Myth 2: Even if customers use keywords to search initially, the majority of them
By Bradley Sutton · July 19, 2026 · Curated by George's Blog
Myth 2: Even if customers use keywords to search initially, the majority of them switch to Alexa for Shopping to sift through the results:
Reality: Clicks that happend immediately after search have not changed much in 2.5 years.
Once again SQP can debunk a myth. If amazon buyers en masse were switching to alexa after a search, this stops the SQP data gathering funnel, just as if they had hit a sponsored brand ad after search.
However, some strange data has surfaced this year. Clicks in Q1 were actually UP a lot in 3 different months.
And then when Alexa for Amazon came on to replace Rufus, the last 2 months you see a DIP in clicks. Might be too early to say, but this COULD be an indication that MORE people are using Alexa after a keyword search as opposed to those who were using Rufus. Will be worth monitoring over the next few months.
I myself as a buyer DO find myself using alexa after the search of a keyword much more than I did Rufus.
These numbers do not mean Alexa is meaningless. EVERY seller SHOULD be optimizing for Alexa. Just do not think that the core way people have gone through the first part of the Amazon search funnel (search and click from results) on Amazon over the last 10 years has changed much.