As an important traffic entrance, every change in Amazon's front-end page often creates a new traffic pattern. Nowadays, Amazon's new AI algorithm COSMO is profoundly affecting the platform's e-commerce ecology and traffic distribution. The generative artificial intelligence introduced by it, Rufus, is also gradually occupying a place in the platform's new traffic pattern, affecting seller operations. [ Seize Tk e-commerce traffic and detonate big promotion growth, all in the 2024TikTok Shop Peak Season Big Promotion Traffic Summit click here to register] It is learned that recently, some sellers found that after logging into the buyer account of Amazon US site on the computer, Rufus, an AI shopping assistant based on COSMO algorithm, appeared in the navigation bar of the front page. At the same time, on the product details page , Rufus's intelligent Q&A also appears in the lower left corner and the original QA position . It is understood that before this year's Prime Day, Amazon had publicly announced that it would launch an AI shopping assistant - Rufus. Its main functions include product category guidance, providing suitable product recommendations, comparing different product features, customizing personalized recommendations, and pushing the latest products and trends. Its official blog post further pointed out that Rufus is designed to help customers improve their shopping experience, thereby simplifying the product search and selection process. Therefore, as soon as the recent news was released, the topic about Rufus caused heated discussions in the circle. Some sellers believe that Amazon’s move is aimed at forming a traffic closed loop of large-scale language models and shopping options by building a “Rufus Q&A shopping scenario.” After testing, Rufus will crawl the text information on product details and comments, and through continuous questions and interactions from users, gradually clarify the user's shopping intention, recommend products that meet the needs, and provide shopping guidance. Previously, many consumers would choose to search for products on other platforms, and then go to Amazon to shop after clarifying their purchase needs. Some sellers also said that Rufus, as a traffic window independent of the search box, allows buyers to find product needs through this AI content interaction, which to some extent subverts the operation logic and traffic model of traditional search e-commerce. If Rufus is fully operational, it means that sellers need to spend more energy to study the target consumer portraits in order to obtain more accurate traffic recommendations. In addition, sources revealed that Amazon said Rufus will not carry ads at first, but it does not rule out adding new elements based on user value in the future . This also means that Rufus may also appear as a paid advertising traffic entrance in the future. However, according to industry feedback, the Rufus beta version is currently only available to some users on computers in the United States and some mobile phones in India. Amazon has not yet officially announced the specific expansion of its coverage , and how it will be implemented in the future remains to be seen. For sellers, the top priority is to observe the operating logic of Rufus and make corresponding operational adjustments. It is learned that according to some sellers’ testing, Rufus is currently more inclined to recommend products with a high degree of brand matching , and will indiscriminately capture reviews to summarize the pros and cons of products. Sellers can refer to these two directions for current operational adjustments. It is also worth mentioning that Amazon’s recent adjustments to the front-end page are not limited to Rufus. According to many sellers, Amazon’s front-end search page has recently added two new traffic entrances: related word recommendations and brand flagship store recommendations. [ Seize Tk e-commerce traffic and detonate big promotion growth at the 2024 TikTok Shop Peak Season Big Promotion Traffic Summit. Click here to register] 1. "Recommended related words" at the bottom of the results page Enter any keyword on the Amazon search page to search for products. In addition to the traditional related word recommendations below the search box, a new "Related searches" function has been added at the bottom of each page of search results. Compared with the related words below the search box, the "Recommended related words" at the bottom of the results page extend other more precise words, which are more likely to attract buyers to click and conduct "secondary search". From a platform perspective, Amazon aims to optimize search results and enhance buyers’ shopping experience through “related word recommendations”. For sellers, this change has two sides: On the one hand, this function can provide more traffic for sellers who set keywords accurately; On the other hand, if the recommended results of this function are more accurate, it will further reduce the possibility of buyers turning to the next page, which will affect the product traffic on the next page and beyond . Amazon's relevant data shows that the majority of buyers' click-through rates are concentrated on the first page of keyword search results, while the second page accounts for less than 20%, and then decreases significantly.
If Amazon sellers want to seize this new traffic entrance, they need to work harder on keywords, such as paying attention to market changes in a timely manner, expanding related words, and further expanding traffic coverage. 2. Brand flagship store recommendations below the search bar As shown in the picture, enter the brand name in the Amazon search bar, and the brand's flagship store will be displayed at the bottom. In this regard, Amazon has previously stated that this traffic portal will help brand sellers increase brand exposure and conversion rates, with purchase conversion rates even expected to increase by 33% . Therefore, for relevant sellers, a more memorable brand name and a more intuitive and clear brand flagship store page are undoubtedly the key to grasping this new traffic entrance. Overall, Amazon has recently been frequently testing and rectifying its search display pages, and there may be more changes in the future. It is still unknown whether the emergence of these new traffic entrances is an opportunity or a risk for Amazon sellers, but there is no doubt that if sellers want to have long-term competitiveness on the platform, the key often lies in the ability to iterate their operating strategies. What do you think about this? Welcome to discuss in the comment area~ How to achieve performance breakthrough with the help of TikTok Shop promotion season?
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