Rufus reads your listing through a knowledge graph. Score it that way.
Rufus is Amazon's AI shopping assistant, answering questions in the Amazon app with recommendations drawn from listings and reviews. eCommerce Insights tracks Rufus citations per ASIN and scores every listing against the 15 intent relations in Amazon's COSMO graph — then writes the Seller Central edits as diffs.
On-Amazon grounding, intent-relation retrieval.
Rufus answers from Amazon's own catalog and review corpus — your robots.txt and JSON-LD don't apply, because you don't control them on Amazon. What you control is listing content, and Amazon Science's published COSMO work (SIGMOD 2024) describes the commonsense graph — relations like capableOf, usedFor, partOf — through which Amazon maps products to shopper intent. As of mid-2026, listings that express the use scenario in Title, Bullets, and A+ Content fit the graph; spec lists sit outside it. Source: Amazon's Rufus announcement.
eCommerce Insights is D2C-first, and says so: Rufus tracking exists because many Shopify brands also sell on Amazon and want both surfaces in one ledger. If Amazon is your dominant channel, a marketplace-specialist suite may serve you better for rank and PPC; the honest scope here is Rufus citations and AI-shopping intent, on-Amazon and off.
A seventh engine in the same dashboard.
Scope the ASINs
Available on request, standard on the Agency & Enterprise tier. Onboarding takes about a business week: ASIN list, category query bank, cadence.
COSMO + citations
Each listing scored on relation coverage and live Rufus citations. Details and the full workflow: the Amazon channel page and the Rufus optimization guide.
Selling on Walmart Marketplace too? Sparky is the Walmart analog, also tracked on request.
Frequently asked questions
What is Amazon Rufus?
Rufus is Amazon's AI shopping assistant, embedded in the Amazon app and Amazon.com. It answers shopping questions with product recommendations drawn from Amazon's catalog, listing content, and review corpus. For brands selling on Amazon, Rufus visibility is a new surface layered on top of classic search rank — with different levers.
How does Rufus pick which products to recommend?
Rufus grounds on Amazon's catalog and reviews, and Amazon Science's COSMO work describes a commonsense knowledge graph — 15 relation types like capableOf and usedFor — that maps products to shopper intent. As of mid-2026, listings that express what the product does and the scenario it serves in Title, Bullets, and A+ Content fit that graph better than listings that only enumerate features.
Does eCommerce Insights track Rufus on every plan?
Rufus is available on request and standard on the Agency & Enterprise tier, because it only applies to brands with an Amazon channel. The dashboard treats it as a seventh engine beside the six core ones; onboarding takes about a business week and scopes the ASIN list and query bank with you.
Is eCommerce Insights the right tool for an Amazon-only brand?
Honestly: if Amazon is your dominant or only channel, a marketplace-purpose-built suite may go deeper on rank tracking and PPC. eCommerce Insights is the right fit when Amazon is one channel of several — it covers Rufus plus the off-Amazon engines that cite your Amazon listings, in the same per-SKU ledger as your D2C site.
What edits does Rufus scoring produce?
Diffs for the four Seller Central fields you own: Title, Bullet Points, A+ Content, and Backend Keywords, each tied to the missing COSMO relations the scan found. There is no API push to Amazon; you paste the edits into Seller Central and the weekly re-score tracks the citation change.
Ask AI about Rufus tracking
Have your preferred AI engine summarize this page for your ASINs.
Agency & Enterprise tier add-on
Add Rufus to your engine ledger.
Onboarded in about a business week. Scoped to your ASINs and category.
15 COSMO relations · weekly · per ASIN