Amazon Increasingly Relies on AI: New Features for an Optimized Shopping Experience

Amazon is increasingly integrating artificial intelligence into its platform to improve product search and shopping experience. In this article, we present you with a variety of features that currently and in the future make shopping easier and more personalized.

Visual Product Search

Target Audience: Mobile users, undecided buyers

Function: Fast product search

Application: Optimized for smartphones and tablets

Amazon has integrated several visual features in recent months to make the shopping experience easier, faster, and especially more precise for customers.

1. "Visual Suggestions": Relevant image suggestions already appear when typing a search term, so users can get to the desired product faster.
2. "Add Text to your Image Search": Amazon allows users to provide additional text descriptions such as colors or brands when uploading photos and thus make the search more precise.
3. "More-Like-This": This feature suggests similar items.
4. Videos in search results: Product videos appear directly in search results to visually support purchase decisions.
5. "Circle-to-Search": With this feature, users can specifically mark items on uploaded images, so the search focuses only on the marked product and thus provides more precise search results.
6. "Amazon Lens widget": Thanks to this function, images can be taken in real time from an iOS device and used for search. By combining the Amazon Lens Widget with other Amazon widgets, the lock screen transforms into a central shopping hub for product search, order tracking, and more.
7. "Barcode Scanner": Quick and easier finding of products by scanning the barcode.

Amazon Interests

Target Audience: Customers on Amazon

Function: Quick and easier product search

Application: Currently only available in the USA

Amazon is also testing the new AI function Interests in the USA, which is supposed to make product search easier using large language models (LLMs). Instead of using complex filters, customers can enter questions like "New accessories for my golf set". The AI understands the wish, searches through the assortment, and shows personalized suggestions.

Special Features:

• Recognizes terms like "Top brands" and recommends products from leading manufacturers.
• Adapts suggestions individually to the user's needs and tastes.

What does this mean for Amazon SEO?

Concretely, this means that the AI takes over the active product search from the user and the AI decides which search results are displayed. Here the question arises as to what criteria the AI uses to classify products as relevant for the query. If you play around with the queries yourself and change them, you will notice that the search results also change significantly.

From Amazon SEO to Amazon AIO (AAI Optimization) - How Amazon's AI recognizes the relevance of your product:

Amazon's AI analyzes numerous factors to determine how relevant your product is to potential buyers. For your brand, you should consider the following questions in the future:

• How does Amazon's AI recognize that your product is relevant?
  • Semantic Relevance - More than just keywords: Amazon's AI doesn't just analyze individual keywords, but understands their meaning in the entire context. Example: If someone enters "gift for athletic girlfriend", the AI doesn't just show fitness bracelets, but also other suitable products like sports clothing or water bottles.
  • Personalization & Context: Amazon uses personal data such as purchase history, interests, and language style to display relevant products.

💡 Tip: The better your product fits different usage scenarios, the higher the probability that it will be displayed.

• Which product attributes become more important?

  • Customer reviews & Q&A – Social proof counts: Detailed reviews help the AI better categorize your product.
    • Helpful reviews with photos/videos increase visibility.
    • Answer customer questions professionally, as this affects the relevance assessment.

• How do you optimize your content so that the AI reliably finds your product?

  • High-quality content – More than just SEO: Amazon prefers product descriptions that are informative and written in a human way.
    • Avoid keyword stuffing – instead: understandable, context-rich texts.
    • Images & videos are essential – show how the product is used to build trust.

Conclusion: The days of mere keyword optimization are over. Focus on high-quality content, relevant product descriptions, and genuine customer value – this is how Amazon's AI recognizes your product as relevant!

Currently, the function is only available for users in the USA (REVOIC TIP: Interests can be easily tested here by simply switching from "Germany" to "USA" in the app.) However, Amazon assures that Interests will be rolled out in the coming months. Whether and when Amazon Interests will officially launch in Germany remains unclear for now.

