Overview

Amazon's Demographics dashboard gives brand-registered sellers a detailed look at who is buying their products. By breaking down customers by age, household income, education level, gender, and marital status, sellers can make smarter decisions about marketing campaigns and product strategy. This tool is available exclusively through Brand Analytics in the US marketplace.

Key Points / What Sellers Need to Know

• Brand Registry required — Only sellers with a Brand Representative role assigned to a brand registered in Amazon Brand Registry can access this dashboard. You must be internal to the brand and responsible for selling it on Amazon.
• US marketplace only — The Demographics dashboard is currently available only in the US store, so international-only sellers won't have access to this feature.
• Minimum customer threshold — Brands must have at least 100 unique customers within the selected time period to appear in the dashboard, a privacy measure that protects buyer anonymity.
• Data differs from Business Reports — Sales figures in the Demographics dashboard will not match your standard Business Reports because the dashboard only includes sales where demographic data is available.
• Single brand view — You can only view one brand at a time to prevent double-counting customers who purchase from multiple brands under your account.

How the Dashboard Works

The Demographics dashboard displays aggregate data about the customers purchasing your brand's products. For each demographic segment — age group, household income bracket, education level, gender, and marital status — the dashboard provides three core metrics: number of unique customers, ordered product sales, and ordered units. Each metric is also shown as a percentage of the total, making it easy to spot which segments drive the most revenue. The data reflects the primary account holder on each Amazon.com customer account rather than the actual end user of the product.

Understanding Data Gaps and "Unknown" Buckets

Not every Amazon customer has complete demographic information on file, which means certain segments may show a high percentage labeled as "Unknown." The dashboard includes a toggle at the top of the page that lets you show or hide these Unknown buckets, so you can view the breakdown either with or without incomplete data. Additionally, a metric value displayed as a dash ("-") simply means data was not captured for that particular time period. Sellers should factor these gaps into their analysis rather than treating the available data as a complete picture of their customer base.