AI shopping assistants such as Amazon’s Rufus answer shoppers’ questions, like “which water purifier is best for hard water in a small flat”, by drawing on product listings, reviews, customer questions and other information. For sellers, being recommended depends on listings that state specific facts about use cases, compatibility and specifications, reviews that describe real experiences, answered questions, and consistent information on the brand’s own website. Similar assistants are appearing in general AI tools, including shopping features in ChatGPT and Google’s AI Mode, and they rely on the same kinds of product data.
What Rufus is
Amazon introduced Rufus in 2024 as a conversational shopping assistant in its app and website, and has rolled it out to several markets, including India. Amazon has said Rufus is trained on its product catalogue, customer reviews, community questions and answers and information from across the web. Shoppers can ask it to compare products, explain features or suggest products for a need.
What sellers can influence
| Source Rufus draws on | What to do |
|---|---|
| Product title and bullets | State the product type, key specifications and main use cases clearly |
| Description and enhanced content | Explain who the product suits, how to use it and how it compares within your range |
| Attributes | Complete every relevant field: size, material, compatibility, capacity |
| Reviews | Earn genuine reviews that describe real use; fix problems reviews reveal |
| Customer questions | Answer questions accurately and quickly; they become part of the product’s information |
| Information across the web | Keep your brand website and other listings consistent with the Amazon listing |
Write for questions, not only keywords
Shoppers ask assistants about needs and situations. Add the facts that answer them:
| Keyword-style | Question-ready |
|---|---|
| Water purifier RO UV 7 litre | Suitable for water with TDS up to 2,000 ppm; 7-litre tank for families of four to five; wall or counter mounting |
| Laptop backpack waterproof | Fits laptops up to 15.6 inches; water-resistant fabric, not fully waterproof; separate charger pocket |
Accuracy matters: overstated claims lead to returns, bad reviews and assistants repeating complaints.
Other AI shopping assistants
- OpenAI added shopping results to ChatGPT search in 2025, drawing on product information from across the web.
- Google’s AI Mode and AI Overviews can show products, using Google’s Shopping Graph and Merchant Center data.
- Flipkart and other marketplaces have introduced AI-assisted shopping features.
For the brand’s own site, the product page and Merchant Center feed are the foundations. See ecommerce SEO for D2C brands and Amazon and Flipkart listing optimisation.
Test what assistants say
- Ask Rufus and other assistants the questions your customers ask about your category.
- Note which products are recommended and which facts or reviews are mentioned.
- Where competitors are recommended for a need your product meets, check whether your listing states that fact clearly.
Frequently asked questions
Can sellers pay to be recommended by Rufus?
Sponsored products can appear in shopping experiences, but assistants’ answers draw on listing information and reviews. Listing quality affects both.
Do negative reviews affect AI recommendations?
Assistants summarise reviews, so recurring complaints can appear in answers. Fixing the underlying issue is the only lasting solution.
Should listings mention competitors?
No. Marketplaces restrict competitor names in listings. Compare within your own range instead.
Sources
- Amazon, announcements introducing Rufus and its expansion
- OpenAI, shopping in ChatGPT search, 2025
- Google Merchant Center Help, product data for Google surfaces