How Amazon Brands Win in 2027: AI Signals and Smarter Ranking

Key takeaways

• AZ Rank's Alina Vlaic: organize ranking around a root keyword and a small cluster of three to six long-tail variants. Fifteen is too many.
• Sequence matters. Win the long tails first and hold them on page one, then add medium keywords, then the main one. Going after the main keyword from day one is the common mistake.
• Her case study ranked a planner product for 2026 and 2027 by starting with long tails such as "academic planner 2026 2027", with PPC running on the same keywords.
• Jon: 350 million customers now use Alexa for Shopping, with 21% higher average cart value and 48% higher conversion on sponsored prompts. A study he cited found 63.9% of recommendations came from outside the organic top 10.
• Jon said the average AI Readiness Score he sees is 54 out of 100, so sellers who send the right relevance signals before Q4 can get ahead early.

Welcome and introductions

All right, welcome. Welcome. We'll give it a few minutes for people to roll in. Good signup number today. It should be should be quite a bit of people jumping in. So I'm looking forward to hearing where everyone's from. And what's on your mind, you know, it's it's a good smaller panel today, but you know, you guys have our attention. So any questions that you have as we build into Q4, which is going to be critical for all of us as Amazon sellers. Now's the time to ask questions, right? So, welcome to everyone coming in. I'll give it a couple minutes. Please let us know where you're coming from.

I see Alan John's saying hello. Love to know where you're from as well. And, yeah, cool panel today. You know, we've got Alina all the way in from Romania. From AZ Rank, the founder of AZ Rank. Very cool service and I'm sure a lot of you know her. You know follow her on LinkedIn and you know she's got a great newsletter as well and you know she's going to talk through her subject matter first today and really what we're talking about is how to you know how to be smarter about your Amazon business in 2026 which is the rest of Q4 which is critical and then going into 2027 we'll be talking about ranking strategies and then I'm going to be talking about AI signals and some really big updates that we have around that area that I want to share with you guys.

And yeah, this ranking idea is you know we part of our managed service side of the business of ZonGuru Tilstar we use we use ranking services and they work really well. So I'm super curious to hear a lot more about that today from Alina. And yeah, you know, the other thing that you know, well, before I jump into some other things that I want to update on, welcome Alina. Good to have you

Thank you so much. Very happy to be here and hi everyone.

Yeah. Yeah. Let's get some hellos from people over there. I know you guys are there. So, I want to want to hear from you. Again you know how we roll today is we'll we'll cover 10 to 15 minutes you know downloading our knowledge to this group who are here today. We keep it conversational. The more you can engage with us and ask questions you know the better value we can provide. So if it's on the topic great if it's off topic great as well because you know we cover everything here. So you know we'll we'll chat for 10 to 15 minutes each and then we'll open it up to a Q&A at the end as well and give it a give it some minutes so that we can answer your questions right this is such a critical time for all of us and yeah you know I think the big thing and this is a lot of what I'm going to talk about in a few minutes but we've got Amazon Accelerate coming up in a couple weeks and that's Amazon's big day you know similar to Google and Apple you know they typically announce some new hairbrain ideas that they have.

A lot of them don't work, but some of them do, you know, but they usually have that announcement coming out. And you know, my bet is there's going to be a lot of updates around AI and Alexa for Shopping. You know, it's a pretty safe bet that they're going to be announcing some more stuff there. And I'll give you some of the reasons why when I when I cover what I'm talking about. But, you know, I think this Q4 is going to be very different to previous Q4s in that if you're not really optimized for Amazon's AI, you're going to miss out on a lot of opportunity because they're going to be a lot more aggressive with especially Alexa for Shopping and conversational search you know this quarter.

And I'll give you some of the details behind that as to why I think that's going to happen. So, I'm going to cover a lot of that and just give you guys what I think is the best opportunity for really helping your sales going into Q4 and obviously 2027. And part of that is going to be for sure if you're not trying it already you know participating in some ranking campaigns which I think will be really helpful for all of us here. So you know with that I want to hand over to you Alina to take us through the first 15 minutes really you know give us your give us your best and you know we'll get some engagement from everyone here and go for it.

Derek you're saying the streaming is glitchy. I don't see anything on our side at the moment but let us know if it gets if it gets worse but hopefully not. And you know maybe give it a couple seconds it'll improve. We're using a Streamyard and they usually generally pretty good so we should be good. Alina floor's yours.

