Amazon Rufus optimisation: get recommended by Alexa for Shopping.
Amazon retired Rufus in May 2026 and folded it into Alexa for Shopping — the assistant that now answers Amazon shoppers directly and only recommends listings it can read. Epinium restructures your listings for it from first-party marketplace data, keeps your A9 organic rank strong, and waits for your approval before anything reaches Amazon.
Free to start · No credit card · Nothing publishes without your approval
How do you optimise for Amazon Rufus in 2026?
Optimising for Rufus now means optimising for Alexa for Shopping, the assistant Amazon folded Rufus into in May 2026. It interprets what the shopper asked instead of matching keywords, reads your listing — title, bullets, attributes, A+ content, backend keywords — alongside review data, and recommends the products whose content answers the request. The work is to complete every attribute, rewrite the copy answer-first around real use cases, cover the conversational questions buyers ask, and keep A9 keyword relevance intact. Epinium does that across your catalogue, from your own Amazon data, with each change approved by your team.
- Rufus → Alexa for Shopping
- Amazon merged Rufus and Alexa+ into one shopping assistant. In the U.S. it is free on the Amazon app, Amazon.com and Echo Show, with no Prime subscription required.
- 300M+ shoppers
- More than 300 million customers used Rufus in 2025 — the audience now moving to Alexa for Shopping.
- Sponsored still shows
- Amazon has confirmed Sponsored Products still appear inside Alexa conversations, placed by how well the product matches the request.
What our clients say
Six things that decide whether it recommends you
Amazon's assistant cannot recommend a product it cannot understand. These are the listing signals Epinium works on — the same fields that drive A9 organic rank, so one pass serves both classic search and the AI answer.
From unreadable listing to recommended product
Epinium audits how readable your listings are to Amazon’s assistant today, restructures the content it needs and keeps your A9 ranking strong at the same time — all from first-party marketplace data.
See how readable your listings are to the assistant
- AI-readability scoringEvery ASIN is scored on how clearly an AI assistant can parse its content — structure, attribute coverage and whether it answers the common buyer questions.
- Conversational query mappingEpinium identifies the full-sentence questions buyers ask in your category and shows which ones your listing does not answer yet.
- Prioritised structuring listASINs ranked by the revenue impact of making them recommendable — so you optimise where it matters most first.
Structure content Alexa for Shopping can recommend
- Structured, answer-first contentTitles, bullets and descriptions organised so the assistant can extract clear answers — use cases, benefits and specs in a machine-readable order.
- Conversational keyword integrationPriority keywords woven into natural, question-answering copy — matching how buyers phrase requests, without keyword stuffing.
- Editable, human-approvedEverything generated stays in your review queue — nothing publishes to Amazon until someone on your team approves it.
Roll it across your whole catalogue
- Bulk structuringApply the structuring to dozens of ASINs at once — not one by one — so the whole catalogue becomes readable to the assistant.
- Multi-marketplace localisationLocalised, AI-ready listing content per Amazon marketplace — language and conversational queries adapted to local buyers.
- Classic search kept strongEvery change is designed to lift both your A9 organic rank and your chance of being recommended — you optimise the listing once, not twice.
With a vast catalog and little time, we trusted Epinium to optimize our listings. This led to increased organic sales and improved advertising performance through AI, allowing us to focus on growing our business.
Alberto Feria
CEO, Alfa Holding
With Epinium, we are able to save a lot of time editing our clients' listings thanks to its bulk editor and Artificial Intelligence. We are able to take care of their strategies.
Miriam Larrosa
CEO, Roicos
Our expectations were certainly exceeded. Everything is just so well thought out, and snappy. Their support team is excellent too!
Neus Dominguez
Marketplace Manager, Labbox
We use Epinium every day to monitor the status of all our ASINs across all marketplaces and improve our SEO very productively. An indispensable tool that lets us manage a much larger catalog than we imagined. Worth every penny.
Oriol Penya
Organic Beauty Brands
It is impossible to calculate the hours Epinium has saved me managing customer catalogs. I've modified catalogs of up to 3,500 SKUs and run SEO audits comfortably from the same panel.
Jordi Ordóñez
Amazon Consultant
Epinium's ability to analyze and adjust ads in real-time based on performance has enabled us to maximize ROI and achieve our business goals more effectively. Without a doubt, I recommend Epinium to any seller.
Edgar Alvarez
Head eCommerce, BANDAI Entertainment Europe
Be the listing Amazon’s assistant recommends.
Keep exploring
GEO & AI search
ChatGPT, Perplexity, Google AI Mode and Gemini read more than your Amazon listing. The channel-agnostic side of GEO.
AI Listing Builder
Generate and rewrite listings in any language with the most relevant keywords.
Keyword clustering AI
Group your keywords into the themes the assistant — and A9 — actually reward.
Frequently asked questions about Amazon Rufus optimisation
Is Amazon Rufus still available?
Amazon retired Rufus in May 2026 and merged it with Alexa+ into Alexa for Shopping, a single shopping assistant — in the U.S. free on the Amazon app, Amazon.com and Echo Show, with no Prime subscription required. Work done on your catalogue for Rufus carries over: Alexa for Shopping reads the same listing data.
How do I optimise my Amazon listings for Rufus and Alexa for Shopping?
Complete every attribute, rewrite titles and bullets answer-first around real use cases, cover the conversational questions buyers ask in your category, keep your A+ content and backend keywords current, and do it without losing A9 keyword relevance. Epinium scores each ASIN on how readable it is to the assistant, prioritises by revenue impact and restructures the content in bulk, from first-party marketplace data.
Does optimising for Rufus hurt my A9 ranking?
No — it strengthens it. The structured, keyword-rich, answer-first content that makes a listing readable to the assistant is the same content that improves A9 organic relevance. Epinium optimises both in a single pass.
Can Epinium measure my visibility inside Rufus or Alexa for Shopping?
No. What Epinium offers is optimisation — structuring your listings so the assistant can read and recommend them. We do not measure share of voice or ranking inside the assistant, because that data is not reliably available, and we will not claim it.
Does Epinium publish the changes to Amazon automatically?
No. All optimised content is generated for your review. You edit, approve or reject each change before anything goes live — a human on your team stays in control.
What about ChatGPT, Perplexity and Google AI Mode?
They read more than your Amazon listing: your own store, your product feeds and what the rest of the web says about you. That is the broader side of GEO — see GEO & AI search optimisation.