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By Emma Bagley · August 5, 2025 · Curated by George's Blog

📢 Urgent update for brands selling on Amazon:

As of July 2025, Amazon’s search algorithm changed - and most brands still don’t know about it yet.

COSMO is Amazon’s AI ranking engine.

It’s trained to match product listings with the true intent behind shopper searches, not just keywords.

It now powers Amazon’s search results and underpins RUFUS, their new AI shopping assistant.

➡️ This is the new SEO.

Ignore it, and risk disappearing from organic results.

_ _ _ _ _

What you need to know:

COSMO doesn’t just match keywords. It understands intent (the why)

Think:

“shoes for pregnant women” → Amazon shows up “slip-resistant trainers”

“birthday gift for mum” → Amazon shows up “aromatherapy candle”

COSMO bridges the emotional gap between what shoppers type and what they actually mean.

If your product pages and ads are still optimised for out-of-date SEO logic, over feeling - you will be invisible on Amazon.

This is the new Amazon. And it’s live.

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Comment “COSMO” and I’ll DM you the research paper 👇