{"id":29049,"date":"2025-03-10T10:40:38","date_gmt":"2025-03-10T18:40:38","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=29049"},"modified":"2025-03-10T10:40:39","modified_gmt":"2025-03-10T18:40:39","slug":"explained-advertising-on-amazons-rufus","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/explained-advertising-on-amazons-rufus\/","title":{"rendered":"Explained: Advertising on Amazon&#8217;s Rufus","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>You have probably heard about Rufus, Amazon\u2019s AI chatbot for customers.&nbsp;<\/p>\n\n\n\n<p>Amazon\u2019s Rufus is designed to field customer queries about potential products, and give out tailored recommendations.<\/p>\n\n\n\n<p>You can ask Rufus \u201cfind me a well-priced coffee grinder,\u201d for instance, and the AI chatbot will return personalized recommendations.&nbsp;<\/p>\n\n\n\n<p>The idea is that, instead of forcing shoppers to spend hours combing through search results, Rufus can streamline the process.<\/p>\n\n\n\n<p>That is shaking up how product discovery works on Amazon\u2014and also, increasingly, how advertising works. Rufus has started showing Sponsored Ads in the middle of conversations with shoppers.<\/p>\n\n\n\n<p>As more product discovery happens on Rufus, knowing how to optimize your product content for Rufus\u2014and understanding how advertising happens\u2014is going to be essential.&nbsp;<\/p>\n\n\n\n<p>It\u2019s early days still, but let\u2019s break down what we know so far.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-important-is-amazon-s-rufus-nbsp\"><strong>How important is Amazon\u2019s Rufus?&nbsp;<\/strong><\/h3>\n\n\n\n<p>Amazon hasn\u2019t released data on how many shoppers use Rufus, but we do have some indications that Rufus is gaining traction.&nbsp;<\/p>\n\n\n\n<p>A study from Ecomtent recently estimated that Rufus <a href=\"https:\/\/www.ecomtent.ai\/blog-page\/how-much-are-amazon-shoppers-actually-using-rufus\">accounted for 13.7%<\/a> of all Amazon\u2019s searches in October 2024, the period for which they had data.<\/p>\n\n\n\n<p>Sure, that means the vast majority of shoppers are still finding products the old way, through search terms in Amazon\u2019s search bar.&nbsp;<\/p>\n\n\n\n<p>But that 13.7% number is nothing to sneeze at\u2014especially for brands that don\u2019t rank as highly in traditional search results and want to find some alternate way to surface often to shoppers.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-does-amazon-s-rufus-recommend-products-nbsp\"><strong>How does Amazon\u2019s Rufus recommend products?&nbsp;<\/strong><\/h3>\n\n\n\n<p>There\u2019s a lot we don\u2019t know about how Rufus works, but it does seem to tailor products to the purchase history of the individual shopper who is asking questions.&nbsp;<\/p>\n\n\n\n<p>First, let\u2019s start with the obvious: We\u2019ve seen that highly rated products, with many reviews, tend to do best on Rufus.&nbsp;<\/p>\n\n\n\n<p>The same is true for products with sophisticated and comprehensive content behind them. Good content is essential, because Rufus is ultimately pulling from your product content in order to decide when to recommend your product.&nbsp;<\/p>\n\n\n\n<p>Now, let\u2019s get to the slightly less obvious parts of Rufus.&nbsp;<\/p>\n\n\n\n<p>As Forbes <a href=\"https:\/\/www.forbes.com\/sites\/kirimasters\/2024\/12\/09\/amazons-rufus-shows-the-future-of-ai-shopping-warts-and-all\/\">noted<\/a> recently, traditional badges\u2014like Amazon\u2019s Choice\u2014don\u2019t seem to carry as much weight in Rufus\u2019s product recommendations. Amazon seems to be putting a lot more focus on each customer\u2019s individual purchase history than on other metrics of popularity.&nbsp;<\/p>\n\n\n\n<p>On the topic of personalization: When it makes recommendations, Rufus also seems to be weighing each individual shopper\u2019s own price preferences.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re a shopper who tends to buy higher-priced items historically, Rufus seems to disproportionately recommend higher-priced items to you. However, if you\u2019re much more price conscious, Rufus\u2019s recommendations will stay low-price.