What Is Amazon Rufus? How to Optimize for AI Search
The game has changed on Amazon. Shoppers aren’t simply typing “protein powder” in the search bar anymore. Instead, they’re asking Rufus, “What’s the best protein powder for beginners who hate the chalky taste?” And if your listing can’t answer that question better than your competitors, it likely won’t be recommended. Winning the Buy …
By Naimi Ismadi
February 5, 2026