Amazon’s latest AI tools are making Xmas shopping faster and easier than ever for customers this year, with features like Rufus (the conversational shopping assistant), AI Shopping Guides and Amazon Lens helping shoppers find the perfect gifts with less effort – and there are opportunities for brands here too…
Because while yes, these tools are designed to simplify the customer experience, there’s plenty of potential for those who know how to take advantage.
By optimising your listings for Amazon’s AI, your brand can improve visibility, engage potential customers more effectively and boost conversions through this critical sales period.
But how? We asked our award-winning experts and this is what they said…
Optimise for AI Shopping Guides
By highlighting key product features, explaining technical terms and consolidating customer-friendly information, Amazon’s AI Shopping Guides are designed to help buyers make confident decisions.
Make sure your brand is featured at its best by:
- Making product descriptions clear and concise, keeping your product benefits front and centre and avoiding jargon (unless it’s absolutely necessary, in which case you should team it with simple explanations).
- Emphasise your products’ key features in bullet points – AI prioritises the most relevant details, so this format makes the right content easy to extract.
- Leverage your customer reviews, because positive reviews with specific details about your product’s features or benefits can influence how your product is surfaced in AI guides. If, for some unknown reason, you’re not proactively seeking reviews from happy customers, now’s the time to start.
Be ready for Visual Shopping with Amazon Lens
Now Amazon Lens is here to help shoppers search by scanning barcodes, sharing screenshots and snapping photos, your brand needs to be capitalising on the possibilities by making your listings as visually appealing and relevant as possible.
Here’s how…
- Only use high-quality images, showcase your product from multiple angles and include close-ups of important details.
- Add alt text to your images, because it helps Amazon’s AI better understand what you’re showing – and that increases the chances your product/s will surface in visual searches.
- Focus on standout packaging or design features – products with distinctive visuals are more likely to catch a customer’s eye in an AI-powered result.
Tailor your listings for Rufus and Voice Search
Amazon’s conversational shopping assistant, Rufus, helps customers find tailored recommendations quickly – for brands? This means you need to be optimising your listings for natural language queries.
What to do…
- Build in conversational keywords, using phrases shoppers are likely to say, like “best gift for a tech lover” or “great stocking stuffer”.
- Focus on intent-driven language, including terms that reflect buying motivations, like “durable”, “easy-to-use” or “gift-ready.”
- Cover FAQs in your listing – begin by anticipating customer questions and continue by going through your reviews and answering queries, clearing confusion and tackling any issues directly within your content.
The Bottom Line
AI is changing how customers shop – and brands who optimise their listings to align with these tools can gain a serious competitive edge, not just this Christmas but far into 2025 and beyond.
From crafting clearer descriptions and using high-quality visuals to tailoring your content for voice and visual search, these small adjustments have the potential to drive big returns in an increasingly AI-powered marketplace.
Need help to get your listings AI-ready? Let’s chat about how our award-winning experts can help you thrive this holiday season and beyond.