Shoppers now ask Amazon's AI assistant questions instead of only typing keywords. Here is how to write listings that work for both search and Rufus.
For years, Amazon listing optimisation was mostly about keywords: find the terms shoppers type, place them in the title and bullet points, and fill the backend search terms. Keywords still matter. But shoppers increasingly use Rufus, Amazon's AI shopping assistant, to ask questions such as which product is best for a small kitchen or whether a jacket is warm enough for winter.
Rufus answers those questions using the information on your listing, your reviews and the questions customers have already asked. A listing that only repeats keywords gives it very little to work with.
Write titles for clarity, not keyword volume
Amazon's title rules now limit length for most categories to 200 characters, restrict certain special characters and stop the same word being repeated more than twice. The best titles lead with the brand and the product type, then add the details that matter most to the buyer: size, quantity, material or key use.
A clear title helps both the search algorithm and the shopper scanning results on a phone screen.
Use bullet points to answer real questions
Read your reviews, your competitors' reviews and the customer questions section. The same questions come up again and again: will it fit, how long does it last, is it easy to clean, what is included. Each bullet point should answer one of those questions in plain language, with the benefit first and the supporting detail after it.
This is exactly the kind of content Rufus draws on when a shopper asks a question, and it also helps the shopper who is reading the listing themselves.
Complete every attribute
Product attributes, such as material, dimensions, colour, intended use and care instructions, are easy to overlook because shoppers do not always see them. They do, however, feed Amazon's filters and its AI features. Missing attributes can keep a product out of filtered searches and out of Rufus answers.
- Fill in every relevant attribute in the listing, not only the required ones.
- Make sure attributes match what the title and images say.
- Check the listing for suppression warnings after any change.
Use backend search terms properly
Backend search terms are limited to 249 bytes. Use them for synonyms, alternative spellings and relevant terms that do not fit naturally in the visible copy. There is no benefit in repeating words already in the title, and competitor brand names are not allowed.
Let images do part of the explaining
Images answer questions faster than text. Include at least one image that shows scale, one that shows the product in use, and an infographic that covers the key features. A+ Content can then go deeper on the brand story and comparisons across your range.
Measure the result
Track sessions, conversion rate and organic rank for the main search terms before and after any change. Change one major element at a time where possible, so you know what made the difference. Amazon's Manage Your Experiments tool lets brand-registered sellers test titles, images and A+ Content against each other.
Good listings are written for people first. When a listing answers a shopper's questions clearly, it tends to perform better in search, in Rufus and at the point of purchase.