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Target Audience

By Ulf. 31 Jul 2026

Target audience

The Target audience attributes let you describe who a product is intended for. This information is used to guide customers to suitable products and can also be required for compliance in certain product categories.

Available attributes:

Adult content: indicates whether the product is intended for adults only
Suggested age group: the recommended age group for the product
Suggested gender: the recommended gender for the product

Note: Suggested age group and Suggested gender matter most for categories like clothing, toys, and accessories, where the right value helps customers filter to products meant for them, for example separating kids' shoes from adult shoes, or menswear from womenswear. Fill these in whenever they clearly apply to the product.

Setting up Target audience attributes

1. Enable the attributes

Go to Assortment → Products → Product Settings.

In the panel on the right, locate the Product Attributes section. Scroll down until you find the Target audience heading.

For each attribute you wish to use, click the edit icon and select your preferred visibility option, then click Save.

2. Add target audience details to a product

Go to Assortment → Products and open the product you wish to edit.

Scroll to the bottom-right of the product page. You will find the Target audience fields, where you can fill in the relevant details for each attribute.

If you have any questions, please contact customer support.