This week’s episode is a bit different.

AI is everywhere right now. Everyone’s talking about it. Everyone’s telling you to optimise for it.

But are we overthinking it?

We break down what AI actually is (and isn’t), why most of the conversation is being overhyped, and what that means for Amazon sellers right now.

We get into:

1. Why AI isn’t “intelligent” (and why that matters)
2. The real role of LLMs and what they’re actually doing
3. Whether AI is actually replacing jobs — or just making teams more efficient
4. The truth about Amazon’s Rufus and whether you should care yet
5. Why most sellers are focusing on the wrong things
6. What actually drives performance on Amazon (and why that hasn’t changed)

If you’re feeling like you need to “figure out AI” — this episode should bring you back to what actually matters.

If you’ve got thoughts on AI, Rufus, or where this is all heading - drop them in the comments. We’d love to hear your take.

00:00 – AI isn’t as smart as you think

02:30 – What AI actually is (and isn’t)

05:00 – Are we overhyping AI?

08:30 – Jobs, layoffs & the “AI excuse”

11:00 – Amazon Rufus: should you care?

13:30 – What actually works on Amazon

16:00 – The real takeaway: don’t chase hype