Overview

Amazon is replacing its traditional keyword‑driven search with two linked AI engines—COSMO and RUFUS—to deliver intent‑focused, conversational product discovery. The change rolled out to U.S. shoppers in early 2024 and now determines how third‑party listings appear in both search results and the new chat‑style assistant. Sellers who ignore the shift risk losing visibility and sales.

Key Points

• Intent‑first indexing — Queries such as “lightweight hiking boots for rainy trails” are interpreted for purpose, not just matched to exact words.
• RUFUS chat assistant — Shoppers can type natural‑language requests like “gift ideas for a new chef” and receive a curated list of products.
• Unified knowledge graph — COSMO builds a network linking product attributes, use‑case scenarios, and customer intent signals, which RUFUS draws on for recommendations.
• Behavior‑driven ranking — Click‑through rate, time spent on a detail page, and conversion likelihood now outweigh raw keyword density in the ranking algorithm.
• External credibility factor — Mentions in reputable blogs, influencer posts, or news articles feed into the AI’s relevance score, boosting products with strong off‑site authority.

What's Changing

1. Semantic query interpretation — When a buyer types “comfortable office chair for long meetings,” the system identifies the need for ergonomic support and surfaces chairs with high back‑rest ratings, rather than only those containing the exact phrase.
2. Conversational recommendation flow — A user asks RUFUS, “What’s a good portable blender for smoothies on the go?” The assistant replies with a short list, comparing battery life, capacity, and price, instead of showing a static search results page.
3. Dynamic product relationship mapping — COSMO links a “vegan leather jacket” to related items such as “eco‑friendly shoes” and “sustainable accessories,” allowing the AI to suggest complementary products during a chat session.
4. Engagement‑weighted placement — Listings that achieve a 5% higher click‑through rate than category averages see a noticeable bump in their placement, even if their keyword match score is lower.