Operator glossary
Demographics report (Brand Analytics)
Who actually buys you — age bands, household income, education, gender, marital status of your customers — the audience truth that ends persona guesswork, where available.
Brand Analytics' demographics view breaks your buyers into age, household income, education, gender, and marital-status bands (US, thresholds permitting) — actual purchaser composition rather than the persona deck's assumptions. Brands are routinely wrong about their own skew until they look.
It redirects money quietly: creative and A+ imagery cast to the real buyer, DSP and Sponsored TV audiences aligned to measured bands, gifting angles surfaced when purchaser and user demographics split (buyer is 55+, product is toys — write for grandparents). Check it quarterly; it drifts as products and rank move.
The numbers
- Bands: age, household income, education, gender, marital status — actual purchasers, subject to minimum-volume thresholds.
- Use: casting creative, aligning DSP/CTV audiences, detecting buyer-vs-user splits (gifting).
Primary sources: Amazon Brand Registry (official)
Related terms