Hello Sellers,

We've seen questions recently about Rufus, Amazon's AI-powered conversational shopping assistant, and what to do when it displays inaccurate information about your products. I'd like to share how Rufus works, why errors can occur, and most importantly, how you can report them.

What is Rufus?

Rufus is Amazon's generative AI-powered shopping assistant, designed to help customers make more informed purchasing decisions. Customers can ask Rufus questions about products, compare options, get recommendations, and understand product details — all directly in the Amazon Shopping app and on Amazon.co.uk.

For product-specific questions such as "What are the dimensions?" or "Is this machine washable?", Rufus uses information found on your product's detail page.

Why might Rufus get things wrong?

It's still early days for generative AI, and Rufus won't always get it exactly right. Errors can occur when:

• Product detail page information is incomplete or inconsistent across sections
• Listing content hasn't been updated to reflect current product specifications
• Information conflicts between different parts of your detail page (e.g., bullet points say one thing, but the product description says another)

How to report Rufus errors

Step 1: Verify your listing first

Before submitting a report, check that your product detail page has the most up-to-date information. If the source content is incorrect or incomplete, updating your listing may resolve the issue.

Step 2: Submit a ticket via the Help Centre

When you submit a ticket, make sure you provide:

• The product ASIN
• A screenshot of the question asked and the response Rufus gave
• The nature of the issue — choose from: "Inaccurate or outdated product information", "Answer is incomplete or missing information", "Response is not answering the question", or "The answer can be improved"
• Additional details along with the expected response

To help verify the issue and make the necessary fix, also include any of the following:

• A screenshot of the specific section of your listing that has the discrepancy
• Any product or user manuals with the relevant information
• Information from the manufacturer's website

After you've submitted the issue, Amazon will investigate and make any needed updates.

What you can do proactively

• Audit your detail pages: Ensure bullet points, descriptions, and A+ Content are consistent and accurate
• Check for conflicting information: If different sections state different specifications, Rufus may surface the incorrect one
• Use all available content fields: The more complete and detailed your listing, the better Rufus can represent your product

Helpful resources

Rufus Seller Central Help page

Have you noticed Rufus providing inaccurate answers about your products? What steps did you take to resolve it? Share your experiences below.

Hello Sellers,

Prime Day returns this June, and we're dedicating the entire month of May to helping you prepare. Our Ask Amazon series this month is focused entirely on Prime Day readiness, covering the topics you've told us matter most.

🗓️ Save the Date: Join our Ask Amazon session on May 27th - Amazon partner teams will be answering your Prime Day readiness questions across Ads, Listings, Returns, and more.

Welcome to the final instalment of our Prime Day Readiness listing series! In Part 1, we covered listing creation fundamentals. In Part 2, we explored optimisation strategies. Now, let's talk about how to work smarter, not harder using Amazon's AI-powered tools.

With Prime Day approaching, you haven't got time to manually review every listing. These tools can help you identify gaps, generate improvements, and stay on top of changes — so you can focus on what matters most.

🤖 Rufus: Understand What Customers Are Asking

Rufus is Amazon's AI shopping assistant that helps customers find products by answering their questions. As a seller, understanding how Rufus interprets and presents product information can help you create more effective listings.

• Rufus pulls information from your listing content to answer customer questions
• Ensure your titles, bullet points, and descriptions clearly answer common "who, what, when, where, why, and how" questions
• Complete and accurate product attributes help Rufus provide better recommendations that include your products
• Think about the questions customers ask before purchasing — and make sure your listing answers them

Full guide: Rufus and Your Listings

🧑‍💼 Seller Assistant: AI-Powered Listing Guidance

Seller Assistant uses AI to provide personalised recommendations for improving your listings directly within Seller Central.

• Get actionable suggestions to improve your listing quality
• Identify missing information or areas where your listing could be stronger
• Receive guidance tailored to your specific products and category
• Save time by focusing on the changes that will have the most impact

Full guide: Seller Assistant

📋 Review Listing Changes

Staying on top of changes to your listings is critical — particularly during high-traffic periods like Prime Day. The Review Listing Changes tool helps you monitor and manage updates to your product detail pages.

• Track changes made to your listings (whether by you, Amazon, or other contributors)
• Review and accept or dispute changes that don't accurately represent your product
• Maintain control over your product information
• Catch issues before they impact your sales during peak traffic

Full guide: ASIN Creation Policy | Fix Suppressed Listings

🚀 Quick Action Checklist

• ✅ Review your listings through the lens of customer questions — does your content answer them clearly?
• ✅ Check Seller Assistant for personalised improvement recommendations
• ✅ Set up a routine to review listing changes weekly (particularly ahead of Prime Day)
• ✅ Ensure all product attributes are complete so AI tools can work effectively with your data
• ✅ Revisit Parts 1 and 2 of this series to ensure your foundation is solid

📚 Full Series Recap

• Part 1:Listing Creation — Titles, bullet points, attributes, and images
• Part 2: Listing Optimisation — Search optimisation, videos, A+ Content, and keywords
• Part 3: AI Tools (you're here!) — Rufus, Seller Assistant, and Review Listing Changes

Share Your Experience

AI tools are still relatively new for many sellers. We'd like to hear how you're using them:

• Have you used Seller Assistant recommendations to improve a listing? What changed?
• Has reviewing listing changes helped you catch an issue before it affected sales?
• What's one thing you wish these tools did differently?

Whether you're an early adopter or just getting started, your perspective helps the community. Share below.

Have questions? Comment them below.