 FEEDVISORL

76、ooking AheadUnderstanding the values and preferences of different generational segments is key to effectively targeting audiences on Amazon.By creating content and advertisements that speak to their needs and values,and by pricing and promoting products in a way that aligns with those values,Amazon

77、sellers and brands can increase the appeal of their products to specific generational segments.Luckily,Amazon offers a variety of advertising options that can be used to reach specific audiences,including sponsored products,sponsored brands,sponsored display,and Amazon DSP.By leveraging these advert

78、ising options,brands and sellers can effectively target their audience by demographic,geographic,and behavioral criteria,and present their products in a way that is relevant and appealing to the target audience.Audiences can be targeted by keyword,product category,specific products,interests,views,b

79、ehaviors,and demographics.It is also important for Amazon brands and sellers to understand the role of audience targeting and building the right segmentation approach.By considering factors such as lifestyle and in-market behavior,sellers and brands can create more targeted and effective marketing s

80、trategies that resonate with their target audience.There are other layers of segmentation that can be applied,such as behavioral segmentation,which is critical on Amazon due to the wealth of data available on customer behavior,such as search behavior and product page views.Ultimately,the goal is to

81、understand the key consumer target and position content and advertisements in a consumer-centric way,rather than a product-centric way.This means focusing on the needs,values,and behaviors of the target audience and tailoring marketing strategies accordingly,rather than simply focusing on the featur

82、es of a product.Additionally,its important to keep an eye on up-and-coming generations,such as Gen Z and Gen Alpha,to stay ahead of the curve and ensure continued success on Amazon.As each generation ages and the economy goes through its normal fluctuations,the purchasing power for each generation w

83、ill tip in the favor of those more in the middle.That is not to say the bookend generations will not have any influence,but from a strategic stand point,a majority of marketing efforts should be placed where the current purchasing power is held-Millennials and Generation X.If your product or catalog

84、ue appeals to multiple generations,make certain you create a plan that meets each generations needs and values,from ad creative to ad type,a personalized and tailored approach is what will win sales in this saturated market.17 FEEDVISORGet a Free TrialSchedule DemoDrive demand and conversion with re

85、al-time pricing and advertising optimizationEfficiently target key audiences through DSP and sponsored adsHolistic analyses and actions for customer journey managementPrecise,SKU-level insights and actionsActionable target market intelligenceSaaS Technology and managed servicesMaximize Your Amazon S

86、uccess by Connecting with the Right Audiences:Unlock Your Potential NowAdvertising|Pricing|Intelligence|Strategy|Brand Experience|Content87%average YoY sales growth 81%average YoY profit growth 57%average YoY ad sales growthSee Where You Can Reduce Costs with a FREE Personalized Demo We know budgets are tight this quarter,let us help you manage expectations and reduce ad spend.Your demo covers:Discuss your overall business and Amazon goalsNo commitment to start your FREE trialSee a live demo of Feedvisor360 in actionClient Results Spotlight