Shopping has transformed for customers to use keywords to search…
“Protein powder”
“Golf watch”
Amazon has combined it’s AI shopping assistant Rufus with Alexa+ to create a more personalised shopping experience across the Amazon app, website, and Echo devices. Rufus alone helped more than 300 million customers research compare and purchase products in 2025.
The goal?
Move the customers away from searching, and more towards simply asking. Imagine saying:
🗣️ “What is the best tequila for a summer BBQ?”
🗣️ “Recommend a good gift for a 5 year old who loves marvel”
🗣️ “Find me a golf watch under £500 with a great battery life”
What this means for brands: For years the focus has been on ranking higher, more views and better keywords, but now when customers stop searching like humans and start shopping through AI assistants focus changes.
The real question is, if consumers start asking AI what to buy… what makes your brand the recommendation?
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