How AI Is Transforming Product Discovery on Amazon: What Brands Need to Know

Searching on Amazon is changing. It’s no longer just about using keywords. Instead, how visible a product is today depends more on customer behaviour and relevancy throughout the shopping process.

The change is because Amazon’s COSMO technologies are giving more importance to what customers actually intend to do. Therefore, Amazon focuses more on what a customer is trying to achieve. The purpose of the listing is more important than just the words in the title, bullet points, or backend fields. If a customer searches for “protein shakes for weight gain,” the listing emphasises the use of protein powder as a gym supplement. The product offers a calorie-dense formulation for healthy weight support, with capability for use as a meal replacement or for bulking and recovery. Both listings may contain overlapping terms. Only one fully reflects the customer’s objective and end goal.

This distinction holds significance as it influences the positioning of products in search results. For example, it changes their position in search results and in the ‘frequently bought together’ sections. It also influences sponsored placements and personalised recommendations. This trend is true no matter how the brand works within Amazon.

Behaviour Now Drives Visibility

Amazon increasingly evaluates signals such as:

• Engagement patterns on the product page
• Dwell time and content interaction
• Conversion behaviour over time
• Repeat purchases and subscription activity
• Cross-category relevance and basket relationships

These signals help determine which products Amazon is more confident in showing to similar customers in future searches and browsing sessions.

What This Means For Brands

Optimising for this shift is not about adding more words or stuffing additional phrases into listings. It requires clarity of purpose and consistency of message across every touchpoint, including:

• Use-case definition
• Customer problem statements
• Functional and emotional benefits
• Supporting context in imagery and A+-style content
• Structural consistency across the wider catalogue

At Market Rocket, our focus is on aligning product content, asset strategies, and advertising to reflect genuine customer intent, ensuring that listings are structured in a way that is easily interpreted by both customers and Amazon’s evolving systems. This is not change for the sake of change. It is refined for long-term visibility, performance and commercial resilience. If your listings were created under an older search model, it may be time to reassess how effectively they communicate meaning, value, and relevance today.

Want to see your Amazon performance skyrocket?  Book a call with our team or email us at amazon@marketrocket.co.uk to take your brand to the next level.