This podcast episode argues that Amazon's AI shopping assistant, Rufus, has minimal impact on product rankings in 2025. The speaker, Steven Pope, challenges claims of Rufus's influence by citing the continued effectiveness of traditional SEO techniques like alt text and A+ content, and by analyzing keyword search volume data which shows no significant changes correlating with Rufus's launch. He uses examples from his own product listings and keyword research tools (Helium 10) to support his argument that current AI technology lacks the image-reading and semantic understanding capabilities needed to significantly influence Amazon rankings. Pope concludes that while Rufus might improve in the future, its current impact is negligible for Amazon sellers.
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