Amazon Rufus is the new AI that has been spinning for Amazon USA for months to change how people find products. Unlike the classic system of looking for a keyword, Rufus understands what the user really wants . Come on, he doesn't stay alone with words, but understands the intention behind the search. And he does it using text, images ... and soon also video.
Right now, it is "even in the soup" inside Amazon USA: you see it in the search results, in the product sheets, in the FAQs, in the reviews ... Rufus analyzes what you do and says: "Ok, I think you will like this." All this does with semantics and user behavior history, not just your clicks. Also your orders.
Index
Why do you interest this if you sell on Amazon?
Because it changes the rules of the game and, this time, it really does. Before, many seals and vendors, put Keywords in their listings as if there were no tomorrow. No now: now you have to work more the content. Rufus rewards the listings that are well written, with context, who speak as a normal person and are designed to answer what the client wants to know.
In summary: If you understand how Rufus thinks, you have more options that your products come out in the recommendations.
How to make your listings like Rufus?
1. Use relevant product titles
Nothing of "travel polishing." Better "Portable wireless polishing with rechargeable battery." The more specific and descriptive, the better. The easier you put it to Rufus, the better. If not, you run the risk that you do not understand what you say and, therefore, interpret it or classfique badly.
For example:
"Victorian -style wall mirror with ornate gold frame and beveled edges"
2. Texts in images, more than ever
Yes, Rufus also looks at the photos. If you put something “20 hours of battery | IPX7 waterproof” in the image, you help the system better understand your product. He is able to extract those texts through OCR and even answer the questions of the users with images he finds in the listing.
His last twist is that he is able to synthesize several images of product sheet in one to answer the customer more context.
3. Answer questions in normal language
Anticipate what customers ask and put it in the description as if it were a FAQ. You can find those questions within your product chips. Under the main image or near the reviews.
Example:
Q: Is it easy to clean?
A: Yes, it includes dishwasher parts and nonstick coating.
4. Tell why it matters what you sell
Do not say only "Viscoelastic mattress for dogs." Say that "it reduces pressure in the joints, ideal for older dogs." That the benefit is seen, not just the function.
5. Do Storytelling
Rufus values that you tell who the product serves (the custom person), when it is used, why. Write for people, not for an excel or for a bot. If you define the client archetype well, Rufus will understand it better.
Examples: how this looks in practice
| Element | Before (MEH) | Then (Rufus mode activated) |
|---|---|---|
| Qualification | Electric blender | COLD Press Liqueness with Silent Engine and easy cleaning for healthy juices |
| Image | Product photo without more | Image with text: "Cold Press - Low noise - easy to clean" |
| Description | Ideal for juices. | Extract low speed juice to conserve nutrients. Perfect for detox diets. |
| Q & a | Q: Does it make a lot of noise? Year | Q: Does it make a lot of noise? A: No, its silent engine is ideal for using it in the morning. |
| ALT-TEXT Image | Kitchen blender | COLD Press Light extracting orange juice in modern cuisine, ideal for healthy diets |
Conclusion
While it is true that, as of May 2025, Rufus as an assistant is not yet implemented in Europe, it is also true that it will come here sooner than later and that will reorder the search results. We will no longer have a single ranking for the products, each Rufus window will have different results according to the client's historical.
The results that Rufus shows are not aligned with those shown by the Amazon search engine. They are customized for each client. So we will touch us to rethink strategies 🙂
