Rufus Is Live for Everyone: How to Answer the Questions Shoppers Ask

Amazon has now made Rufus, its AI shopping assistant, available to all customers in the US. When we wrote about the Rufus beta in February, it was a small test. Now every shopper in the Amazon app can ask Rufus questions, and suggested questions appear right on product pages.

That makes one job more important than ever. Finding out what shoppers ask about your products, and making sure your listing answers it.

Where shoppers ask questions now

• On your product page, through Rufus suggested questions like “Is it waterproof?” or “What size should I get?”
• In general research, like “best blender for frozen fruit”.
• In comparisons, like “difference between these two vacuum cleaners”.

How to find the questions

1. Look at your own product page. Open the Amazon app, go to your listing and see which questions Rufus suggests. Those are questions shoppers ask about products like yours.
2. Read your reviews. Every complaint and every compliment answers a question. “Smaller than I expected” means the question is “how big is it?”
3. Check customer questions on your listing and on competitors.
4. Review returns reasons in Seller Central.
5. Check long search terms in Brand Analytics. Question style searches are becoming more common.

Put them all in one list and group similar questions together.

How to answer them in your listing

Title

Include the one or two facts shoppers filter by most, like size, capacity or compatibility.

Bullets

Turn the top five questions into five bullets. Start each with a short label, then give a direct, specific answer.

Attributes

Fill every product attribute. Rufus and filters both rely on them.

A+ Content

Use text modules for detailed answers, such as care instructions or a comparison chart. Do not hide important facts inside images.

Images

Show size in hand, what is in the box and how it works. Images answer questions faster than text.

Example

Common question: “Will this fit in my car cup holder?”

Weak bullet: “TRAVEL FRIENDLY design for on the go.”

Strong bullet: “FITS MOST CAR CUP HOLDERS. The base is 2.9 inches wide and the bottle holds 24 oz, so it fits standard cup holders and backpack side pockets.”

Measure what changes

Amazon does not offer a separate Rufus report to most sellers. Watch conversion rate, return rate and your share of purchases in Search Query Performance before and after your changes.

The bottom line

With Rufus available to all US shoppers, listings that answer real questions clearly will win more often. Find the questions, answer them directly and fill every attribute. If you want help rewriting your listings for AI shopping, see our listings and A+ content service.

FAQs

Is Rufus available to all Amazon shoppers?

Amazon made Rufus available to all customers in the US in mid 2024.

How do I see what Rufus suggests for my product?

Open your product page in the Amazon app. Rufus shows suggested questions that shoppers commonly ask about products like yours.

Do I need to change my keywords for Rufus?

Keep your keyword research, but write your listing to also answer common questions in plain, specific language.