Why AI-Powered Shopping Assistants Mean Product Pages Need to focus on selling your product – not just stuffing high volume search terms

Amazon has recently launched Rufus – it’s AI-powered shopping assistant, and with other retailers, including Boots, set to launch similar personalised shopping services in 2025, ensuring your products can be discovered via these channels will be key for sellers.

What is an AI-Power Shopping Assistant?

Amazon's Rufus AI is an artificial intelligence system designed to aid online shoppers. It utilises machine learning algorithms to deliver customised product recommendations, improve search outcomes, and customer experiences. By examining user preferences and behaviour, Rufus creates personalised shopping experiences to increase engagement and sales.

Shoppers can ask Rufus questions about the type of product they are looking for, and get tailored suggestions, for example a request for 'men’s hiking boots recommendations' returns suggestions around:

• ‘best for ankle support’

• ‘best waterproof’

• 'most stylish’

• 'best rated’, etc.

• The shopper then goes through a decision tree style shopping experience to get a personalised recommendation.

Ai-powered shopping assistants move shopping beyond the traditional search bar and results page, meaning it’s important for sellers to look at their overall product page content (e.g. unique product features, ratings & reviews, pricing, stock levels, etc) and not just an SEO focus strategy that is packed with high volume search terms.

 Sellers need to review their product page content (known as the 'Digital Shelf') to ensure that their products are discoverable through this route – it’s no longer just about keyword stuffing – unique product features, reviews, pricing strategy, stock & rating will now become more important than ever - and inform which products Rufus displays to shoppers.

Amazon’s further signalled this with their recent product title announcement with the goal to reduce keyword stuffing and improve shopping experience.

Where does Rufus AI get its information from?

Rufus AI gathers data from a variety of sources, including product catalogue, user interactions, and external databases. It uses real-time inputs from websites, e-commerce platforms, and social media to stay up-to-date. Additionally, Rufus AI continuously learns from customer feedback and browsing patterns to refine its recommendations and predictions.

Do you need help auditing your product category?

eKim Commerce provide services to audit your product page content against best practices and review your product category versus competitors to understand key items such as – trending product features, pricing strategy and review & ratings.

Contact to discuss an audit and review your product content.