Hey Amazon Pros 👋

TL;DR:

AI on Amazon is shifting again and this week it’s all about how buyers shop and how brands get found.

Amazon quietly rolled out major upgrades across Rufus, Amazon Business Assistant, and its AI-powered procurement stack.

Together, these shifts signal a future where discovery, comparison, and purchasing happen through conversational AI layers sitting on top of your listings…

Not inside them.

The sellers and agencies who adapt fast - especially around structured data, clarity, and agent-readability - are about to get an unfair advantage.

Here’s what matters this week:

Amazon expands Rufus + Business Assistant into deeper product comparison and procurement flows
Amazon Ads unveils its new AI Agent for campaign creation
New 15-month lookback window lands in Amazon Ads Console
CortexIQ soft launch update (only 3 seats left!)

Rufus Gets a Promotion — and Amazon Quietly Tests an AI Business Assistant

Amazon quietly rolled out major upgrades to Rufus and the new Business Assistant this past week and together they signal Amazon’s push toward AI-driven purchasing, recommendation automation, and procurement workflows.

Good for buyers… but sellers shouldn’t assume Amazon’s AI will act in their best interest.

Agencies and sellers that understand how these systems rank, reason, and “choose” products will control the next era of visibility.

Over the last 10 days, Amazon pushed two important updates:

1) Rufus is expanding into high-consideration shopping - surfacing deeper comparisons, more structured attributes, and more agent-like decision making.

2) Amazon Business Assistant is now testing AI procurement flows - meaning B2B buyers may soon offload their purchasing decisions to an AI layer inside Amazon.

For sellers and agencies, this is the start of a bigger shift:

AI systems are becoming the “layer between the buyer and the marketplace.”

That means your listing, your data structure, your clarity, your pricing logic, and your review quality matter more than ever because these systems don’t shop like humans...

They shop like machines.

What matters to them?

Clean specs
Clear product relationships
Consistent attributes
Obvious value for money
High-signal reviews
Zero ambiguity

If you’re not machine-optimized, you’re about to lose impressions to brands that are.

Amazon Ads Agent: Impressive… but Not Exactly On Your Side

This week, at unBoxed, Amazon showcased its new Ads Agent -

An AI tool that can generate campaigns, build ad groups, and interpret media plans automatically.

It looks slick.

It’s fast.

And it will absolutely make ad creation easier.

But here’s the part most Amazon sellers and agencies forget:

Amazon usually optimizes for Amazon.

Not you.

Amazon wants:

✔️ Higher spend
✔️ More impressions flowing through their exchange
✔️ Campaign structures that benefit Amazon’s inventory
✔️ Budgets deployed in ways that increase their revenue

And historically, Amazon’s automated strategies tend to:

Overspend to “learn”
Favor broad reach over efficient targeting
Push budgets into high-traffic, high-CPC placements
Encourage “recommended” structures that waste money

So yes, Ads Agent is a useful tool.

But no, it is not a replacement for an agency, a strategist, or an AI built for the brand’s best interests, not Amazon’s.

That’s exactly why we built CortexIQ differently. (more on that below)

BREAKING: Amazon Ads Reporting Lookback Window Extended to 15 Months

This one flew under the radar, but it’s huge:
Amazon just expanded the reporting lookback window from 90 days → 15 months for daily data across campaigns, targeting, and search terms.

This unlocks:
• Long-term seasonality analysis
• Year-over-year ROAS and TACOS clarity
• Better forecasting
• True lifecycle analysis of keywords and ASINs

If Amazon exposes this through the API, tools and agencies will finally be able to backfill meaningful historical performance - a massive upgrade for strategic planning.

CortexIQ Update (🔥 Only 3 Seats Left)

We opened our soft launch late last week… and we’re already down to 3 seats left out of the first 10 beta spots.

If you want one of the founding-member seats (50% lifetime discount), reply to this email or write to hello@sellersynapse.com and tell us a bit about your Amazon business.

We’ll let you know if you’re a fit for the beta group.

Now, let’s address the big question everyone’s asking this week:

“How does CortexIQ compare to Amazon’s new AI Ads Agent?”

Short answer: they’re not even trying to solve the same problem.

Amazon’s agent is designed to do one thing extremely well:
optimize ads in a way that most likely increases Amazon’s revenue.

That means more spend, faster spend, and recommendations aligned with Amazon’s incentives... not yours.

CortexIQ was built from the ground up with the opposite philosophy:
optimize for the user first.

Your margins.
Your strategy.
Your long-term performance.

And it's not just ads. You can learn more here.

Again, ff you want to shape the direction of the product - and lock in the best pricing we’ll ever offer - now’s the time to grab one of the final early access seats.

Reply here or email hello@sellersynapse.com for more details.

🛠️ Resources

Free Amazon Tools from SellerSynapse:

PPC Analyzer - PPC Analysis in seconds!
PPC Ngram Analyzer Pro - Advanced PPC Analysis in seconds!
RoastMyListing.ai - Get AI-powered analysis of Amazon listings with humorous twist!
Ngram GPT - Optimize PPC ads with ChatGPT
CVR Pro - See how your product is converting compared to competition

That's it for this week! Have questions or feedback? Hit reply - we read every response.

Forward this to a brand owner who needs to stay ahead of the curve.