Steven Pope

And I think by and large, the Rufus hype is because of AI hype, plus the fact we don't get a lot of new stuff on Amazon.

Right.

And so a lot of people are kind of talking about this idea that Rufus is going to change the selling platform as a whole.

Amazon self-proclaims that roughly 150 to 200 million monthly users in the US utilize Rufus.

I have seen multiple different companies do their own independent studies and get feedback from the general public that the actual numbers are closer to about four to 8% of total buyers on Amazon regularly utilize Rufus, right?

And so do I think that Rufus is overtaking

generic search.

No, I don't think Amazon wants that either, to be fair, because Amazon is built off of search.

The idea behind how to optimize for Rufus at the end of the day, and this is not just Rufus, it's any AI.

A lot of people don't understand the fact that majority of these AI right now are basically doing the exact same thing.

Same way you would optimize for SEO.

If you have a top ranking term for any type of keyword, you're going to likely rank really high in AI.

Second one is having things like FAQs on your page.

Does this actually solve the use case that people are searching for?

But people at the end of the day, by and large on Amazon, do not ask questions when they are searching for something.

This is why you don't see, for instance, any long tail keywords of a eight string of keyword question being advertised against because of the fact that that's not how people search for things on Amazon.

It's not how they buy things.

Rufus isn't going to change that at the end of the day.

So we're still going to be, by and large, probably very focused on that.

People are obviously are seeing as a search bot so they can ask questions around it.