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Amazon’s AI assistant Rufus is already in ~40% of shopping sessions, and according to Amazon CEO Andy Jassy, customers who use it are 60–100% more likely to purchase.

Most brands haven’t adjusted.

Tyler Mazur (Head of Amazon @ Pilothouse) breaks down what Rufus is actually changing inside Amazon — from how products get discovered to how listings are interpreted across text, images, and context.

For DTC founders and Amazon operators who want to stay visible as AI-driven discovery becomes the default

What we cover:

• What Rufus is actually doing inside the Amazon shopping experience
• Why product discovery is shifting from keywords → problems
• The marketing words that add zero value (and what to say instead)
• Why Rufus reads your product images for context
• How backend keywords should be used now
• A simple 3-part plan to improve visibility this week

Who this is for:

Brands selling on Amazon that want an edge beyond just spending more on ads

What to steal:

• Replace vague adjectives with real use-case language
• Add context everywhere: PDP, backend, images
• Make your listings easier for AI to understand, not just humans

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