🛑 Attention Amazon Sellers

Have you seen the “Customers Ask” block above Amazon’s search results? They’re not pre-written FAQs. They’re real questions generated and ranked through user interactions with Amazon’s Rufus chatbot.

Every click and query in Rufus trains the system to surface these as conversion-tested headlines. If you think they don’t impact SEO, you’re missing a huge opportunity bc Amazon has already A/B tested them for you.

✅ What to do:

• Echo those questions in your bullets, A+ headlines, and Store sections.

• Think of Rufus as a new CRO (Conversion Rate Optimization) tool.

• Don’t underestimate the power of behavior-driven semantics in ranking.

As Andrew Bell and others covered in “Rufus: The Blueprint” Rufus is far more than a chatbot. It’s a click-training system designed to convert.

📰 What you need to know

👉 LLM-powered assistants like ChatGPT, Perplexity and Grok are making homepages obsolete. Consumers no longer “visit” stores, but ask an AI what to buy.

Strategies to survive:

1. Price leadership: Walmart benefits from scale and buying power.

2. Logistics dominance: Amazon wins on speed and delivery reliability.

3. Content leadership: Brands that provide trusted expert advice will be recommended by LLMs.

The key to the new SEO is create authentic, useful content that teaches AI to recommend your brand.

👉 Amazon expands same-day and next-day delivery to over 4,000 rural areas in the U.S. by investing $4 billion through 2026 to triple the size of its delivery network: Asbury, Iowa and North Padre Island, Texas.

👉 Nintendo pulls products from Amazon US after conflict with third-party sellers. This sounds like the old Nike 1P history. Nintendo withdrew from Amazon US after unauthorized sellers undercut official prices using bulk imports from Southeast Asia. Amazon tried to fix the issue with authenticity labels, but it wasn’t enough.

The result? The record-breaking Switch 2 wasn’t available on Amazon US, though it was sold in Canada, Japan and the UK.

👉 Rufus is all over. Now it also helps finding the best product in the search results

👉 And more SEO and search twerks. Amazon is now testing “new products” shortcut for search.

💡 Pro Tip: Use keyword groups to unlock Amazon organic ranking

If you're still optimizing keywords one by one, you're behind. Amazon’s A9 algorithm ranks keyword clusters, not isolated terms.

That’s why I built Keyword Groups, a free tool that reverse-engineers your Search Term Report to uncover root → subroot → keyword structures with actual performance metrics like sales, spend, CTR, and CVR. Upload your bulk search term file and instantly see which clusters Amazon is rewarding with rank and which ones are draining your budget.

With CSV exports and dynamic filters, this tool helps you restructure campaigns, cut wasted spend, and scale profitably by leaning into what the algorithm actually sees.

Try the tool out for free here

By Anthony Nguyen

⚒️ Software & Services

As we do every week, here are 2 recommendations. This week 2 great Youtube channels

• Honest FBA

• Junglr, Elizabeth Greene’s agency channel