Thank you so much. Let me share my screen and make sure everything Is it good everybody?

Yes, I can see it. Perfect.

AZ Rank: the cluster advantage for ranking campaigns

Okay. So today we're going to be talking about a concept which is called the cluster advantage and basically it's a case study that I want to show you guys which was a ranking campaign that one of our brands clients did and it's a very good example I think maybe you'll have something to think about after this webinar regarding on how to better and smarter organize the ranking in your ranking positions in Q4. First let me tell you yeah so the asim will be anonymous because we don't share but I got permission to show you the keywords so that keywords will be exactly what happened.

First a few words about us. Yes, AZ Rank was born many years ago, 2018. We've been here for eight years. We've seen a lot on what's going on, what has been going on across marketplaces. Mostly focusing on Amazon US and Europe, but also Tik Tok shop. Now it's the you know the everybody's talking about Tik Tok shop right now and yes ranking campaign work on Tik Tok shop and luckily still even reviews we've worked with more than 500 5,000 brands a lot of product launches and relaunches and rank maintenance we've we've seen quite a lot of the Amazon ecosystem.

Now this u campaign this case study that I'm I'm I thought of bringing to your attention today is a very decent numbers let's say campaign 125 units for those who don't know but I'm pretty sure everyone is familiar when I say ranking campaign I'm talking about giveaways right so not PPC yes PPC is on for those keywords But when I say ranking campaign and 125 units, that means the seller ran 125 purchases, focus on those specific keywords with us, right?

Now the cluster principle which is the most important thing that I want I want you the single thing that I want you to take away today after this cluttering longtail keywords relevant long tail long longtail keywords around your main top focus keywords because everybody knows this whenever you are in a very competitive niche or medium competitive doesn't matter. There's always one or two main keywords and those keywords are very expensive to rank on, right? PPC is expensive, CPC is expensive, clickthrough rate is not that great. You need to have lots of conversion to stay high on page one once you get there and so on.

So, it's complicated. This strategy that I'm showing you is technically means that whenever you start focusing on the longer tails, easier to rank keywords, but the ones that are related to your main keywords, it's you're going to get there easier. And I'm going to okay I'm going to have quite a few examples soon so you better Now problems we all sellers have right too many keywords. All our PPCs are screaming of so many campaigns. Some categories and some niches have a lot of keywords and some of them have a lot of high competitive keywords. So it's it's difficult and it's a struggle, right?

But keep this in mind and this is we have been focusing on this type of ranking campaigns and this type of strategy for some years now. Ranking a single unit going big on garlic press doesn't work anymore. Even if you're going to get there, you're you're not going to stay because Amazon's algorithm Amazon has changed because of the AI, because of the whole relevance game that's been happening in the last few years, couple of years. So problems or mistakes are too many keywords as I said wrong sequence trying to rank on the most important keyword from day one which is completely wrong from our point of view and for our experience.

We always recommend running campaigns in phases. First you focus on longtails win those keep those on page one then we add medium keywords. Then you go after the big players. And lastly sellers don't think in clusters. Here is what I mean. This is a cluster, right? So this is a also a real example from one of our clients for some electric scissors. Right? This is what they initially pick. Electric scissor for cardboard, cordless scissors for cardboard, electric cutter for cardboard. So I have electric scissors, cordless scissor, electric cutter, box cutter.

There is no main root in all these longtails and then we reorganize them into two clusters going after cardboard cutter and electric scissors. Right? And I have electric cardboard cutter, cardboard cutter, electric cutter for cardboard and so on. So all this is related to cardboard cutter and all the other ones on electric scissors. All the ideally need to have the root keyword in exact phrase in exact form inside. Right? So if the top keyword is electric scissors, I'm going to go for electric scissors for cardboard. That's a good one. Okay. Yes. Algor Amazon's algorithm rewards trust and not volume, right?

As I said before, even if you put a lot of money into a ranking campaign and you follow one single keyword, the signals, as John was saying, earlier, we live in a signals era, AI signals, algorithm signals, trust signals and so on. So the algorithm wants trust signals meaning what does trust means for the algorithm when they see people searching for longtail keywords which define the same product they absolutely will reward trust to that product on the root keyword which is the definition of it right now going straight into the exact case study it was a planner an office product.

