AI is rewriting the rules of retail search — and brands are racing to keep up.
Today, AI shopping assistants like Amazon’s Rufus and Walmart’s Sparky are becoming everyday buying companions for many shoppers, while emerging third-party platforms like ChatGPT began luring eyeballs — along with product discovery — away from traditional ecommerce sites. This new era of Agentic Commerce requires brands to not only win with shoppers and search algorithms — but with the AI agents that are now influencing what products are seen and sold.
With more than 300 million Amazon shoppers having already used Rufus — and with those users buying recommended products at significantly higher rates than typical Amazon searchers — the stakes couldn’t be higher for brands. SEO, meet AEO. Share of Voice, say hello to Share of Agentic Recommendations.
This new report from Publicis Commerce, developed through research led by Profitero+ and Mars United Commerce, delivers one of the first in-depth analyses of brand performance within Amazon’s Rufus, uncovering what actually drives AI-powered product recommendations — and whether foundational content optimization can boost visibility and sales.
The results will help brands begin to develop an actionable strategy for winning in the new age of Agentic Commerce.
