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Disclaimer: The purpose of this article is to help Amazon sellers better understand the evolving landscape of product listing optimization—particularly in light of Amazon’s introduction of Gen-AI algorithms and related features. This content is intended solely for educational and informational purposes.

The insights and recommendations shared herein are based on public information, seller feedback, and independent analysis. This article is not affiliated with, endorsed by, or sponsored by Amazon.com, Inc. or any of its subsidiaries. It does not represent Amazon’s official views, policies, or future developments.

Sellers are encouraged to refer to Amazon Seller Central, official documentation, or consult their account representatives before implementing any changes to their operations based on this content. The authors of this blog assume no liability for actions taken based on the information provided.

--------------------

Several Amazon have recently reported a noticeable drop in product impressions on Amazon. Coincidentally, three days ago, Amazon announced the launch of a new AI-driven product explanation feature. These two developments remind us of what happened before last year’s Black Friday, when many listings disappeared from the first page of search rankings.

In this article, we will analyze Amazon's A9 algorithm and the new Gen-AI algorithm, as well as the newly introduced "Retailer Channel Product Promotion" ad feature. The goal is to help sellers understand how to regain lost traffic on Amazon.

Weekly Content Overview:

  1. Amazon AI Voice Shopping Expert Feature Introduction
  2. Comparison of Gen-AI Algorithm and A9 Algorithm
  3. Core Mechanism of Gen-AI and Listing Optimization

Part 1: Amazon AI Voice Shopping Expert Feature

On Friday, May 21, Amazon officially announced its new AI Voice Shopping Expert feature. According to Amazon, the feature:

  • Is based on Amazon's Gen-AI shopping model (like Rufus)
  • Appears below the main image on mobile product detail pages
  • Analyzes product functions, features, customer reviews, and off-Amazon performance
  • Allows customers to receive comprehensive, voice-based buying advice without needing to browse product pages themselves

Currently in beta testing, the feature is primarily targeted at:

  • U.S. consumers
  • Functional and complex products that require recommendations

Part 2: Comparison Between Gen-AI Algorithm and A9 Algorithm

Many sellers still rely on the traditional operational mindset of "impressions - clicks - conversions." However, since 2022, Amazon has been shifting toward a massive Gen-AI-based shopping model. As of 2024, AI shopping has become the core of Amazon’s algorithm. Below is a comparison of the two:

Why It's Time to Let Go of the A9 Algorithm:

  • A9 was based on Google's keyword search model, introduced in 1998. It extracted meta titles, descriptions, and links to match with user queries.
  • Amazon's A9, built after acquiring a Silicon Valley company in 2009, added e-commerce elements to the search algorithm.
  • Ranking factors included:
  • Keyword indexing (based on product titles)
  • Ranking (based on click-through, add-to-cart, and conversions)
  • Price, reviews, discounts, ads, and inventory influenced exposure and conversion, not ranking directly
  • From 2018 onward, Amazon clamped down on ranking manipulation
  • With increasing regulatory scrutiny (e.g., by the FTC), Amazon needed a more secure and fair system. Thus, the Gen-AI model was born.

The Logic Behind the Gen-AI Algorithm:

  1. 2020: Amazon started Gen-AI model development
  2. 2022: Introduced AI tools (image recognition, 3D modeling, virtual try-on)
  3. 2023: Urged sellers to complete attribute fields for AI training
  4. Feb 2024: Backend model "Cosmo" launched
  5. July 2024: Frontend model "Rufus" launched on mobile
  6. Nov 2024: Rufus expanded to desktop; listing titles shortened from 120 to 80 characters, the rest auto-generated by AI
  7. Nov 2024 Black Friday: Homepage redesigned to prioritize AI-driven recommendations over keyword search
  8. Spring 2025: "Interest" feature launched, guiding users via personal profiles
  9. May 2025: AI Voice Shopping Expert launched
  10. Amazon is guiding customers to:

Stop manual searching

  • Stop reading reviews themselves
  • Rely on Gen-AI for fair, authoritative product analysis

Part 3: Core of Gen-AI and Listing Optimization

Amazon's Gen-AI is a large, self-evolving model that affects both frontend and backend. Compared to traditional A9-based exposure, Gen-AI traffic is more massive, accurate, and high-converting. Key ranking and recommendation priorities include:

  1. Conversion rate: Still the #1 factor
  2. Attribute completeness: Precise details on color, material, size, usage, target audience
  3. Price competitiveness: Participation in Deals (BD/LD) increases exposure via Rufus
  4. AI functionality: Add 3D models, virtual try-ons, interactive demos
  5. Review summary tags:
  6. Green check = recommended
  7. Red dash = not recommended (hurts conversion)
  8. Return rate: Avoid "Frequently Returned Item" tag by adding detailed videos and manufacturer explanations
  9. Brand search volume: Higher brand visibility leads to higher recommendation priority
  10. Repeat purchase rate: Shown in Brand Analytics; signals loyalty
  11. Off-Amazon influence: Social media, third-party reviews, PR mentions
  12. Trend alignment: Product relevance to trending categories increases recommendation chances