A recent US case study

And this is a very recent campaign. It happened like two months ago or less than two months ago because this seller wanted to rank it for or rank it for the back to school season. And this is I'm going to explain a little bit the time range so you can also relate this to Q4.

Was this US or Europe?

US. US. US.

US. Yes. Yeah, it's not a niche category. It's like a common product, right? Everybody uses Okay. Again, more examples of the actual keyword cluster. Our root keyword was planner 2026 2027 and the long tails were academic planner 2026 2027, weekly planner, monthly planner. All of them had planner 2026 2027 in them. Again another example so you can better understand the famous garlic press. I think you got the idea. Now this is what happened. These are the exact numbers of the campaign. Sorry here's a mistake. So this was supposed to be appointment plan. This was supposed to be monthly planner.

Yeah. So all of them had planner in inside both two keywords. Sorry for the mistake. Search volume per month. All of them have decent sales volume. And planner one was quite impressive. And this is the day zero. What happened when what was the status when we started, right? Ranked 68 33 for the second one and 166 for the third one. And this is the actual spreading of the units right 64%. This these are not exact numbers so please don't take this as a rule. When you have this cluster type campaigns, yes, the main keyword, the root keyword takes most of it because it's the highest sur search volume.

But at the same time, very important is to start the other ones, the smaller ones, start on them first and then switch to the big one or add the bigger one. This is how you transmit the signals overall. Again, the percentages are not a rule. How we do it basically, I have never seen in eight years since I've been doing this, I have never seen two products in the same even if they're in the same category, the exact same product to have an identical ranking campaign because, you know, there's always some something's always different. The position that we start from the I don't know some u can some products can be ranked in January versus October totally different.

So this is just what happened in this particular situation and these are the results from main keyword again 140k got to position 9. Second main second one which was a long tail from 33 to six and third one from basically nowhere to position five. So all of them moved. Now, the good thing is that it stayed there and it stayed there because it was done smart. It wasn't too aggressive. Too aggressive can also harm you sometimes. But it was done as you can see the campaign ended on May 3 and planners seems to start growing in purchases somewhere in June.

So he prepared this in advance. Of course he maintained it with PPC. You have sellers that and sometimes this is this is also a good thing to mention you plan your I don't know you do your PPC push and you do also ranking campaign three or four weeks before your main season things can happen in the meantime of course you need to sustain it with PPC but if it doesn't work you can do another little push right before in order to get it back this was a happy scenario that maintained really well and sales were very good. Again I've already went through this.

Timing ranking campaigns before Q4

So the cluster you got the principle and this was a small cluster. We usually I mean the best results we have on one main keyword and four or five four or five long tails. Timing again of the essence for this particular one. Season of back to school or let's say summer towards back to school. What I tell sellers that ask me about Q4 is they should start thinking already and I we have brands that have already started their work for Q4 because if you start in September, I mean September is maybe a little bit early but end of September towards October should be absolutely done because the high season starts in November.

And you want to be there when it starts. You don't want to when it starts slowly. You don't want to be there when it's already started because if you want to start ranking there, it's going to be very expensive. This 125 units is it's not going to work anymore. A few actionable steps like a small playbook to identify root keywords class clusters. I said 3 to six not more at 15 as I said here it's way too much identify your status where you sit on this one try to make a small plan you can you can even if you don't do ranking campaigns you can try to organize your some new PPC campaigns u on these terms and yes if the product is seasonal 60 to 90 days before is ideal depending on the season.

Now, this is like a wide range. Yeah, Q4 doesn't start in October as I said and timing it right. That's pretty much it. As I said, that's what I would ideally want everyone to take home today. The whole thing about the cluster principle is it works really well and it works well in all areas of Amazon doesn't necessarily mean ranking have to be ranking even when you build your listing for example or where you when you do your back end with your flat file as long as you have more related keywords into the same places things start to move. Not all of them are measurable unfortunately and we cannot have exact data on all this.

For example, if I added five cluster keywords in bullet one versus description, it's hard to measure but we've seen a lot of good things happening. If you want to message me, this is my WhatsApp. You can re you reach me directly and a special offer if you want to try this ranking strategy or others with us with a rank there's QR code there quick landing page if you fill in you'll get 30 orders for free no fee from us and of course the ranking pill our newsletter one once every week. Quite small, short, and easy to read. That's why I call it the pill because I personally have trouble following all the newsletter in the space because they're sometimes too often and sometimes too long.

