Athleisure market insights
By: Tushar Subramaniam, Senior Analytics and Media Manager, and Ashton Brown Technical Writer
Shoppers within a specific category often show unique patterns in their purchase journey. In this collection, we help brands understand how to reach relevant audiences based on how they browse, buy, and engage with Amazon.
We often say in advertising, “If you try to sell to everyone, then you’ll end up selling to no one.” Knowing and understanding your brand’s specific audience, their interests, and their shopping patterns are critical elements in driving a successful campaign. In a world where each conversion can be brought about through billions of possible signal combinations, Amazon Ads audience insights help break through the noise. Our goal is to connect your brand with your intended audience at the right time and place.
In previous research, we found lifestyle-oriented behaviors are an effective way to increase reach and ad relevance. In the Amazon Ads Audience Lifestyle Collection, we take a deeper look at lifestyle behaviors to provide advertisers with audience insights. In the collection we explore four audience personas: Entertainment, Athleisure, Heathy Lifestyle, and Eco-Friendly across three regions: United Kingdom, United States, and Canada. Here, we analyze the signals of the Athleisure audience— specifically, how and when they shop, what types of products they shop for, and what types of content they stream to show how Amazon Ads can help businesses throughout the brand journey, from brand awareness to basket growth.
Our recommendations to reach this large-scale audience on Amazon are to explore advertising opportunities in Streaming TV ads across preferred genres, and to invest in campaigns according to customers' browse and buy preferences. To find out how to activate these audiences as part of your brand-building strategy, reach out to an Agency Development Manager.
- Audience discovery: First, we analyze 400,000+ items sold on Amazon to gain insights on what consumers are browsing and buying.
- Develop insights: Second, we look at the shopping journey, including when this audience shopped or browsed, what device types are used to shop, and media streaming patterns.
- Create insights-driven recommendations: Third, we suggest ways for brands to reach this audience in relevant ways.
Source: Amazon Advertising Canvas study— 2021