Buy for me

Target Audience: Customers on Amazon

Function: Simplify shopping experience

Application: Amazon Shopping App

Amazon is currently testing a new AI tool called "Buy for Me" in the USA and is taking an innovative step into the future of online shopping. This feature, which is currently being tested in the Amazon Shopping App, changes the way customers find and buy products. But the tool also offers exciting new opportunities and challenges for retailers.

What is "Buy for Me" and how does it work?

"Buy for Me" allows you to not only buy products directly on Amazon, but also on third-party websites if the desired products are not directly available on Amazon.

While the search process, e.g., for "women's sneakers" initially provides you with the classic Amazon results as usual, the offer now expands to include products from brands on external websites. These are either displayed directly under the note "Shop brand sites directly" or can be selected on the respective product detail page via the "Buy for me" function. If you decide on a product with the "Buy for me" option, Amazon takes over the entire purchase processing for you using artificial intelligence. This ensures that your payment and shipping information is transmitted securely and encrypted, always with the goal of making the shopping process as simple, comfortable, and secure as possible for you.

Why is this exciting for retailers?

As a brand that doesn't sell its products directly through Amazon, retailers gain the opportunity to benefit from Amazon's enormous reach and visibility through this integration. They gain access to the large Amazon customer base without having to give up their own sales channels and above all benefit from the trust and user-friendly interface of Amazon. At the same time, the shopping experience remains comfortable for you as a customer: You can continue to search for and buy products through the familiar Amazon interface, even if they come from external brand websites.

What should you pay attention to in the future?

With the introduction of "Buy for Me", the competition on Amazon and in e-commerce overall will become even greater. As a seller or vendor, it is therefore crucial to pay attention to some important factors to continue to be successful:

1. Optimization of product pages: To make your products stand out even in a larger competitive environment, you should regularly optimize your product pages. Use relevant keywords, optimize images, and offer detailed descriptions that convince customers.
2. Price competition and offers: Since a larger selection of products will now be visible on Amazon, pricing will become an even more important competitive factor. Consider how you can stand out through attractive offers and discounts.
3. Stronger brand loyalty: A strong brand experience and excellent customer service are becoming increasingly crucial. Build a close relationship with your customers and offer them added value that goes beyond the pure product purchase.
4. Partnerships: Think about how you can collaborate with external brands that become visible through "Buy for Me" to strengthen your own brand presence.

Conclusion: The competition will undoubtedly become greater, but with a well-thought-out strategy, you can strengthen your position on Amazon and expand your reach. Use the new opportunities and keep your Amazon strategy up to date!

Rufus

Target Audience: Customers on Amazon

Function: Simplify shopping experience

Application: Amazon Shopping App

Who is Rufus?

Rufus is an AI shopping assistant developed by Amazon that helps users with product search. It helps:

• Find products for specific occasions or needs.
• Compare articles specifically.
• Facilitate purchase decisions through personalized recommendations.

Rufus uses information not only from Amazon but also from other sources to facilitate informed purchase decisions.

Customers in the beta version can use Rufus via an icon in the Amazon app and contribute to its improvement through ratings. Amazon plans to continue expanding Rufus and continuously test new features to make the shopping experience even more intuitive and user-friendly. As a beta version, Rufus is currently available in Germany, France, Italy, and Spain.

How well does Rufus work?

We tested Rufus and found that some information is precise and helpful, while others are incorrect or misleading. Rufus seems to draw data from customer reviews and other sources that are not always accurate – and this sometimes leads to confusion.

For sellers and buyers, this means: Rufus has potential, but the accuracy of the information and the data basis still need to be significantly improved to really provide added value.

AI Shopping Guides

Target Audience: Customers, especially first-time buyers

Function: Product recommendations based on customer search behavior

Application: Amazon Shopping App and Website USA

These interactive shopping guides compile relevant information such as product features, customer recommendations, and trends to facilitate purchase decisions. Especially for less well-known product categories, the guides help save time and find suitable articles faster.