So, I made a rare quick one. Usually we share case studies and we share quite pretty actionable stuff in there and that's it. Thank you so much.

Discussion: the halo effect and staying safe

Yeah, that's that's fantastic, Elina. I think you know the I think it's a smart strategy, right? Like we obviously do we work with clients and you know ranking campaigns you know and I'm just kind of thinking through the objections, right? Usually the objections are like hey well you know is it compliant right is kind of the first one the second one is like you know do I really need to invest that much money in giving away product you know and then and then there's you know hey is it going to stick right I think those are the critical kind of questions that people have and I and I think you know that idea that you have there and clearly the results are there of this clustering around keywords which helps on those two objections.

One is, you know, because you're across more and you have seated that main root keyword, it's going to help with, I think, the relevancy side of it. But the second one is there's an efficiency because you're not going after, you know, the top keyword and thinking you're going to rank for that. You're going for, you know, those medium to kind of middle ones around those longer tail keywords, which is a much more efficient play. But the power of having all of them together is what really helps it to stick you know, there. So, you know, exactly what you said is some of the stuff that we've gone through and tried as well and had had better results with, right?

So, the key is then does it stick, right? And so what you showed there absolutely makes it stick and I will tell anyone here that like you know ranking campaigns if you're smart about it and you have a team behind you that really understands what needs to be done aka what Alina is talking about right here. You know then you the ROI is unbelievable, right? We've got we've got brands that just keep doing it week after week, month after month because if you do it in a strategic way, you know, you really get your ranking up and it can be massive for your brand, right?

So, the last question I had there was around like when to run them going into Q4 and you answered that. So, epic. You know, if anybody's here and you've got a you've got a good quality product and you're not trying to game the system, this is the kind of thing that will really boost you and just get you into the right position and get you massive sales. So super cool.

And to answer your question, why should everyone invest such this amount of money? Because there is an expense to it. Well, my quick answer would be everybody else does it out there. I mean, the ones that are winning in everyone's niche is doing

One way or the other, there are several millions of way of doing this. We're just one of them. But yes, it works. And yes, in the long term, it proves to be way more efficient than, mostly PPC. That's it. That's where money goes.

Yeah. And you know, you get you're getting that halo effect across things. Now, the interesting part and this is kind of where I come into this is like, you know, the interesting part is like, okay, so you know, Amazon is changing, right? AI in general is not just focused on a keyword rank anymore. There's many more paths to getting visibility. Obviously Alexa for Shopping you know even around the cluster of keywords what's I bet you even now with that cluster strategy it's going to start working better in the new AI world of Amazon because it's it's semantically smart to map you to more keywords and if it's getting a relevancy signal from you in your listing your content and in those relevancy keywords together that's really driving sales the algorithm is going to go okay well you're really relevant here so let me push you out in these other paths Alexa for Shopping, everything else sponsored prompts, right?

So, you're probably going to get much more of a halo effect because Amazon's, you know, if it's intelligent enough to understand like, hey, you're really relevant for this, it's going to it's incentivized to push you out because Amazon's going to make more money if it's if the relevant signals are there, right? So it's pretty interesting how this is going to work well in the new AI world as well, right?

Yeah. Yeah. And as long as you play it smart, as you said, you will be safe. The one thing that I recommend to everyone out there, no matter if how they do this type of purchases, giveaways, however you call them, do not get reviews out of them. That's the one thing that you should definitely stay away out of from.

Other than that, yeah, there are

And don't be too aggressive, which you said, right? Yeah.

Yeah. Not too aggressive. And yeah, there are a bunch of other stuff. I'm not going to go into details right now, but yeah, there's there are ways to keep it safe.

We are the living proof that we're here after so many years.

100%. Okay. Can you see my screen?

ZonGuru: Amazon’s AI, Alexa for Shopping and relevance signals

Okay, great. Okay. I'm going to jump into to my side of things. Again, if there's questions, guys, bring them. I see I can see everyone sitting there, so I know there's going to be questions. You know, these are critical strategies. Again, even to Elena's point of you know, you want to do this and you want to be able to stick. And I just want to, you know, kind of plug that and say if your listing is structured in a way to give the right signals to AI around the relevancy like that group of clustered keywords and the other ones out there, your chance of sticking afterwards because you now have a really strong architecture in place that that signals the relevancy of what your product is and you're not missing any of those relevancy signals, your chance of sticking is even higher, right?

