Introducing Feeding Rufus: Your Guide to Amazon's AI Assistant

Amazon just changed the rules of the game, and most sellers are still playing by the old ones.

Rufus, Amazon's AI shopping assistant, isn't just another feature. It's a fundamental shift in how brands and products get discovered, evaluated, and purchased on the platform. While traditional search still exists, Rufus is increasingly becoming the first point of contact between shoppers and brands.

The challenge? Nobody has a clear playbook for how to win with Rufus yet. Until now.

Welcome to Feeding Rufus

Feeding Rufus is our deep-dive series, where we break down how it works, what information it prioritizes, and most importantly, how you can optimize for it.

This isn't just another series of hot takes or surface-level observations. We've been researching Rufus since its launch, testing theories, analyzing patterns, and documenting what actually works. Now we're pulling back the curtain and sharing everything we've learned.

What You'll Learn

This series will give you clarity on the questions that matter most for your brand:

How does Rufus decide what to recommend?

We'll break down the algorithm, the signals it's reading, and what influences its recommendations.

Where does it source its information,  and what does it prioritize?

Understanding Rufus's data sources is critical to optimizing your content strategy.

What updates are rolling out that you're missing?

Amazon moves fast. We'll keep you informed on the changes that matter.

How are shoppers actually using Rufus?

Real consumer behavior insights that will inform your optimization strategy.

How do you optimize your listings so Rufus actually finds you?

The actionable steps you can take today to improve your visibility.

Who This Series Is For

If you're a marketer, a brand owner, or anyone selling on Amazon, this series is built for you. Whether you're just learning about Rufus or you've been experimenting with optimization strategies, we're going to give you the framework and insights to make it work in your favor.

Why This Matters Now

The opportunity exists right now because most brands are still in "wait and see" mode. They're watching from the sidelines while early movers are already optimizing listings, refining content strategies, and capturing market share. They’re building an advantage that will compound over time.

The reality is that this window won't stay open. Once the majority adapts, the competitive advantage disappears. The brands that move now will be positioned to win, while late adapters will spend years fighting to catch up.

Let’s Feed Rufus Together

Over the coming weeks, we'll be sharing insights, guides, and everything we learned. Make sure to follow our page to stay updated, and let's feed Rufus together.