The Shopping Guides use Large Language Models (LLMs) to generate precise, relevant content and recommendations from catalog data and customer reviews. Thanks to Amazon Bedrock, these AI models are continuously updated to always provide the latest information.

Available currently in the Amazon app and on the mobile website in the USA, the AI Shopping Guides appear automatically for relevant search queries or can be accessed via the "Keep Shopping For" section of the homepage.

Project Amelia

Target Audience: Amazon Sellers

Function: Provides insights into business data, recommendations for revenue growth, and identifies operational issues

Application: Amazon Seller Central USA

With Project Amelia, Amazon introduces a generative AI-based personal assistant that helps you run and grow your business more efficiently.

What is Project Amelia?

Project Amelia is an AI assistant specifically developed for Amazon sellers and currently available in the USA as a beta version. It's available around the clock and provides immediate answers, advice, and the tools you need to be successful. Whether you have questions about sales strategies, need current sales data, or are looking for help solving problems.

The three core functions of Amelia:

1. Knowledge-based answering Ask specific questions and receive relevant, summarized information from reliable sources within and outside Seller Central.
2. Status updates and metrics Quickly retrieve sales data, customer traffic information, and other important business figures.
3. Actions and problem solving

In the near future, Amelia will be able to diagnose complex problems and suggest solutions or even act on your behalf.

AI-powered Image Generation

Target Audience: Advertisers on Amazon

Function: Offers advertisers a simple way to create visually appealing and brand-specific ad images.

Application: Amazon Advertising Console; Sponsored Brands campaigns, marketing strategies

Amazon Ads is introducing a beta version tool that enables efficient and cost-effective creation of lifestyle images for ads.

How does image generation work?

The AI-based solution uses generative models to create individual, brand-related content based on product details. Advertisers can use these images as part of their Sponsored Brands campaigns and thus make their ads more visually appealing.

The AI is particularly helpful for small brands that don't have design resources, as well as larger companies that want to make the creative process more efficient. With minimal effort, advertising materials can be produced that better appeal to customers and improve campaign performance.

In testing, the beta version performs rather mediocre. With our Lavalis flame bowls, the AI tool manages to create appealing images. However, it remains recognizable that these are AI-generated images, especially in details and subtleties where the technology still shows weaknesses.

With our Lavalis urinal sieves, the program performed significantly worse. While the white background was successfully removed with our flame bowls, it proved to be a problem with the urinal sieves. Additionally, the tool could not clearly place the urinal sieves appropriately.

The beta version offers potential but still requires improvements in its current form to provide reliable results for all product types.

AI Creative Studio, Audio Generator, Video Generator and Live Image

Amazon Ads introduces AI Creative Studio and Audio Generator, two generative AI tools that make it easier for advertisers to create creative content efficiently and cost-effectively. These innovations reduce creative barriers and enable brands to produce dynamic and appealing ad content – regardless of format or medium.

1. The AI Creative Studio combines AI-powered image, video, and soon audio generation in a single platform. It enables the creation of high-quality advertising materials in various formats from a single product image or ad and direct integration into the Amazon Ads Console.

Target Audience: Brands and advertisers of all sizes

Function: Creation of images, videos, and soon audio content from product images or existing advertising materials

Application: DSP, Beta version USA

2. With the Audio Generator, advertisers can create audio ads within minutes and without additional costs.

Target Audience: Advertisers, especially on Amazon DSP

Function: Automated creation of 30-second audio ads based on product information, audio advertising for customer engagement while listening to audio content

Application: DSP, Beta version USA

3. Video Generator & Live Image

The Video Generator creates visually appealing video content in minutes that is specifically tailored to a product's unique selling points. With just one product image, the AI generates customized videos that bring the product story to life – without additional costs. The Video Generator is in a limited beta phase in Germany and not yet widely accessible.

The Live Image function enables brands to create short, animated campaign images, e.g., steaming coffee or flowers swaying in the wind. Live Image is part of the previously mentioned image generator.