So like it fundamentally goes back to the same point of like if you want your PBC to perform or you want your ranking campaigns to perform, your structure in your listing content wise, image-wise has to be fully optimized. And the better optimized it is, the more up upside you have, right? And this is always the challenge we have when we look at listings with clients and we like, dude, you want to throw x amount of money at PPC or ranking and all that stuff, but you don't want to update your listing to maximize all those other channels that sometimes you want to just like smack your head on the desk, you know, because people miss that, right?

And so I think that's just an important point to get across. And I'm sure you would agree with that, Alina, as well.

Good. Okay. So, yeah, what I want to cover today is, okay, we're going into accelerate, right? We're going into Q4. And, you know, I really want to make the point of saying, hey, follow the paper trail. Follow the money, right? And this is what we always do with Amazon. If Amazon's making more money, that's where the direction is where you need to be optimized and fully aligned with Amazon. And if you are, you're going to make more money, right? And I think there's there's there's a lot of things that have happened this year that are pointing to the fact that especially you have your typical, you know, SER, you know, conversion funnel, keyword intent based funnel.

A lot of what Elina is talking about, right? You put your keyword in, you see your search results, you go to PDP, you convert as a customer, but you have this growing area of conversational search with Alexa for Shopping that has driven a lot. You know, the AI drives both, you know, your new ranking organically, but also Alexa for Shopping. And if you follow the money, my bet is Q4 Alexa for Shopping is going to be a lot more aggressive in getting that in front of customers. And if you're not optimized for that, you're absolutely going to be missing out on sales.

And frankly, you know, that the new AI is there for organic rank and for visibility in Alexa for Shopping. And if you're not optimized, you're going to miss out, right? So, this is this is kind of the point of what I really want to make people understand like now is the time to make sure that you invest in ensuring that you're optimized for Alexa for Shopping and for Amazon's AI in general. And you know, this is the unpopular opinion that I would say 100% agree with, which is Amazon isn't optimizing Alexa for Shopping to help sellers. You know, yes, they kind of want, but they're doing it because they're going to make more money.

And, you know, if we look at the last 12 months, you know, there was tens of testing steps in Q4 or last year that Amazon was doing, you know, trying to move a little bit away from just this organic rank principle that they have as part of the user behavior. And you know testing hey get Alexa for Shopping in front of customers and then they started coming out with the stats right and the stats are pretty impressive right and so these are the stats you know this is coming from the Q2 earnings report from Jasse on Amazon right so this is real numbers right 48% higher conversion rate for shoppers who click on a sponsored prompt so sponsored prompt obviously appears inside of Alexa for Shopping you can't bid on It's based on, you know, do you have a sponsored ad?

Yes, that you pay for. But if you if you have the right relevancy signal, again, you can appear as a sponsored prompt. And they're getting a 48% higher conversion. 350 million customers using it, up from 270, I think, which was last year, right? 5x growth and then a 21% higher average card value. That's probably the biggest stat on here that you need to pay attention to is like Amazon's saying, "Hey, if a customer is using Alexa for Shopping, they have a 21% higher average cart value, right?" And this is just them in their infancy of testing the conversation that Alexa for Shopping is having with the customer.

But I see it even today like I'll see I'll go because I use it all the time because I think it's a better experience now. But I use Alexa for Shopping for my purchases on Amazon. And towards the end of a conversation when I'm when I'm going to be buying a product, it's going to come back with like, "Hey, have you thought about this or have you thought about this?" And sometimes it makes a lot of sense and I'll add it to my cart. Right? So, there's a it's a it's a it's another kind of thing that I've said before that the best sales agent for Amazon is Alexa for Shopping because it can literally suggest things and you can get it added to your cart and they're making a lot more money just off of that.

Right? So, if this is where Amazon sees it's making a lot more money, higher conversion rate, higher percentage, cart value, you for sure know that they're going to be pushing this a lot more aggressively, especially in Q4, which is more of the research, conversational shopping type of experience coming into the gift season of Q4, right? So, that's a really important thing to understand. The other one is this was out of from marketplace pulse across you know Alexa for Shopping recommendations independent of Amazon right because the earnings report they're always going to back themselves but this is what they saw which is 63.9% of recommendations fell outside of the top 10 ranking positions 40.9% fell outside of page one and 14.3% didn't have a sponsored ad at all right so the point here is like it's showing you that you can't just pay to play on Amazon, right?