Additional Recommendations:

11. Keep product titles within 80 characters

12. Use ChatGPT to test if your images/videos/A+ are readable by Amazon's AI

Strongly advised:

  1. Do not edit existing listings directly
  2. Instead, use Seller Central A/B Experiments to test AI-generated content
  3. Compare ad performance between old and new versions to assess effectiveness
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Unreasonable refund demands from buyers
by Seller_bHjlpuWAbIQiX

The buyer claims there is an issue with the product and demands a full refund within 24 hours but refuses to provide photos or proof [and will not return the item]. He/She is threatening to file a complaint if the refund is not issued. How should this be resolved?

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Amazon replied

I sent 2 gaming desktops to FBA FC 2 months ago (shipment ID is FBA18T3S1G3D), and I noticed after the shipment was received in full, 1 unit went under "researching" status. After 2 months, it was finally marked as lost/misplaced. But when I tried to file a reimbursement claim, the system keeps showing there are no actionable lost events associated with that FNSKU. I also checked the "Inventory Defect and Reimbursement Portal", but found no pending event for this lost inventory.

I opened a case, hoping the seller support can help me to investigate the issue. But the seller support just repeated there are no actionable lost events, without any further assistance....

The case ID is 17757431061.

Your help and advice is greatly appreciated!

@Seller_OOVUXZLmb2UEH

@Seller_s3amN64nZ4y9V

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How to publish a product without branding
by Seller_3I492dhRdlUId

Hello, I am unable to list my product. I have put generic for brand name and have purchases UPC code, yet it is giving me the 8572 code. PLease help

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Seller_ZywyYLEJfaZEr
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Hello Sellers & Amazon Team,

We are currently facing a low Account Health Rating (AHR) due to several patent violation claims. We have submitted multiple appeals to contest these violations; however, all have been rejected, seemingly by an automated system. We firmly believe that we have not infringed on any patents and that these claims are unfounded.

We have also reached out to the Account Health Assurance Team to report this issue and seek resolution. They advised us to escalate the matter to a higher internal team for a manual review to avoid automatic dismissal by bots.

However, up until now, either the Amazon support team has refused to take action or their response has been excessively delayed, impacting the urgency of the situation before it becomes too late to save the account.

To other sellers: If anyone has experienced this situation or has any ideas to resolve this issue, please share them with us. We deeply appreciate your support.

To Amazon Team: We kindly request your consideration to escalate our cases to a senior review team to thoroughly re-examine all of our appeals related to account health.

Thank you very much for your attention and support.

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What is marchent shipping group
by Seller_CzMROU0t216Y6
Amazon replied

i m not able to list my product due to " marchent shipping group"

I m unable to understand it

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Amazon replied

Hi,

I seem to have found myself stuck in an endless loop while trying to provide the necessary documents to satisfy the identify verification requirements for my account. When I initially submitted the requested documents, I mistakenly sent a bank statement that had no address printed on it. I received an email notifying me that the verification failed, which steps to follow to start an appeal and provide the necessary documents. However, when I follow those steps, it leads me to a page that simply says:

"We have failed to verify the information that you have provided. If you have further questions, please contact Seller Support."

...and has no options to do anything like provide additional information or start an appeal. When I use the Help option to contact seller support (as suggested by the message), my case is immediately closed with an automated response that says, "This email address is not the correct channel to submit an appeal." followed by the same instructions I originally received via email, which don't work.

I'm not sure what I'm supposed to do here. Can anyone assist?

Thank you.

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We are the brand owner of Bubplay. Our Parent ASIN: B0F1MSWDPC and all its child ASINs: B0CSK9CK4X, B0DZW1SMMR, and B0D8NZ2Q7J were originally categorized under gl_home_improvement, but they have been maliciously changed to gl_digital_video_download, which has caused the listings to become inactive. Please immediately help us revert all the ASINs back to gl_home_improvement, as this issue has severely impacted our sales. Additionally, please suppressed any further unauthorized changes to other GL types.

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Reimbursement for lost and damaged goods
by Seller_S2TvVZ2fcRKyr
Amazon replied

Hi Team

We have some of our inventory marked as lost and damaged in the inventory ledger report. The approved sourcing cost to be reimbursed for the product is $48.07 where as Amazon has reimbursed $14.07 against each unit. Amazon is denying to reimburse the approved amount without mentioning any reason. The case ID 17535653931 can be looked into for your reference. Please resolve this case and reimburse the full approved amount for the lost units.

@Seller_l3eCP9f1PtJXC@Seller_RSwABJNHpHnEZ

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Seller_PSEZCDp4dIhLa
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I know costco is a wholesale so will invoices from Costco work if I purchase online?

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