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What is Rufus?

Rufus is Amazon's AI shopping assistant. It reads listing content and answers shopper questions conversationally, which means your listing can be surfaced without the shopper ever seeing a search results page.

Why it matters

This changes what belongs in a listing. An assistant can only answer a question if the answer is written down somewhere, so listings optimised purely for keyword matching frequently cannot be used to answer anything specific.

Three things help: state measurements and compatibility as numbers rather than adjectives, answer the questions your reviews and Q&A keep raising, and cover the edge cases people ask before buying.

"Compact" is unusable to an assistant. "6.5 cm diameter, fits standard bike bottle cages" can be matched against a real question.

Related

Terms that come up alongside this one

COSMO
COSMO is Amazon's semantic search model, which interprets what a shopper is trying to accomplish rather than matching query text to listing text literally.
Backend search terms
Backend search terms are a hidden keyword field Amazon indexes but shoppers never see. The limit is 250 bytes, and exceeding it can void the entire field rather than truncating the overflow.

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