Or just be ranking. You have to be super relevant so that Alexa for Shopping will recommend you. And how do you get relevant? You have to send the right signals, which is a whole new ball game, right? Is not just ranking in this archaic way of where you place your keyword. Yes, that's still important. But if you can send the right signals to Amazon's AI, COSMO specifically, you're going to get better ranking, right? So, this is a critical thing that if you get right, you get way more exposure, way more sales. And that's critical. This is really interesting as well.

And this just talks to the Alexa for Shopping AI conversational shopping shelf that is now available. Right? If we talk about we have our typical intentbased keyword shelf. Hey, you type in a keyword, you get that, you get your PPC. Now, you've got this AI conversational shelf, right? And this is out of Prime, right? So Prime, they said traffic was down. So less people were buying on Amazon, right? Conversion rate was up, right? And they basically flat were flat on revenue. That's the AI Alexa for Shopping shelf working, right? Because we see conversion rate is higher.

There's less you know, even if there's less customers, they're getting higher conversion rates and they're making more money, right? So you know, Amazon is all in on this for sure. And you need to be all in on this otherwise you're going to miss out on that. That's that's kind of like the main thing that I want to want to get across. There was another one here. Amazon's now selling franchising out there, Alexa for Shopping to websites that are out there. There's going to be more around this for sure, but Kate Spade was the first one to integrate the technology of Alexa for Shopping as an agent into their website experience.

You know, and if Amazon's going to start doing that, like there's going to be more play of like how to get outside of Amazon with your products, for sure. But if they sitting that architecture they you know they're all in on that architecture for sure. And yeah I think yeah I think that's that's kind of the high level thing there. You know just this week as well they released another thing update me when so there's new functionality coming out on Alexa for Shopping all the time like and you know the agent architecture is there in terms of how agents can actually purchase on Amazon right they just released that the update me when there's all this functionality so that especially as we get into the research buyer season that we're going into using Alexa for Shopping say hey can you track these products truly tell me when the when the price has dropped update me then so I can buy it or hey notif me if there's other products that come into the space.

You know, there's all this new functionality that is available and can help shoppers to get the best deal and the best gift, you know, in season, right? So, you know, there's scam verification that they've just put out which is really helping with Agentics shopping and stuff like that. So, you know, the these all these little signals that they're releasing all the time is showing us that based on the numbers and the money they're making and the shareholders that they have to show good things to, Alexa for Shopping is a true bet for them. And they're all in on that, right?

So as I said you know expect starting with Accelerate and onwards expect there to be a lot more Alexa for Shopping products and aggression in terms of the user experience like I wouldn't be surprised if we go into Q4 and you know there's a there's a bigger change to the search bar right where you start typing in already we see Alexa for Shopping popping up instead of the search results page but I think there's going to be a more of a homepage takeover in the season because It's obvious the numbers are there, right? So I tell you all of that because I'm trying to state the case to say your biggest opportunity.

Getting the signals right with Helix and the AI Readiness Score

Yeah, you have a you have a you have PPC, right? You can spend more there. You can yeah, ranking campaigns. Yes, you can you can do all these things, but the biggest opportunity is to optimize your content, your copy and your imagery to ensure that your signals are perfectly aligned and optimized for this intelligent algorithm that drives you know Alexa for Shopping and clearly your rank as well, right? So it's worth investing there and doing that right now. Fairly you know what's good about it and I think for brands and sellers is that you can actually write a beautiful listing now you don't have to stuff it full of keywords and you know nonsensical bullets right you know because you have this you know this semantic mapping on the COSMO side that you just have to have the technical thing in place which just takes from how you naturally write language but you have to technically check it.

ZonGuru does that for you as part of our Helix product. So you have an answer there. So, you can make sure that's that's in place. And then obviously you have to reverse engineer the buy Q&A side. Understanding this is a bit more secret source, but understanding in your niche from customers what are the most common questions around research and around buyer decision-m criteria. You know, you need technology there and an AI to surface that to you. Importantly, you can't do that surface level, right? If you're just using claude or using ChatGPT, you miss the whole point.

