# Shopper Intent

The Shopper Intent tab shows how well your product listing answers the questions AI shopping assistants ask when recommending products. It scores the listing across nine shopper intent dimensions and rolls them up into a single GEO Score (Generative Engine Optimization, evaluated for Rufus on Amazon).

## GEO Score

The **GEO Score** at the top of the tab is the headline metric. It is a 0 to 10 number, calculated as a weighted sum of the nine per-dimension scores. The score is color coded so the result is legible at a glance: green for strong performance, yellow for average coverage, and red for listings that need work.

A tooltip on the "GEO Score" label confirms what GEO stands for: Generative Engine Optimization (Rufus on Amazon).

## Radar Chart

The radar chart on the left visualizes coverage across all nine dimensions. Each spoke is a dimension; the further the line reaches outwards on a spoke, the better the listing addresses that dimension. The scale on each axis runs from 0 to 5.

A balanced shape that reaches the outer edge indicates a listing that comprehensively addresses shopper intent. Indented spokes highlight dimensions where content can be strengthened.

## Dimensions Table

The table on the right lists every dimension with its score and a per-listing explanation:

| Dimension | What it evaluates                                                                                                                                |
| --------- | ------------------------------------------------------------------------------------------------------------------------------------------------ |
| Who       | Who it's used by (target audience)                                                                                                               |
| What For  | What it's used for and capable of doing (features, specific facts, quantifiable capabilities, functionality, situational context, lifestyle fit) |
| Why       | Why you would choose it over typical alternatives (unique features or differentiators supported by listing facts)                                |
| Outcomes  | Which outcomes it helps achieve (skill-building, UX improvement, emotional outcomes)                                                             |
| Where     | Where it's used (location)                                                                                                                       |
| How       | How it's used (application, care instructions)                                                                                                   |
| When      | When it's used (timing, frequency, seasonal relevance)                                                                                           |
| Used With | What it can be used with (complementary products / services)                                                                                     |
| Included  | What is included or not included                                                                                                                 |

Each dimension is scored from 1 to 5:

| Score | Rating                    |
| ----- | ------------------------- |
| 5     | Comprehensively addressed |
| 4     | Well addressed            |
| 3     | Somewhat addressed        |
| 2     | Barely addressed          |
| 1     | Not addressed             |

The dimensions are not weighted equally in the overall GEO Score. "What For" carries the highest weight, reflecting how much shoppers care about a product's primary purpose and capabilities. "Used With" and "Included" carry the lowest weight because they apply to fewer products.

The **Explanation** column shows a single-sentence summary, generated when the listing was scored, describing why each dimension received its rating and pointing to the relevant content from the listing.

## Where to Find It

The Shopper Intent tab is part of the [Product Page](/portal-pages/product-page.md), positioned between [Core Information](/portal-pages/product-page/core-information.md) and [Keyword Bank](/portal-pages/product-page/keyword-bank.md). It is available on Child and Parent ASINs once Autopilot has scored the listing.

## Using the Score to Improve a Listing

The most actionable use of the Shopper Intent breakdown is to identify dimensions that score 1 or 2 and strengthen the listing content to address them. A low score on **How** typically means the listing is missing usage instructions or care guidance; a low score on **Used With** suggests there is room to mention complementary products; a low score on **Who** points to an audience that is not yet explicit in the copy.

When the next optimization runs, Autopilot incorporates this signal automatically. The score then updates to reflect the improved coverage on the next scoring pass.

## Related

* [Core Information](/portal-pages/product-page/core-information.md) - Compare the live Amazon content against Autopilot's reference content for each field.
* [Optimization History](/portal-pages/optimization-history.md) - See when each optimization happened and what changed.
* [SEO Score](/metrics/seo-score.md) - The complementary keyword-coverage metric, scored alongside GEO.


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