Amazon AI Now Chooses Which Products Surface and Which Disappear Silently

Welcome to our weekly newsletter, Hunter's Insights!

In this special edition, we bring you essential Amazon updates and industry insights to keep you ahead in the fast-paced world of e-commerce:

🤖 Amazon Tests New Rufus AI Tools to Guide Shopper Decisions

🔎 Amazon Tests Rufus-Led Discovery With AI Prompts in Search Results

📢 Amazon Releases New Benchmarking Tools for Advertisers

📊 Amazon DSP Launches Multi-Signal Keyword Targeting

🎥 Amazon Launches Sponsored Products Video — New Format Now Live

🆕 Amazon Introduces Prompt-Based Advertising in Amazon Ads

‼️ Amazon Quietly Introduces New Black Friday Discount Requirements

🤖 Amazon Tests New Rufus AI Tools to Guide Shopper Decisions

Amazon is introducing two major AI-driven features: Rufus Compare and Rufus "What to Consider," shifting shopping from search-based browsing to AI-guided recommendations. This encourages shoppers to use Rufus as their primary decision tool.

Key Updates:

• Rufus Compare Button: Shoppers can select products and tap "Compare" to receive an instant AI-generated summary highlighting differences and recommendations.

• Rufus "What to Consider" Button: A personalized buying guide appears at the top of search results, outlining key decision factors based on the shopper’s profile, with Sponsored Products included in the recommendations.

• Brand Implication: If Rufus accurately interprets your data, your products will compete well in comparisons and buying guides. If not, your visibility may decline.

These features reflect Amazon's shift toward AI-driven discovery, where structured product data, rather than keywords, determines product prominence. Small optimizations today will help Rufus recommend your products more effectively in the future.

🔎 Amazon Tests Rufus-Led Discovery With AI Prompts in Search Results

Amazon is integrating Rufus-style reasoning into its “Top of Search” feature, displaying an AI-generated question, such as “What is the Best Collagen Supplement for Beginners?” when searching for items like “collagen,” instead of the usual results.

Key updates include:

• Search results now feature AI-generated questions that guide shoppers toward curated recommendations.

• Clicking on these questions reveals product suggestions rather than categories or filters.

• The AI transforms vague search intents, such as “I need collagen,” into a clear shopping pathway.

• This indicates a significant shift towards providing answers instead of traditional keyword-driven results.

Although this appears to be a test, if fully implemented, Rufus may not only influence product discovery but could also redefine the entire entry point of Amazon's purchasing journey.

📢 Amazon Releases New Benchmarking Tools for Advertisers

Amazon Ads has launched a self-service benchmarking feature in the Ad Console, offering advertisers insights on their performance compared to similar brands. This update enhances transparency and supports data-driven decision-making.

Key Updates:

• Category-Level Benchmarks: Now available across various ad formats and campaign objectives.

• Access Points: Accessible in the Campaign Manager, Report Center, and through API for automated reporting.

• Side-by-Side Comparisons: Easily see how your key performance indicators (KPIs) stack up against category averages.

• Downloadable Datasets: Benchmark datasets are available for download with flexible date range options.

These benchmarking tools enable advertisers to look beyond their internal performance trends and understand their position within the competitive landscape. With improved context, brands can make more informed optimization decisions and set realistic targets for 2025–2026.

📊 Amazon DSP Launches Multi-Signal Keyword Targeting

Amazon has upgraded DSP advertisers with multi-signal Keyword Targeting, merging contextual signals with behavioral shopping data for a more effective way to reach high-intent audiences.

Key updates include:

• Improved performance across metrics such as CTR, DPVR, and ROAS due to the combination of contextual and behavioral signals.

• Enhanced keyword targeting with greater precision and relevance.

• Simplified setup, where signals automatically work together without the need for complex configuration.

• Compatibility with both Amazon and third-party supply, broadening reach across the open web.

This upgrade represents a significant advancement for advertisers using Amazon DSP, facilitating more effective targeting in the mid and lower funnels while yielding better returns on ad spend.

🎥 Amazon Launches Sponsored Products Video — New Format Now Live

Amazon has officially launched Sponsored Products Video, a new video-based advertising format. This new feature allows brands to showcase multiple product feature clips directly within Sponsored Products placements in search results.

Key updates:

• Upload 2–5 videos (7+ seconds each): Amazon will display up to three thumbnails per ad, dynamically selecting the most relevant clips.

• Simple setup: Easily add a feature title and short description for each video, and manage your creatives at any time under the new Video tab.

• Video placement bid adjustments: Apply bid modifiers, similar to standard Sponsored Products campaigns, for greater control over your ads.

• Strict creative guidelines: The videos cannot have audio, on-screen text, or emojis, and the product must fill at least 50% of the frame.

This launch introduces video storytelling to Sponsored Products, giving early adopters a competitive edge. Brands should prepare their video assets now, as this format will be essential in competitive categories.

🆕 Amazon Introduces Prompt-Based Advertising in Amazon Ads

Amazon has officially launched AI-generated prompts within Sponsored Ads, marking a significant shift from solely keyword-based advertising to prompt-level advertising. This development signifies the beginning of a new, more conversational way for shoppers to interact with products on Amazon.

Key updates include:

• Ads will now appear in AI-generated prompts alongside keyword-triggered placements. 

• Ad visibility will be based on intent, context, and shoppers' personal needs.

• Prompts will create new ad opportunities, affecting brand visibility in the AI shopping experience.

• This signals a shift in ad strategies for 2026 and beyond, emphasizing the importance of "prompt placement" alongside keyword strategies.

Shopping on Amazon is increasingly conversational, and brands that adapt quickly will gain better visibility as AI continues to influence the buying journey.

‼️ Amazon Quietly Introduces New Black Friday Discount Requirements

Amazon has implemented unexpected changes during Black Friday by requiring additional discounts of 1-5% on select ASINs to keep deals active. This change took effect overnight, impacting only specific products within the same brand.

Key points include:

• An extra discount of 1-5% is needed for certain ASINs to maintain deals.

• These discounts are inconsistently applied across products.

• Some prices have dropped below Amazon-approved thresholds, indicating uncommunicated internal testing.

• Deal suppression poses a risk of losing significant traffic and revenue during Q4.

Brands may not notice these changes until their deals are gone, leading to potential lost sales. It is essential to monitor pricing daily to protect performance during Black Friday and Cyber Week.

Crushing it with $20K+ monthly sales on Amazon?

Let’s help you break through to the next level – guaranteed! 🚀

Our team of Amazon growth experts specializes in scaling successful businesses like yours. We’ll perform a deep dive audit of your operations, from optimizing product listings to fine-tuning your ad campaigns.

Here’s what we offer:

• Comprehensive Analysis: Pinpoint the bottlenecks holding back your growth.

• Actionable Recommendations: Uncover high-impact opportunities to boost sales.

•  Proven Results: We don’t just advise – we deliver guaranteed results.

👉 Ready to scale?

Click below to claim your free audit and unlock your business’s potential!