So you need something that really goes in and actually looks at the data in inside of your niche using firstparty data out of Amazon brand analytics, search query, performance data, you know, everything else that we have technology access to really help to identify and reverse engineer this and that's obviously one of the big things that we do on our side. You know, keywords is absolutely part of that and keyword ranking is clearly part of it as well, right? But, this is critical for you guys to do. We have a product called Helix. I've dropped the links already in there.

You can you can test that. We have a free COSMO report that will you know, audit and assess your listing for how well it's optimized. And then you can use our Helix product, which is an AI forward way of satisfying two goals. One is helping you to research and understand how to position your product for better human conversion, which is critical. And then how to position it, right, which is part of it. And then structure it for visibility and then you get the performance out the back end, right? So, it's a pretty cool system. And I think the other point on this is not only we helping you to position your product and then structurally, you know, engineer it for AI readability, but we help to make sure that it's all aligned, right?

Because the AI is intelligent enough to read your images, to read your bullets, and if it's getting different signals, I'll show you an example right now, which is it's so baffling to me that they don't have this fixed on their listing. But if you're sending different signals, the AI will be confused and it's not going to get the relevancy cluster that Alina was talking about, right? So, you've got to make sure that all your signals are pointing in the right way, right? So that it really understands how to how to read your listing. And we see a mismatch in terms of buyer Q&A, but also what your what your images are saying versus your content, right?

And I think that's that's really important that you get that right. This example here. You can see it was an AI actually not a bad AR readiness score. It was 69, right? So, usually on the keyword side, it's much more optimized. And then on the on the buy Q&A side, it's not it's less optimized. 69, it's like it's getting there. Anything over like 70 75 is good. This one actually went up to 100 once we optimized all of the content and the images. But, we did the positioning around this, right? And you know this is the actual carousel of images that were that are on the website right now.

Right. So this whole product the whole point of this product is it's a it's a beach canopy but it's unique selling proposition is that when there's wind on a beach you typically your beach canopy will fly away. This thing's built so that when there's a little bit of wind it actually centers it more into the ground so it doesn't fly away. Right. So it uses the power of the wind to actually you know as a unique selling proposition and it's actually a better thing for it to stay on the beach right so that's this whole thing but if you look at this whole image stack it doesn't talk about that once right so you know after we ran it through and we produced the images for the carousel stack you know the second biggest thing that Helix pulled out of this was like hey the wind is the engine and it explains the whole idea of what the USP is right so you know and it and it's it's certainly I think picked a much better color than the than the blue but you know this is so we align the image stack the narrative the story and it's not just your main image it's all the other images plus your copy so that it's all signing the signals to AI in the right way and for human conversion and then we do the same for the A+ content right we convert that as well so these are all things that are available to you inside of Helix it's free to do your brand strategy work your positioning even your kind of main products it's only on transformations, you pay a credit and it ranges from 30 to 50 bucks which you'll get the ROI back on seconds and if you do that and then you add your ranking campaigns on top of it you're even in a better spot right so this is the this is the thing to do like again like you know this is the results that we're getting across 400 plus brands 5,000 listings 68% increase in sessions conversion rate up niche rank right so it works this is one of your biggest opportunities not just for your typical intent based keyword rank, but on the Alexa for Shopping, which is the biggest opportunity right now.

You have to do that before Q4 starts. I guarantee you it's going to be a huge season for Alexa for Shopping. If you want 25% off, go to and then enter that coupon here. It expires on September 15, so you have a couple weeks to use it. As many credits as you want to buy. Right? So, enter that. You guys will get that discount. And you know you know data is always our friend as entrepreneurs when you start getting emotional about things look at the data right and I'm just saying here you don't have to guess Amazon's already told you six times in 90 days that Alexa for Shopping is critical for your strategy in 2026 27 so you need to jump in and get that done really important for you guys and that's what I have I hope that's helpful if there's any questions here oh we have a couple questions So, I will, jump over to that right now.

Panel discussion

Let me just bring this back in. I think the first thing I'd ask is Alina, what do you think?

Absolutely. I absolutely totally agree with you. I haven't been looking that much into everything that has changed in Alexa for Shopping since Rufus was absorbed. But I think that signal

I'm not quite sure how to help you with

Oops, that was mine. Sorry.

