Rufus is already reshaping how shoppers discover products – we look at how to keep your content visible…
Launched last year, Amazon’s generative AI assistant is now powering a significant and growing share of search on the platform.
And, while that might not sound groundbreaking at first glance, it does mark a really fundamental shift in how consumers discover and interact with your brand.
Let’s dig deeper into why it matters – and what you should be doing next.
Generative AI is changing how we shop
AI-powered tools aren’t a novelty anymore – they’ve fast become a growing part of the shopping journey.
Research suggests that more than half of adults are now using generative AI tools like ChatGPT – or Rufus – for product research, and it’s clear that Amazon sees a big future here, with Rufus now integrated into the main search bar.
The retail giants haven’t shared exact usage figures yet, but there are plenty of cues suggesting significant traction.
Calculations based on this AWS blog last October point to more than 270 million Rufus queries per day which, based on Amazon’s 2 billion per day search totals, accounts for just under 14% of all Amazon searches at the time – a figure some analysts think might grow to a third of Amazon queries by the end of 2025.
What makes AI Search different from traditional SEO?
Unlike the keyword-led searches of the past, AI search:
- Interprets conversational queries and purchase intent.
- Shows results based on their relevance to the wording and context of the query.
- Prioritises rich, detailed product data and diverse content types.
This means that the content formats that best power your discoverability are changing fast – and relying on basic titles, bullets and white-background images just won’t cut it.
Rich Content is your new SEO Fuel
To be visible in AI-powered search like Rufus, your product content needs to do more than tick Amazon’s usual boxes.
This is because Rufus doesn’t just match keywords – it interprets intent, makes contextual suggestions and takes shoppers through a more intuitive and personalised journey.
To win visibility now, you should focus on:
Contextual storytelling in titles, bullets and A+ content
Rufus is built to respond to questions with helpful, curated answers that can also be informed by past purchases – so a shopper with plenty of family buys in their history who asks “what’s the right air fryer for me” could be guided to larger sized models, for example.
This means that your content now needs to spell out use cases, key features and customer benefits clearly – making sure it’s obvious who your product is for.
Lifestyle imagery that shows how and where products are used
Search is becoming occasion and purpose-led, with Rufus understanding prompts like “what do I need for camping” or “help me buy back-to-school stationery”.
And the right images? They help AI to better grasp usage and match your product to the right moments.
User reviews that reinforce product benefits and performance
Rufus is being trained to interpret sentiment and prioritise products with verified, relevant feedback first, so make sure your reviews tell the right story and are grounded in your product’s real-life strengths.
Clear comparisons and differentiators
Rufus can now break down the pros and cons of products against similar offerings, so your listings need to communicate what sets you apart in simple, scannable language.
Consistent data across platforms
AI relies on pattern recognition – so use consistent titles, attributes and content across Amazon, DTC and retail partners to improve your discoverability everywhere.
Go for keywords with intent, not just volume
Like voice search optimisation, you need to focus on real, search-driven phrasing that reflects how customers talk and shop – not just high-volume terms that tick SEO boxes.
4 ways to optimise for Rufus now
It looks like AI is going to be another storefront for the future, so now’s the time to revisit your optimisation strategy.
Here are a few key steps our experts suggest you take now:
- Audit your listings for content richness.
- Expand your image stacks – add in-situ shots, lifestyle visuals and annotated features.
- Update your PDP copy to reflect how real people describe and use your product/s.
- Think cross-channel – richer content helps AI beyond Amazon too, from Google Shopping to Meta AI and ChatGPT.
The Bottom Line
AI assistants like Rufus aren’t a future trend – they’re already shaping how at least 1 in 7 Amazon searches happen today.
For brands, it’s time to rethink discoverability through an AI lens, doubling down on richer content, smarter structuring and better alignment with how people browse for and ask queries.
And if you need an expert hand to update your Amazon content strategy for the AI age? Our team is here to help – click here to get in touch today.