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Amazon’s AI assistant Rufus is already in ~40% of shopping sessions, and according to Amazon CEO Andy Jassy, customers who use it are 60–100% more likely to purchase.
Most brands haven’t adjusted.
Tyler Mazur (Head of Amazon @ Pilothouse) breaks down what Rufus is actually changing inside Amazon — from how products get discovered to how listings are interpreted across text, images, and context.
For DTC founders and Amazon operators who want to stay visible as AI-driven discovery becomes the default
What we cover:
- What Rufus is actually doing inside the Amazon shopping experience
- Why product discovery is shifting from keywords → problems
- The marketing words that add zero value (and what to say instead)
- Why Rufus reads your product images for context
- How backend keywords should be used now
- A simple 3-part plan to improve visibility this week
Who this is for:
Brands selling on Amazon that want an edge beyond just spending more on ads
What to steal:
- Replace vague adjectives with real use-case language
- Add context everywhere: PDP, backend, images
- Make your listings easier for AI to understand, not just humans
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