Alexa, see there she's again. Yeah, so signals are very important and we will get there. I mean right now the AI in the whole Amazon space is not at the at its full power. I believe if we take a look at all the other AI in the space but they will definitely I think 2027 will be the year for that where we'll see more and more changes and we need to have all our listings ready and prepared and sending the right signals for it

100%. Yeah. I mean and Amazon you know we look at the data as well. Amazon has to right like if they don't have the best experience on their website with conversational search they're losing that market share to ChatGPT or whatever else and they can't afford to do that so that's why they've invested so much in their AI to be smart to be the best that's out there and frankly like the growth that Alexa for Shopping has had from a quality experience over the last two quarters has been phenomenal right because I'm obviously all the time and you know if I'm now using it in my typical search

You know that says something because I'm I'm impatient when I shop, but you know, I find it much better experience. Hey Erica, what's happening from Blue Wave Products? Cool to see you. I hope that was helpful, but yeah, I look forward to connecting more with you guys. Appreciate all the support. Blue Wave Products is always jumping in and working with our product. Can you run this for sellers on different as I'm not sure I understand that question. Can you run this for sellers on different as I guess if you're saying hey can I run it on different as yes for sure you know you can run it on child as but usually you do your hero as and then and then you've got the insights and the solution you need to roll that out and then it does it also fix a plus content yes so I showed that in example right so the way that we do the image side of it is slightly different we actually give you the insights and the full requirements brief and the AI prompts that you need to then execute on and some People obviously use creative designers to execute on that and they can do it how they want.

Some obviously use AI technology. You know we obviously recommend ChatGPT. I would say that's probably the best in the space from a from an image creation perspective. And that whole solution that I ran there took me seven minutes and I ran that through the MCP connection that we have. So you just connect your MCP to Claude and ChatGPT. You just say hey run the controller for the for the image recommendations and that's literally what comes through which is pretty cool. So and then can you run the program for us? Yes. So we have a managed service as well.

So like if you don't want to spend the time doing all your listings, you can connect with us and we can run that for you as well. So we can certainly just get in get in touch with us you can just email me johnnsonguru.com. Not shy about it. You can you can connect with me directly and I can help you guys there. So this is the season guys. You got to get in and get ahead. And everyone's looking at like how can I make the most out of Q4 and you know ranking campaigns are epic. You know but making sure your content is architecturally sound for the new AI is critical.

That's going to help you with PPC ranking and then obviously for conversational search and if you get the sponsored prompt inside conversational search and it converts at 48% better you're making more money guys. So like that's pretty obvious there you have to be aligned right. So that's that's key. That's it. We

From my part here, just trying to emphasize what you said. If you're not sure your listing is at its possible very best in terms of content, imagery, and everything, I wouldn't do a ranking campaign if it were my product, you know, because there's no point in putting money into something that is not previously optimized. However you prefer, of course. Helix is I played with it a little bit. Not I'm I'm not a pro, let's say, yet, but I plan to. It's I really like it. It's It's easy. There are other ways out there for everyone to be able to optimize. I'm still having trouble understanding why there are so many unoptimized listings on Amazon.

Yeah, we score so many and the average score is 54 out of 100, right? So, there's massive opportunity. And the point is if you're a first- time if you're a seller, you can be first to market and have the opportunity. Oh, one other thing I wanted to say is there's a link that I added here at the end of the month we have the next version of Helix coming out with pretty ambitious evolution around that and just keeping up with how fast Amazon AI changes and keeping you up to speed and all of that. So I'm not sharing everything about it yet, but if you go on that link and register, you'll get the first look.

And it's pretty epic what's coming out. So this is this is how we evolve and keep going. So you know if you want to stay on top of AI and keep ahead and understand how to compound your optimization then join that first look link that we have over here and we'll see you there towards the end of the month again join newsletters on our side on Alina's side keep up to speed and we'll see you there and Alina yeah if you can try Helix more please ping us I'd love that and we can we can

Closing

All right everyone good times I got to I got to jump because I've got to get over to another webinar that is happening right proud that I've got to go and share this same thoughts with that audience. But appreciate everyone jumping on here, reach out to us and Alina you guys do some great stuff. So keep it going and hopefully we can do some more work

Absolutely. Looking forward. Bye everyone. Bye.

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