[ BDSN ] 🕵🏼‍♀️ How to win the new Amazon search game

🕵🏼‍♀️ HOW SEMANTICS & BEHAVIOR FUEL AMAZON SEARCH

Amazon is changing how its search bar works using AI and shopper behavior — and this is a big deal for sellers like you.

Andrew Bell has been working for three months on the Amazon search bar framework, in particular through the lens of 3 patents that give us a new and powerful technology.

🧩 What’s New?

Amazon built a new system that understands what people mean, not just what they type. Even if someone writes a weird or super specific search (like “mug for camping trips with lid”), Amazon can now show them good results — even if it hasn’t seen that exact search before.

🔑 How Does It Work?

1. Learns from What People Order
   If two different searches (like “thermal mug” and “camping coffee cup”) lead to buying the same product, Amazon now sees those searches as related.

2. Uses Smart AI Models
   The system runs two steps:

   • A fast tool to find similar past searches.

   • A smarter tool to rank those results by how well they match what the person wants.

3. Shares Data With New Products
   If your product is new, Amazon can borrow info from other similar products to help it show up faster in search.

🧠 What This Means for Sellers

✅ Your new or niche items can be found faster — even without reviews or sales.
✅ Keyword stuffing is out. Natural, helpful copy is in.
✅ Bundles and cross-sells matter more than ever — “frequently bought together” isn’t just a nice-to-have anymore.

💡 Seller Tips to Optimize:

1. Use real language
   Say what the product is for, not just what it is. Example: “Great for hiking mornings” instead of just “travel mug.”

2. List similar terms
   Use different ways people might search for the same thing: “insulated mug,” “camping cup,” “travel coffee tumbler.”

3. Run early deals
   Launch with small promos to generate clicks and sales — that helps Amazon “learn” faster.

4. Mention complementary products
   In your A+ content or bullets, show what else your product goes with — like “Pairs well with our pour-over coffee filter.”

5. Keep refreshing your keywords
   Watch trends, check your search term report, and update your listing with new phrases regularly.

📈 Bottom line: The smarter Amazon’s search gets, the smarter your listings need to be. Focus on how customers think and what they purchase together — and your products will stay visible, clickable, and profitable.

This is how you win the new Amazon search game. Read his full analysis.

🚀 SEO ISN’T JUST for GOOGLE ANYMORE - AEO is HERE

You’ve probably heard the buzz…

Search engine optimization (SEO) isn’t just about Google rankings anymore. It’s about showing up in AI-powered search results—where more and more shoppers are finding answers without ever clicking a link.

Google has been ramping up AI Overviews, going from triggering them for 5% of queries to triggering them for 30%—and only over the course of a month.

Answer Engine Optimization (AEO)? AEO is a specialized approach to optimizing content for AI-driven search engines and voice search assistants. Unlike traditional SEO, which focuses on ranking in search engine results, AEO aims to directly answer user

That’s a massive shift. And if your brand wants to stay visible outside the Amazon sandbox, you’ll need to rethink how you rank.

Top SEO expert Bruce Clay says to focus on these four players shaping the future of search:

1️⃣ Google’s AI Overviews (AIO)

Google still owns 87% of the U.S. search market—and AIO answers now appear above the traditional search results. Users love it because they get instant answers without clicking around.

Why it matters for sellers:
Google’s AI pulls from its top 20 results. If your blog, landing page, or brand site isn’t ranking there, you’re invisible. But if you are? You could get up to 3.2x more clicks.

✅ Tip: Publish helpful, skimmable content around your products and niche. Think: “What’s the best detox cleanse?”—then answer it with authority.

✅ Here are two areas to focus on, according to Jim Yu, founder and executive chair of BrightEdge:

• Create complementary content that answers the next logical question(s). Your content addressing follow-up questions now has better chances of being cited even if it doesn’t rank in the top 10 regular results.

• Don’t choose between ranking well or appearing in AI Overviews – aim for both. Track your presence in both areas to get a complete picture of your search visibility.

2️⃣ ChatGPT (OpenAI)

ChatGPT is now a real traffic driver, with over 400 million weekly active users and nearly 20% of the AI market. It pulls data from Bing and other trusted sources.

