How to tailor your product listing to attract the right customer segment

Not all customers on Amazon are the same - even when they search the same thing 🔍

Take "face serum" for example.

When someone searches for that on Amazon, they’re actually part of sub-markets with different shopping habits.

One shopper compares 10+ listings, another only buys sensitive skin products (me), while others shop on weekends or never look past the top 2 rows.

Your listing may rank for the keyword - but is it even reaching the right audience?

👉 Why this matters: To win on Amazon, it's not just about showing up in the search results.

𝗜𝘁’𝘀 𝗮𝗯𝗼𝘂𝘁 𝘁𝗮𝗶𝗹𝗼𝗿𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗹𝗶𝘀𝘁𝗶𝗻𝗴 𝘁𝗼 𝗮𝘁𝘁𝗿𝗮𝗰𝘁 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝘀𝗲𝗴𝗺𝗲𝗻𝘁.

Here’s how you can optimize:

1️. Understand sub-market behaviors:

Are your customers price-driven? Ingredient-conscious? Looking for something new? Know who you're targeting.

2️. Tailor your listing copy:

Speak directly to each sub-market. Highlight pain points like hydration, anti-aging, or pigmentation and how it's being solved with ingredients like hyaluronic, vitamin C etc. (as someone influenced by every new trend on Insta, I’ve practically earned a degree in skincare!)

3️. Leverage market basket analysis:

Look at what shoppers are placing in their cart along with your face serum. Are they buying other skincare products or home essentials? Build bundles or cross-promote items to increase sales.

Getting granular ensures your listings convert more shoppers into buyers.

The right message, for the right audience, at the right time.

Is your listing speaking to the right sub-markets?