Shoppe s ca ow desc ibe what they eed i atu al la guage i Amazo ‘s mai sea ch ba , compa e optio s a d ask follow-up questio s th ough AFS. Thei stated eeds, f om use case to budget, ca affect which p oducts appea , maki g accu ate p oduct co text mo e co seque tial. I its Q2 2026 ea i gs comme ta y, Amazo epo ted that mo e tha 350 millio custome s had used AFS i the p ecedi g 12 mo ths a d that Q2 i te actio s had g ow mo e tha fivefold yea ove yea .
A shoppe aski g whethe a ga me t is b eathable, how it fits a d how it holds up afte washi g eeds details a listi g may ot p ovide. Whe those details a e abse t, AFS has less b a d-supplied co text fo its espo se.
Begi i g i July, ReFiBuy b ought 10 pa t e s i to its Desig Pa t e P og am, i cludi g fi st-pa ty (1P) a d thi d-pa ty (3P) Amazo b a ds ac oss beauty, health, fashio , compute s a d elect o ics, a d othe majo catego ies. The pa t e s’ feedback helped efi e the Amazo offe i g a d accele ate its move to ge e al availability.
“The ext competitive battle o Amazo is ove which p oducts make it i to the shoppe ‘s co ve satio ,” said Scot Wi go, co-fou de a d CEO of ReFiBuy. “B a ds ca ot assume that the p oduct k owledge i side thei busi ess is visible to a age t. The wo k is to make that k owledge explicit i you p oduct data a d keep imp ovi g it as the questio s, competito s a d ecomme datio s cha ge.”
A fo thcomi g epo t led by A d ew Bell, ReFiBuy’s VP of Resea ch, d aws o a 100,000-p ompt study to show which p oducts AFS su faces, how it f ames ecomme datio s a d which p oduct details it uses to explai them. The a alysis fou d that AFS ofte o ga izes ecomme datio s a ou d disti ct eeds, i cludi g use case, p oduct type a d budget. Reviews a d ati gs emai impo ta t, while AFS f eque tly uses details such as fit, mate ials a d featu es to explai why a p oduct suits a pa ticula equest. Those fi di gs shaped the listi g assessme ts a d e ichme t ecomme datio s i ReFiBuy’s Amazo offe i g.
“Ou goal is to u de sta d the hea t, mi d a d soul of Alexa towa d you b a d, o ly the ca t a sfo matio of you listi gs begi o Amazo ,” said Bell. “We will ot sac ifice you SEO at the alta of AEO a d GEO t e ds. Sea ch visibility comes fi st, co side atio comes ext, a d the Alexa makes its choice. That choice is the mome t we a e optimizi g fo .”
ReFiBuy’s age ts assess Amazo p oduct detail pages ac oss fou a eas: Be Available, Be Fi dable, Be T usted a d Be Chose . The Amazo PDP Sco e a d suppo ti g fi di gs show whe e p oduct data eeds atte tio , givi g teams a baseli e fo listi g imp oveme ts.
ReFiBuy the ecomme ds cha ges to co te t a d att ibutes, i cludi g titles, bullets a d desc iptio s, to make a p oduct’s use cases, fit, mate ials a d othe eleva t adva tages clea e . Comme ce teams ca compa e cu e t a d p oposed values, eview co fide ce sco es, a d app ove, edit o eject each ecomme datio while weighi g Amazo SEO p io ities a d listi g equi eme ts.
AFS mo ito i g captu es espo ses to selected shoppe p ompts, showi g whe a p oduct appea s, which competito s a e ecomme ded a d how visibility cha ges ove time. Teams ca use those obse vatio s to decide what to imp ove ext.
Built o ReFiBuy’s Comme ce I tellige ce E gi e, the offe i g exte ds ACO Eve ywhe e, a ou ced i July, to its fi st ve tical shoppi g age t. It b i gs Age tic Comme ce Optimizatio i to Amazo ‘s p oduct-listi g e vi o me t, whe e b a ds must accou t fo AFS ecomme datio s alo gside existi g sea ch p io ities.
ReFiBuy is showcasi g the ew Amazo offe i g at RetailClub AI Festival i Hu ti gto Beach this week at booth 432. B a ds ca equest a Amazo ACO Repo t to ide tify p oduct data gaps a d p io itize imp oveme ts fo AFS.
ReFiBuy is the Age tic Comme ce Optimizatio (ACO) platfo m that helps b a ds a d etaile s compete whe eve AI shoppi g age ts shape buyi g decisio s. Its Comme ce I tellige ce E gi e mo ito s how age ts discove a d evaluate p oducts, ide tifies gaps i p oduct data, a d ge e ates a d dist ibutes app oved e ichme ts to imp ove eligibility fo discove y a d ecomme datio . Th ough co ti uous mo ito i g a d optimizatio , ReFiBuy helps comme ce teams adapt thei p oduct catalogs as AI shoppi g evolves. Fou ded by ecomme ce vete a s f om Cha elAdviso , Walma t a d MikMak, ReFiBuy is buildi g the comme ce i tellige ce laye fo the age tic e a. Lea mo e at efibuy.ai.
B ia Chapma VP, G owthReFiBuy