Last Week, Amazon embarked on the next chapter Ecommerce AI with the launch of Rufus, which promises to revolutionise search on Amazon.

This week Max was joined by Ecomtent co-founder & CTO, and PHD in AI, Timur Luguev; and founder of Converse Cart, AI-Powered search for ecommerce sellers' own websites, Shardul Aggarwal, to discuss what this is, and how Sellers should adapt. Read our full blog on the topic here.

As per Amazon's press release, “Rufus is a generative AI-powered expert shopping assistant trained on Amazon’s extensive product catalog, customer reviews, community Q&As, and information from across the web to answer customer questions on a variety of shopping needs and products, provide comparisons, and make recommendations based on conversational context".

Amazon's current A9 algorithm is a sophisticated search engine system that indexes products using data like titles and keywords, ranking them based on relevance and performance metrics such as sales history and customer feedback. This ranking adapts to changing customer behaviour and product performance, taking into account factors like keyword relevance, conversion rates, and customer reviews.

In contrast, Amazon's Rufus represents an advancement in AI for Ecommerce⁠ search technology, utilizing Large Language Models to interpret and respond to user queries more intuitively and conversationally. Rufus moves beyond traditional keyword-based searches by understanding query context and semantics, offering personalized recommendations and generating original content in response to user queries. This system is trained on Amazon's extensive product catalog and customer interactions, marking a shift towards a more dynamic, AI-driven search experience that mimics interacting with an informed assistant.