&nbsp;<\/p>\n\n\n\n<p>All of this suggests, as Kiri Masters wrote in Forbes, that brands with high-price products should pay particularly close attention to Rufus.&nbsp;<\/p>\n\n\n\n<p>Because Rufus seems to be tailoring recommendations to people\u2019s preferred price points, Rufus could be a great way to reach shoppers who are open to a more expensive purchase.&nbsp;<\/p>\n\n\n\n<p>After all, those are the shoppers who probably need multiple touchpoints before they make a purchase\u2014and they also are the shoppers who make spending on ads worth it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-can-i-know-if-my-ads-are-showing-up-in-rufus-nbsp\"><strong>Can I know if my ads are showing up in Rufus?&nbsp;<\/strong><\/h3>\n\n\n\n<p>Increasingly, shoppers who use Rufus are reporting seeing Sponsored Ads in the middle of their conversations.&nbsp;<\/p>\n\n\n\n<p>For now, these ads are mostly taking the form of Sponsored Products ads. Though, recently, even <a href=\"https:\/\/www.linkedin.com\/posts\/destaney-wishon_week-of-big-updates-sponsored-brands-activity-7297976120295989250-xQ7T\/?utm_source=share&amp;utm_medium=member_desktop&amp;rcm=ACoAACQ0s8EBZoEYQ76aIF65NpUNqZGGAPBM2Qs&amp;_hsenc=p2ANqtz-9JFHNX7_s8kenSEDxa3UOyFoYyB3Jcq9VHx6saKXlVr9p8BJXjCzicvSPFFntvFYQ2EYUh\">Sponsored Brands Video ads have started appearing<\/a> in Rufus conversations.<\/p>\n\n\n\n<p>As a brand, you only have so much say over these ads. Amazon announced in November that, when your ad appears in Rufus, Rufus reserves the right to <a href=\"https:\/\/advertising.amazon.com\/API\/docs\/en-us\/release-notes\/index#:~:text=To%20help%20customers%20discover%20more,won't%20include%20Rufus%20metrics\">include its own accompanying text<\/a>.<\/p>\n\n\n\n<p>But can you control your Rufus ad placements? The answer, for now, is no. Ads on Rufus are in the experimental phase. Individual brands are not able to specifically direct their ads to Rufus, and there\u2019s no way to see exactly which of your ads are showing up on Rufus.&nbsp;<\/p>\n\n\n\n<p>Rufus ads are grouped into the \u201cOther\u201d placement category. This category includes off-site placements, like <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/offsite-sponsored-products-pinterest\/\">Pinterest placements<\/a>, as well.&nbsp;<\/p>\n\n\n\n<p>So while you can\u2019t see exactly how your ads are working on Rufus, you can get a high-level sense of how these slightly less traditional Sponsored Products placements are doing.&nbsp;<\/p>\n\n\n\n<p>But really, there is a lot more to come on this front soon. It\u2019s important to pay attention to new discoveries and announcements about Rufus. If you can get the jump on how Rufus works, you might find it becomes a differentiator for your business.&nbsp;&nbsp;<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>You have probably heard about Rufus, Amazon\u2019s AI chatbot for customers.&nbsp; Amazon\u2019s Rufus is designed to field customer queries about potential products, and give out tailored recommendations. You can ask Rufus \u201cfind me a well-priced coffee grinder,\u201d for instance, and the AI chatbot will return personalized recommendations.&nbsp; The idea is that, instead of forcing shoppers [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":29051,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[20],"tags":[96,155,241],"class_list":["post-29049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-advertising","tag-mobile","tag-newsletter","tag-rufus"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Explained: Advertising on Amazon&#039;s Rufus<\/title>\n<meta name=\"description\" content=\"Amazon&#039;s Rufus chatbot is shaking up how products are discovered on Amazon. Here&#039;s what we know about advertising on Rufus.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/explained-advertising-on-amazons-rufus\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Explained: Advertising on Amazon&#039;s Rufus\" \/>\n<meta property=\"og:description\" content=\"Amazon&#039;s Rufus chatbot is shaking up how products are discovered on Amazon. 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