Amazon Shoppers: Need-Based vs. Information Gatherers

Amazon Shoppers: Need Based Versus Information Gatherers

Many Sellers don’t think enough about their intended audiences, often lumping all Amazon shoppers into one group. But not all customers are the same, and they don’t shop with the same intentions. By recognizing and understanding these differences, you can boost your sales and fine-tune marketing strategies. Knowing what drives each type of shopper allows you to create more efficiency throughout the entire Amazon product lifecycle.

While the pool of potential customers on Amazon may seem endless, you’ll mostly encounter two primary types of shoppers: needs-based shoppers and information gatherers. Each group has its unique shopping habits and preferences that impact how they find a product and, ultimately, if they purchase it.

In this post, we’ll dive into these two types of shoppers, with a special focus on information gatherers. These shoppers, unlike need-based ones, are more open to influence through your messaging, positioning, and marketing strategies. Plus, we’ll highlight how Intellivy’s tools can help you attract and convert this audience, setting you up for success on Amazon.

Need-Based Shoppers vs. Information Gatherers on Amazon

Consider two friends, Sarah and Alex, both shopping for coffee mugs on Amazon. Sarah is a need-based shopper; she knows that she wants a specific insulated mug, so she types “brand + insulated coffee mug” into the search bar and finds exactly what she’s looking for. She comes to Amazon with her decision mostly because she values specific quality and features.

Alex, on the other hand, is an information gatherer who isn’t quite sure what he wants just yet. He starts with a broad search like “mugs for coffee,” sifting through the various options and comparing styles, features, and prices. He’s open to discovering new brands and products, even features he may not have initially had in mind. 

For Amazon sellers, understanding these two different shopping behaviors can shape how you target your audience and optimize your listings. Information gatherers offer a unique opportunity as they’re influenced by product descriptions, reviews, and overall listing highlights.

Understanding Need-Based Shoppers on Amazon

Need-based shoppers on Amazon know exactly what they want and look for specific products to meet their needs. In fact, Amazon customers complete nearly 30% of their purchases in 3 minutes or less.

  • Type in specific niche keywords: Needs-based shoppers are very clear about what they want. They typically use precise, niche keywords when they search. Instead of browsing broadly, they’ll type in exact terms like “Stanley 32oz cup.” This shows us that they’re well-informed and have already narrowed down their options before even starting their search.
  • Know what they want: These shoppers know exactly what they want and have a direct, purposeful shopping journey. They don’t spend much time browsing or comparing multiple products. Instead, they go straight to the item that meets their specific criteria. For instance, if they’re looking for a specific electronic, they’ll search for that exact model, check the product details, and make a purchase without much deviation.
  • Driven by functions and features: Needs-based shoppers are driven by the specific functions and features of the products they’re interested in. They focus on specifications that meet their needs, like battery life, resolution, or device compatibility. Their buying decisions heavily rely on how well a product’s features align with their requirements.

Needs-based shoppers are typically ready to make a purchase and are less influenced by fluffy marketing. They know exactly what they need, making them relatively straightforward to target. They can best be persuaded by educational content and guides that best inform them on how your product is going to solve their needs. However, their smaller proportion compared to information gatherers means that focusing solely on this group might limit your potential reach.

Understanding Information Gatherers
(Where Amazon Sellers Should Focus)

Information gatherers make up a large proportion of Amazon shoppers, often starting with broad searches to explore their options. Amazon’s recommendation engine, which personalizes the shopping experience by suggesting products based on user behavior, helps these shoppers find what they’re looking for and contributes to 35% of the company’s sales.

  • Use generic keywords: Information gatherers typically start their shopping journey with broad, high-traffic search terms. Instead of specific product names or niche keywords, they go for general phrases like “best kitchen gadget” or “top-rated screen protectors.” This shows they’re just starting their research, exploring options before narrowing down their choices. By casting a wide net, they get to see a broad range of products, reviews, and recommendations, which helps them form a clearer picture of what’s out there.
  • Don’t know exactly what they want: Unlike needs-based shoppers who have a clear idea of what they want, information gatherers are all about exploring. They browse different categories, read reviews, compare products, and usually take their time making decisions. Their journey is more about gathering as much information as possible rather than following a direct path. They want to make an informed decision, weighing all their options before deciding. They might add several items to their wishlist or cart, revisit product pages, and dive deep into customer feedback to help them decide.
  • Looking for answers to subconscious questions: These shoppers are often on the hunt for answers to questions they might not even realize they have. They’re guided by a need to solve a problem or improve some aspect of their life, even if they can’t clearly explain what they’re looking for. They’re highly receptive to content that educates and informs, like detailed product descriptions, how-to guides, comparison charts, and customer reviews. Their goal is to uncover insights that address their needs and provide solutions to problems they might not have initially considered.

For information gatherers, engaging and informative content is crucial. They are drawn to detailed product descriptions, high-quality images and videos, comprehensive reviews, and comparison charts. Amazon describes this as the “consideration” stage — a key moment in the shopping journey when customers actively explore different products to meet their needs or desires. Content that answers their questions and provides valuable insights can significantly influence their purchasing decision.

How to Capture Information Gatherers with Intellivy’s Polls

So, how do you capture the attention and interest of information gatherers? The key is to provide comprehensive, insightful, and engaging content that piques their curiosity. Your listing should highlight pain points and showcase your product as a potential solution.

Market research is a powerful tool to get that information, and it used to be downright expensive. Fortunately, that’s not the case anymore with Intellivy. We offer a suite of market research tools specifically designed to help you understand these potential markets. With real consumer insights, you can make your listings stand out to customers who are in the exploratory phase.

Let’s walk through some examples of how Intellivy’s market research tools to better capture information gatherer shoppers on Amazon:

  • Marketplace Polls for Launch Preparation or New Product Development: Gauge interest and preferences before you launch a product, or begin to create it. This will help you better understand what information gatherers are looking for, enabling you to see what features or benefits are most appealing to include in your product listing.
  • Image Stack Polls for Growth Hacking: Helps select compelling visuals that resonate with potential buyers. We know visuals are key so this poll can help you choose which ones best convey your product’s value.
  • Purchase Barrier Polls for Growth Hacking: Identifies and addresses common concerns that may prevent purchases. Now you can proactively address concerns or hesitations among information gatherers directly on your listing.

Unlocking the Power of Information Gatherers on Amazon

While trying to capture as many customers as possible used to be a key strategy, Amazon’s success now comes from knowing who your audience is and targeting them effectively. Gone are the days of throwing everything at the wall and hoping it sticks — it’s all about refinement and strategic decision-making. While needs-based shoppers are straightforward to target, they make up a smaller part of the market. On the other hand, information gatherers, who make up a significant 40%, present a much larger and more lucrative opportunity. 

By using Intellivy’s market research tools for the digital shelf, you can effectively capture and convert this crucial segment of the marketplace regardless of where you are in your product’s lifecycle: ideation, launch preparation, or growth hacking. Focusing on information gatherers allows you to create detailed, engaging content that addresses their questions and guides them toward informed purchase decisions. With Intellivy’s insights, you can refine your product offerings and marketing messages to ensure they resonate with this influential group, driving your success with Amazon shoppers.

Don’t miss out on this opportunity to elevate your Amazon business. Start leveraging Intellivy’s powerful tools today and watch your conversions take off!