01
1
Amazon Replaced Its Shopping AI — And It Now Controls What Customers See Before Search Results Do
On May 13, Amazon swapped out its Rufus shopping chatbot for a new AI assistant called 'Alexa for Shopping,' which now sits in front of every search bar on the platform. When a shopper types a query, this AI answers first — before any product listings appear. For sellers, this means that if your product listing isn't optimized for this new AI-driven discovery layer, your visibility during Prime Day 2026 (just weeks away) could take a serious hit regardless of how much you spend on ads or inventory.