In the US beta of Rufus (AI shopping assistant), Amazon is occasionally displaying products marked as “Sponsored” directly within the chat. This is currently in testing; there are no dedicated booking or targeting options for Rufus at this time. Delivery appears to be based on relevance and performance signals (including text relevance, price/availability, ratings, conversion). A broader rollout or EU launch has not yet been announced.
What do sellers & vendors need to know?
Align listing quality with advice-oriented searches: Optimize titles, bullets, and A+ specifically for use cases and occasions (e.g., “gift for dad”). Add FAQs to the PDP so your products appear more frequently in AI answers like Rufus.
Expand PPC with question-based keywords: Build campaigns around specific searches like “best running shoes for flat feet.” These keywords often have a higher conversion rate and provide valuable insights for further campaigns.
Strengthen relevance and trust: Ensure stable prices, good availability, and strong reviews. Use variations, comparison tables, and Prime/FBA to increase your conversion rate and get recommended more often.