Both tools were developed to overcome creative barriers and respond to the growing demand for video content: According to a study, 89% of consumers want to see more videos from brands in 2024. Both functions are currently available in beta phase for selected advertisers in the USA, with planned expansion based on user feedback.

Target Audience: Advertisers

Application: Amazon Advertising Console

Function:

• Video Generator: Creates AI-powered customized product videos in minutes, based on a single image.
• Live Image: Generates animated campaign images to increase visual ad efficiency.

Amazon COSMO

Target Audience: Amazon developers and product teams, data scientists

Function: Creation of knowledge graphs that integrate user intentions and context-based knowledge for better product recommendations and search results.

Application: Improvement of product search, navigation, and other user-centered services on Amazon

COSMO is an internal scalable Amazon system that generates user-centered commonsense knowledge to improve the shopping experience on Amazon. Unlike existing e-commerce knowledge graphs that focus on concepts and product attributes, COSMO aims to understand user intentions and illustrate their interaction with the world.

How does COSMO work?

1. Knowledge generation: COSMO uses Large Language Models (LLMs) to derive high-quality knowledge from user behavior. Critical classifiers trained on human-labeled data refine the results.
2. Fine-tuning: A specially trained language model called COSMO-LM is adapted through instruction tuning to generate precise, application-oriented knowledge for e-commerce applications.
3. Scalability: The system has created knowledge graphs in 18 categories containing millions of high-quality entries.

AI-generated Customer Reviews

Target Audience: Mobile users, impulse buyers who want a quick overview

Function: Quick overview of verified customer reviews

Application: Amazon Shopping App and Website

The new function creates short summaries of the most common topics and opinions from verified customer reviews directly on the product detail page. This way, buyers can see at a glance which product features such as "user-friendliness" are particularly frequently highlighted, without having to read all reviews.

Amazon plans to further develop the function based on user feedback and extend it to additional categories.

Desktop View

Mobile View

Authenticity remains a central focus: The new AI highlights are based exclusively on verified reviews and are protected by Amazon's guidelines and machine learning models to ensure the integrity of customer reviews.

AI Listing Creation

Target Audience: Sellers

Function: Generation of title, description, and attributes such as keywords and colors, import and transformation of existing product pages via URL or images

Application: Seller Central

Instead of elaborate manual entries, sellers can now generate detailed listings with listing creation through simple text entries, product images, or the link to their own website.

Sellers can choose between different input methods:

• few keywords
• product images
• a URL to their own website

The AI creates detailed titles, descriptions, and attributes such as colors or keywords from this, which optimize findability in Amazon search.

About 80% of the generated content is adopted directly with minimal adjustments. The AI demonstrably improves listing quality by providing clearer, more precise, and more detailed information. This not only increases visibility in search but also saves enormous time – an advantage that especially small companies benefit from, who can use their resources specifically for product development.

Through the ability to import existing product pages from your own website, the process is further accelerated and simplified. The generative AI tools learn continuously and develop further to provide even better results.

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Conclusion

Amazon is consistently driving the integration of artificial intelligence and is thereby changing not only the shopping experience for customers but also the rules of the game for manufacturers and retailers on the platform. With features like Amazon Interests, Rufus, or the AI Shopping Guides, product search is increasingly developing away from keyword-based inputs toward dialog-oriented, context-based recommendations.

For sellers and vendors, this means a paradigm shift: From classic Amazon SEO to Amazon AIO – Amazon AI Optimization. Those who want to remain visible in the future must create content that not only appeals to buyers but above all convinces the AI that a product is relevant. Semantic relevance, high-quality content, user interaction, and context-based personalization move to the center of optimization.

Much is also changing in content creation itself: AI-powered tools like automatic listing generation or the AI Creative Studio offer new opportunities to create listings and advertising materials more efficiently – but require a deep understanding of how these technologies "think" and what content they prefer.

In short: Amazon is serious about AI – and those who want to remain successful as retailers must adapt their strategy, engage with the new systems, and learn to convince not only customers but also the AI as a new gatekeeper.

What do you think? Which of these features do you find most exciting?

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