In Part 2 of this deep dive into Amazon’s evolving search algorithm, Hamish Conway is joined again by Viktoriya, Sell Global Account Director, to explore Rufus - Amazon’s new AI-powered shopping assistant. They break down how Rufus builds on the Cosmo algorithm to deliver more personalised, intent-led search results, and why this shift is a game-changer for sellers. Viktoriya shares insights on how to optimise listings for natural language queries, leverage images and video to boost relevance, and why brands who act now will have the edge. They also explore how Rufus is already reshaping ad placements and opening up new visibility for challenger brands. If you’re selling on Amazon, this is essential listening to stay ahead of what’s coming next.