In the last couple of months, we’ve been hearing about AI all day, every day. Everyone and everything claims to be using AI these days. Marketing tools, dating assistants, deep fake scams, you name it. I think no one was surprised to hear about Rufus, the latest generative AI-powered shopping assistant, recently introduced by Amazon. 

My first reaction to this announcement wasn’t how this would help me as a consumer, but how this would impact my work as a marketer. We are still in the very early stages of this adventure, but we can already do some guesswork. Let’s quickly review the announcement, then try to imagine what the implications are for the millions of businesses selling on Amazon.

Who is Rufus?

First thing first, who is Rufus? Rufus is Amazon’s new shopping assistant that uses generative AI to enhance customers’ online shopping experience. It can provide personalized assistance directly within its mobile app and can handle a wide range of customer inquiries. 

This tool was trained on Amazon’s extensive product catalog, customer reviews, community Q&As, and information from across the web. It can help customers with broad product research, at the start of their product discovery journey. For instance, a customer interested in running shoes may ask Rufus “what to consider when buying running shoes?” or “what are the differences between trail and road running shoes?”. Once the customer knows what to look for, they may ask more specific questions and recommendations, such as “What are the best train running shoes for a beginner?”. 

Rufus will also help answer more specific questions related to a product, that we can assume uses information found within Amazon’s product reviews, like “are these durable?” Rufus offers tailored advice and product suggestions to users, to make the shopping process easier and more convenient. Will the buying process feel “artificial” compared to reading reviews? Only experience will tell. 

Launched only in beta to a select group of U.S. customers, Amazon plans a gradual rollout of Rufus to more users in the coming weeks. Amazon’s CEO, Andy Jassy, stated that Rufus is a significant improvement in customer experience and will simplify product discovery and selection through a more intuitive and conversational interface. 

Rufus is part of Amazon’s broader customer-centric strategy to integrate generative AI technology within its services. It represents just one aspect of the e-commerce giant’s ongoing investment in AI, which includes a wide range of tools and services aimed at both consumers and businesses. From AI-generated review summaries to assistance for third-party sellers in creating listings or logistics optimization, Amazon heavily invested in AI in the last two decades. 

Even more than trying it myself, I am excited to hear what customers think, how the shopping experience will change, and how big Rufus will be in Amazon’s ecosystem.

What Are The Potential Consequences of Rufus for Amazon Sellers?

Now that we know what Rufus is, the goal for sellers is obvious: having their product recommended by Rufus as often as possible. 

Rufus isn’t a superhuman who has ordered and tried every product sold on Amazon; it uses data from Amazon to help customers make purchasing decisions. This includes product data, reviews, Q&A, UGC, and more. I believe having the most “Rufus-optimized” content will be key for sellers if it happens that a significant part of Amazon traffic will come from AI in the future. Basic sections like product title, bullet points, and everything customers can see will matters, but also the backend with keywords now having even more importance than ever. 

I’ve always said that product reviews, including on your competitors’ products, are a goldmine of information on customer attributes, behavior, and on the market. I bet that Rufus will also heavily use these reviews to provide recommendations. Rich, positive reviews should, of course, help products be recommended to customers. There is a fine line between black hat tactics (such as incentivizing customers to post 5-star reviews) and what is allowed by Amazon, but sellers must do whatever they can to get the best rating. This isn’t new, rating always mattered on Amazon. What I think is new is the importance of the review content. Having specific keywords in reviews will be a lot more important than in the past. For example, if many customers ask Rufus “What are some easy to clean running shoes?”, the keyword “easy to clean” will become more important. 

There are some concerns with Amazon pushing its own private labeled products, or what is the most profitable for Amazon, instead of showing customers the most relevant items. There is no evidence that this will be the case at the time, but I believe regulators will be monitoring that part.

Ultimately, following Amazon’s announcement, I believe sellers must do three things: 1 – Monitor the adoption of Rufus by customers, and try it themselves to see how it works and what the experience is like. 2 – Read industry reports on what the best practices are, which brands will learn with experience. 3 – If experience shows it is necessary, optimize their listings to be more Rufus-friendly.


Amazon’s Rufus, one of the giant’s latest developments in AI, could be a game-changer, both for consumers and marketers. Rufus is Amazon’s attempt to make shopping more personalized, intuitive, and convenient. For sellers, it may be a wake-up call to get our product listings Rufus-ready. This means nailing the product details and keywords but also focusing on gathering genuine, helpful customer reviews. It’s all about making sure Rufus picks our products to recommend to shoppers. The journey with Rufus is just starting. It is still early to tell how impactful it will be, but it will be interesting to see how customers react to this new feature.