USE CASE · AMAZON RUFUS
When a shopper asks Rufus what to buy, does it reach for your product — or a competitor's?
Rufus is Amazon's AI shopping assistant. Tru Commerce measures where you stand in Rufus answers across your category — and fixes the catalog signals that decide which products it recommends and adds to cart.
Amazon Rufus answers product questions inside the Amazon app and site by reading structured product data, reviews, and buyer Q&A — not ad spend. Tru Commerce tells you which queries surface you, which surface competitors instead, and what to fix first.
PROOF
+0.98%
AI Share of Voice lift for Amazon India across 6 categories in 6 weeks — measured first-party (Tru Commerce case study)
On Amazon Rufus
Discover. Recommend. Transact.
01 · Discover
See every Rufus query in your category and whether it surfaces your SKU or a competitor's.
02 · Recommend
Fix the product-data, review, and Q&A signals Rufus reads — so it reaches for your product.
03 · Transact
Turn the recommendation into a completed order with agent-ready checkout, and measure the revenue.
What powers it
The Tru Commerce products behind Amazon Rufus
How Amazon Rufus works
What decides whether it recommends you
Rufus reads structured product truth
Titles, bullet points, attributes, and A+ content are the raw material. Thin or inconsistent product data means Rufus has nothing specific to cite — so it cites someone else.
Reviews and Q&A are ranking signals
Rufus synthesises review sentiment and buyer questions to answer 'is this good for X?'. Your review and Q&A surface shapes whether you make the answer.
It answers comparison and use-case queries
'Best running shoe for flat feet', 'gift for a coffee lover under $50'. These long-tail intent queries are where absent or generic catalogs quietly lose the basket.
Rufus inclusion is not your Amazon search rank
Ranking #1 in Amazon search does not guarantee Rufus cites you. It is a separate mechanism — which is why you need to measure it separately.
Case study
AI Share of Voice +0.98% across 6 categories
FAQ
Common questions
Rufus is Amazon's generative AI shopping assistant, built into the Amazon app and website. Shoppers ask it questions in natural language ('what's a good tent for beginners?') and it recommends products from Amazon's catalog, drawing on product data, reviews, and community Q&A.