And like many other AI across all retail media networks and shopping platforms, it’s evolving. Every. Single. Day. Case in point? Seven months after the launch of Rufus, Amazon announced sponsored ads would be shown based on relevance with users’ intentions.
The latest update is another exciting evolution: Rufus appears to have the ability to now index carousel images, mainly in answering customer questions, and referencing them in chat. This is important for the Amazon organic search not just related to Rufus, but across the board, as previously Amazon wasn’t indexing images at all.
With all this change, and a focus on AI, the strategies your brand implemented previously just aren’t going to cut it, especially with Amazon organic search. It’s critical for brands to realize and adjust strategies based on the fact that Amazon search is evolving from keyword matching to intent-driven AI. Brands that rely only on exact-match SEO will lose visibility as A9 advances - and losing in the organic space can have a detrimental impact on ads.
What Does it Mean for Your Brand, and What to Do Next
Outdated strategies are no longer enough - Code3’s Amazon SEO Strategists have identified two keys to success that will give brands a competitive edge in 2025:
An Emphasis on Image Carousels
With Rufus now indexing images to answer customer questions, there is extra free real estate to tout product highlights and answer questions that may otherwise stop a shopper from purchasing. Smart brands will take advantage. Our Creative Strategists work closely with our SEO and Copywriting teams to identify common questions and tap into buyers’ intent that can be leveraged within imagery.
One plus? This strategy will result in a cohesive PDP strategy that will reach shoppers efficiently no matter how they prefer to navigate on Amazon or take in information. Like reading every single bullet point? Copy will answer all your questions and then some. More of a visual learner? Images have you covered!
Move Beyond Keyword Matching
Instead of focusing on-page copy with keywords only, align your copy in general with customer intent and behavior. Keep in mind that keywords aren’t dead: they are still important, especially in areas such as the title, but by focusing on the intention of a consumer purchasing your product, the keywords will come naturally.
Not sure where to start when it comes to customer intent? Start with looking at your product reviews or asking Amazon’s AI Rufus. They can offer important information brands may not have thought of that can help enhance PDPs. For example, I’ve been shopping for Easter gifts for my children this year. Before I even clicked on a link, Rufus sparked shopping inspiration by offering answers to questions such as:
- Which Easter gifts encourage outdoor play and exercise?
- What types of Easter gifts are best for young readers?
- Are there any popular Easter basket fillers for toddlers?
If I were a brand selling a product that could be an Easter gift for kids, I’d be diving deep into these questions to see how my PDPs can answer these common questions. By leveraging my copy to capture a shoppers intent, my products are likely to show up for more consumers.
Additionally, brands should use data-driven strategies to optimize for Rufus and COSMO-driven discovery. And don’t forget about timing: nearly every product has its own seasonality - make sure you’re executing a tailored strategy when the time is right.
The only constant in Amazon selling is change, and it's never been more true. To edge out the competition now and gain long-term success, brands should be leaning into updating their organic strategy.