Product Categories and The Demographic Report Query

Hey all, I recently came to work for a company who sell through Amazon, and I wondered if anyone here has some insight on Categories.

Indexing for keywords is one thing, but managing to get products in to the right category seems impossible. We have a best-selling digital tv box that is ranked highly as a “satellite tv receiver” despite not being a satellite device at all.

Similarly, we have hats ranking for “girls skullies and beanies” when the keywords are all to do with Unisex.

So, my query is does Amazon use Demographic data of customers to decide the category? Have a higher number of customers with children / who are female bought the hats and that prompted the bestseller rank to be in that category?

It’s kind of a chicken and egg situation where I want to know if Amazon is telling me “Hey, girls buy this more!” or if it’s just misinterpreted our product completely like with the Satellite Box.