Why it matters for sellers:
Ranking on Bing just became cool again. Between Sept 2024 and Feb 2025, ChatGPT referrals grew by 123%. If you’re creating guides, FAQs, or thought leadership, you want that visibility.

✅ Tip: Repurpose your Amazon product knowledge into blog posts or comparison guides that rank on Bing.

3️⃣ Perplexity AI

Perplexity is growing fast, with 15M+ monthly active users, and it actually shows source links—a dream for sellers building authority off Amazon.

Why it matters for sellers:
Perplexity rewards clear, well-organized content. It’s especially useful for sellers running DTC or educational content sites.

✅ Tip: Use clean headings, Q&A formats, and cite sources. Think like a journalist, not just a marketer.

4️⃣ Microsoft Bing’s Copilot

Bing’s Copilot serves AI answers straight at the top—just like Google AIO. It also offers “Deep Search,” giving even more visibility to top-ranking content.

Why it matters for sellers:
Getting into Bing’s top results boosts your chance of being featured in AI responses—critical for brand discovery.

✅ Tip: Optimize your pages for Bing's ranking factors (speed, security, clarity) and don’t ignore schema markup.

🎯 The Bottom Line:

If you're only optimizing for Amazon or old-school Google SERPs… you're leaving visibility and traffic on the table.

The new SEO game is about showing up in AI answers—where decisions are made before clicks happen.

🔑 Start by targeting the Big 4 (Google AIO, ChatGPT, Perplexity, Bing Copilot) and make sure your off-Amazon content is:

• High-authority

• User-focused

• Structured and skimmable

• Optimized for both humans and AI

AI search is here. Either you show up—or your competitors will.

🗜️ HAUL ADDS BRANDS & AMAZON WILL GRAB IT FOR YOU

Two major shifts are happening at Amazon that sellers need to know now—both with massive implications for pricing, sourcing, competition, and the future of the customer journey.

The End of De Minimis is Here—Haul is Morphing

Until now, Amazon’s “Haul” storefront leaned heavily on the de minimis loophole, allowing cheap, unbranded products shipped directly from China to avoid tariffs.

But starting May 2, that loophole is closing—and so is the window for direct-from-China arbitrage.

Here’s what’s changing:

• De Minimis Gone: Sellers using low-value, direct-import tactics (think Temu-style under-$20 goods) will face new tariff costs, squeezing margins.

• Haul Rebrands to ... Amazon?: Amazon is now stocking Haul with domestic, name-brand goods (like Adidas and Levi’s) shipped from U.S. warehouses.

• Why This Matters: The low-price + slow shipping model that defined Haul no longer applies. Even product pricing overlaps with regular Amazon listings, making Haul's value prop unclear—and its long-term future uncertain.

Amazon’s AI Agent Can Now Order from OTHER Websites 😳

Amazon has quietly entered the AI shopping assistant wars. The new Buy for Me feature lets customers use the Amazon app to:

• Discover products not listed on Amazon (from brand sites)

• View Amazon-style product detail pages inside the app

• Tap Buy for Me—and Amazon will order the item on their behalf directly from the brand’s website

🚀 Powered by Amazon's new Nova AI agent, here’s what sellers should know:

• Amazon handles the checkout process using customer info.

• Orders are fulfilled by the brand, not Amazon—no Prime protection, no A-to-Z protection.

• Shoppers track third-party orders inside the Amazon app.

• Amazon currently earns no commission, but it’s just a matter of time.

🔮 Implications:

• Amazon is positioning itself as the universal shopping OS, even for non-Amazon sellers.

• Brands that don’t sell on Amazon may unknowingly gain exposure—and traffic—through Amazon’s app.

• This agentic AI trend is exploding, with competitors like OpenAI and Perplexity already in the game.

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💃 VIBE MARKETING CHEAT SHEET

"Vibe marketing" (using agents to drive marketing) is all the rage now in marketing, using make.com automations or N8N agent flows. Here’s a cheat sheet:

✌🏼 See you again Thursday …

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