Uncovering New Market Segments – Amazon Alexa

Written by Gia Blawas – 13 March 2025

How has Amazon Alexa impacted the country with its sales?

For multiple years I have been contemplating purchasing an Amazon Alexa device. I’ve always wondered if it could improve the quality of everyday tasks, or even if it would simply be fun to use. In November 2024, I finally pulled the trigger and ordered an Amazon Alexa Echo Dot from Target.com during a Cyber Monday sale. This device has changed the trajectory of my every day tasks, in a positive way.

The Amazon Alexa devices are a part of millions of people’s daily routines. How does Amazon successfully segment their marketing tactics?

There are multiple types of market segmentation that organizations like Amazon use properly.

These types of segmentation could be:

Demographic Segmentation, Geographic Segmentation, Psychographic Segmentation, or Behavioral Segmentation (Dave P 2025).

Amazon Alexa – Demographic Segmentation:

Amazon aims for specific age groups to purchase the Alexa devices. They determine which age groups would benefit from the product best, and then determine why. For example, people who are not, “tech-savvy,” may be interested in having Alexa on standby to help them figure out things from the temperature outside to adding items to a digital grocery list.

Amazon Alexa – Geographic Segmentation:

Where will the Amazon Alexa products thrive? For example, will the Alexa do better in specific areas such as businesses, or homes? Alexa is targeted to people to help them with everyday tasks, wherever your tasks are done, it can be useful.

Amazon Alexa – Psychographic Segmentation:

What are the lifestyles and values of the people purchasing the Alexa? For example, someone who is very busy with work and other activities might ask Alexa to make a to-do list or set a timer for something specific. Or, someone who is self-employed and has their own business might use Alexa to put clients in a schedule.

Amazon Alexa – Behavioral Segmentation:

What are the buying habits of the target audience? Alexa can make people’s busy lives easier and more efficient. Someone who has constant events in their lives and not much time to themselves to achieve basic tasks might use Alexa to make those things easier and more convenient.

References

P, D. (2025, March 4). Segmentation, targeting, and positioning (STP): Your roadmap to an effective marketing strategy. The Marketing Hustle – Marketing & Brand Strategy Insights To Grow Your Business. https://themarketinghustle.com/marketing-strategy/segmentation-targeting-and-positioning-road-map/#elementor-toc__heading-anchor-1