Connect with relevant audiences in India with Amazon Ads
26 December 2023 | By Shaunakraj Deshpande, Marketing Manager
Advertisers trying to build awareness of their brand may often find it difficult to identify and reach the relevant audiences while introducing their brand proposition. To delve deeper into consumer habits while shopping online, Amazon Ads India collaborated with Kantar to conduct a study1 during November and December 2022, covering more than 5,000 respondents from 37 different towns and cities across the country. The study helps understand the reach of Amazon and the profiles of Amazon shoppers, which in turn may help create relevant campaigns and build awareness among consumers
Here are some of the key insights about Amazon audiences:
The majority of internet users in India engage with Amazon
Internet users in India visit Amazon for either product discovery or purchases
Amazon audiences are younger, educated and employed
Amazon users in India are adult Gen Z and Millennials 2
Amazon users in India graduated3 college or university and hold a bachelor’s degree, master’s degree, or Ph.D.
Amazon users in India are employed 4 in some kind of profession
(Around 14% of this group are working as professionals or in corporate jobs5)
Amazon audiences are digitally savvy in transactions and the payment space
Amazon audiences generally choose online payments
Amazon audiences generally choose credit or debit card payments
Amazon audiences generally choose online banking for their transactions
Amazon audiences opt for modern digital entertainment avenues
Amazon audiences use over-the-top (OTT) streaming services
Amazon audiences use music apps
Amazon audiences use gaming consoles
A large portion of audiences who own high-ticket discretionary products and premium brands access Amazon.
This is the extent of influence of Amazon among the people who own expensive or high-ticket discretionary items. At least two out of every three high-ticket discretionary product owners also access Amazon.
Home Appliances
Smart TV owners
Base-2460
Double-door refrigerator owners
Base –1619
Automatic WM owners
Base – 861
Modular kitchen owners
Base – 435
Dishwasher owners
Base – 71
Share of high ticket discretionary product* owners visiting Amazon.in (%)
Electronics
High End Smartphone owners (INR 15k+)
Base – 1523
Laptops, tablets and iPad owners
Base – 603
Smart Devices and Smart Wearables owners
Base – 217
Share of high ticket discretionary product* owners visiting Amazon.in (%)
Other Goods
4 Wheeler Vehicle owners
Base – 266
Credit card owners
Base – 713
Share of high ticket discretionary product * owners visiting Amazon.in(%)
Similarly, one out of three consumers who own premium brands across categories also access Amazon
Clothing brands
Beauty brands
Formal clothing brands
Sunglasses brands
Premium accessory brands
Watch brands
Sportswear/shoes
Casual wear brands
Luxury brands
Share of premium brand ** owners accessing Amazon
Here’s a deeper view into the behaviour of customers that shop on Amazon
Amazon customers are vocal and more likely to explore the latest trends, technology, fitness and healthy food products
Opinion Leaders
Early Adopters/Trend Setters
Fitness Fanatics
Fashionista
Technophile
Organic Food Aficionados
Share of Amazon audiences***
At least one third of Amazon audiences are likely to make impulse purchases, but prefer branded and quality products.
Brand Conscious
Quality Seekers
Impulse Buyers
Amazon users love to travel, from shorter weekend outings to longer domestic and international trips
Trip Planners 6
Domestic Travellers 7
Weekenders 8
Globe Trotters 9
Perception of ads
As per the study, among those who see ads on Amazon, there was high engagement with the ad, which may have led to higher trust in the ad content and may have culminated into trials for newer brands showcased in the ads.
Engage with the ads
Trust the ad content/claim
Trying new brands showcased in ads
Here’s how your brand could leverage Amazon’s relevant reach
- As per the study, engagement, trust and new brand trials can be quite high for Amazon users. Therefore, build brand or product awareness by using upper-funnel ad solutions such as display ads, video ads and audio ads.
- Ensure that your brand campaign is relevant to consumers. Use first-party audience signals based on audience demographics and lifestyles to help tailor campaigns.
1 Kantar and Amazon Ads, IN, Nov–Dec 2022; number of survey respondents: 5,129
2 Adult Gen Z: Users 18–24 years of age; Millennials: Users 25–34 years of age
3 Graduate Audience: Users who have a graduate level of education and above (bachelor’s, master’s, Ph.D.)
4 Employed Audience: Users who work full time or part time
5 Professionals and Corporate Employees: Users who work in corporate firms or work as professionals (doctors, lawyers, CAs, etc.)
6 Trip Planners: Users who like to plan their trips on their own
7 Domestic Travellers: Users who take a domestic vacation (in India) at least twice a year
8 Weekenders: Users who frequent theatres, malls, bakeries, restaurants, premium cafés, etc., at least once a month; and also embark on weekend outings at least 2X or 3X a year
9 Globe Trotters: Users who travel abroad at least once a year
* High-ticket discretionary products: These are the products with high ticket size/prices that consumers typically spend more time and effort to learn about before making a purchase.
**Brands that were mentioned during the survey: Sportswear/Shoes: Nike, Adidas, Puma, etc., Casual wear: Levi’s, Wrangler, Pepe Jeans, etc., Watch: Fossil, Guess, etc., Clothing: Max, Westside, etc., Formal clothing: Louis Philippe, Allen Solly, Wills, Blackberrys, etc., Sunglasses: Ray-Ban, Oakley, etc., Beauty: Mac, Bobbi Brown, Huda Beauty, etc., Premium accessories: Hidesign, Charles & Keith, Aldo, etc., Luxury: Armani, Gucci, Louis Vuitton, Michael Kors, etc.
*** Opinion Leaders: Users whose family and friends solicit their opinions; they write blogs, provide reviews/feedback on shopping sites/apps, etc.
Early Adopters: Users who create new trends in social circles by trying new styles; they like trying new brands/products and tech gadgets
Technophiles: Users who stay up to date on new tech developments and gadgets
Fashionistas: Users who like to keep up with the new fashion trends
Fitness Fanatics: Users who exercise at least 2X or 3X per week and/or follow a specific workout routine (yoga, Zumba, etc.)
Organic Food Aficionados: Users who are willing to pay a premium for organic products