Post | Feed | LinkedIn
By Ben Parkes · October 13, 2025 · Curated by George's Blog
Amazon's Rufus is making waves, but maybe not in the way many expected.
In July, traffic to PDPs via Rufus spiked +35%. On the surface, volumes are still small compared to other traffic sources. But maybe that’s the wrong way to look at it.
Rather than being a search disruptor, Rufus could be Amazon's play to replace (or enhance!) below-the-fold content: becoming less of a traffic driver, and more of a conversion driver.
Consider this:
> Amazon’s conversion rate hit 13% in July: the highest since nearly the Covid-era.
> Amazon search volumes were also at their highest since December 2023, showing that search demand isn’t being cannibalized.
So is Rufus really here to reinvent discovery? Or is its true role to quietly optimize the last mile of conversion?
We’ll be unpacking this, and much more around AI at tomorrow’s panel in NYC with Todd Hassenfelt from Colgate-Palmolive, Channan Sawhney from Church & Dwight Co., Inc., and Andy Asaro from Condé Nast (5:30–8:30pm).
👉 Don’t miss it if you want to understand how AI is reshaping both search and conversion.
**THIS IS AN IN PERSON EVENT IN NYC**
Register to join us in person tomorrow in NYC here - https://lnkd.in/eMnpvezw
Similarweb
#LITrendingTopics #Amazon #Retail #eCommerce #Rufus