Each month, we break down the most important updates shaping the Amazon marketplace so you can stay informed, proactive, and competitive. In this issue, we’re diving into a major shift that’s redefining how customers discover and choose products online: the rise of AI-powered shopping assistants. From ChatGPT’s new shopping feature to Amazon’s own AI enhancements, we’ll cover what’s changing, why it matters, and what smart sellers should do next.
Conversational Commerce Is Here: ChatGPT Enters the Shopping Arena
Last week, OpenAI began rolling out a new Shopping feature within ChatGPT, marking a significant milestone in conversational commerce. When you use ChatGPT for product-related searches, you now receive personalized product cards linking directly to online stores, complete with pricing and customer reviews.
Though it may seem like a minor update, this feature holds significant implications for retailers. OpenAI has officially entered the product discovery landscape. While ChatGPT’s market share remains modest compared to giants like Google, it’s important to recognize that users deeply trust ChatGPT. Its recommendations are perceived much like those from a close, empathetic friend.
According to OpenAI itself the new shopping results provided by ChatGPT are independently determined, free from advertisements or direct commissions. They rely primarily on structured metadata from third parties, such as pricing, product descriptions, and customer reviews. That said, forward thinking marketers are already trying to dig deeper and learn how a Chat Bot can be influenced to recommend one brand over another.
Implications for Brands:
ChatGPT’s entry into shopping represents a substantial shift in online product discovery, placing OpenAI in direct competition with Google, Meta, and even Amazon itself.OpenAI has explicitly stated that any merchant can potentially appear in ChatGPT results if their website allows crawling by the new OAI-SearchBot via robots.txt. They also introduced a waitlist for brands interested in submitting richer producd data feeds.However, ChatGPT’s reliance on structured third-party data means brands operating solely through proprietary websites, especially smaller brands with limited structured content or fewer reviews, may face challenges in being recommended.
Amazon is Changing to Adapt:
Simultaneously, Amazon continues enhancing its own conversational search capabilities through AI tools like Rufus and recently announced innovations such as Two-Part Titles designed specifically for conversational AI optimization. Additionally, Amazon introduced the “Buy for Me” feature, currently in beta, allowing shoppers to purchase products directly from third-party brand websites within the Amazon app, even if those items aren’t available directly on Amazon. By keeping users inside its ecosystem and acting as the purchase agent, Amazon is positioning itself to remain the central hub for product discovery in an AI-driven future.
Action Items for Sellers:
- Check Technical SEO of Your Assets: Ensure your brand’s website allows crawling by OAI-SearchBot through robots.txt and adheres to general technical SEO best practices.
- Boost Off-Amazon Content & Mentions: AI tools frequently cross-reference external sources when evaluating products. Actively cultivate positive mentions and reviews on blogs, review sites, and social media.
- Target Your Content at Common AI Queries: Consider how consumers naturally phrase questions to AI assistants. Align your product descriptions and FAQs with these common conversational queries.
- Optimize Amazon Listings for AI Visibility: LLMs increasingly reference Amazon product pages. Make your listings AI-ready: Use natural, detailed descriptions, include Customer FAQ and maximize Backend Fields to increase your chances of appearing in AI-generated shopping recommendations.
Bottom Line:
Conversational AI is becoming a crucial channel within the purchase funnel. Ensuring your product data is AI-ready will become pivotal for maintaining visibility, whether customers complete purchases on Amazon, Shopify, or directly within ChatGPT.
At Wise Commerce, we stay ahead of the curve, constantly adapting to the latest innovations and tailoring each strategy to fit the unique needs of every client. Reach out to us with any question or concern about your Amazon activity.
