Did you notice? Amazon's Rufus is challenging or supporting Brand PDPs depending on what consumers say in reviews.

In addition to Rufus popping up as suggested searches, while assessing the Household PDPs for the firstmovr ENDCAPs Awards (I am lucky enough to be one of the judges), I noticed that Rufus is challenging or supporting Brand's PDPs content using Customer Reviews as their pressure test.

As you look through these examples you will see a few things: where Rufus agreed with Brands' PDP copy/image text, where Rufus challenges what Brands' PDPs said vs consumers, which images capture AI attention as helpful for consumers (very common now for the upper Rufus portion, but not lower Rufus Looking for specific info portion), how small of copy on images from packaging that Rufus is picking up, where there are opps to enhance PDP copy when Rufus says "the PDP does not mention this consumer question topic, but reviews say....", and also the questions/prompts that are the default ones that consumers see from Rufus or show up in search results.

This is just a sampling and NOT exhaustive list, but encourage Brands to look at their PDPs and see where Rufus is using consumer reviews to challenge or support your PDP copy/image text. Curious as Walmart's Ask Sparky and other AI Shopping Assistants evolve, if this will tactic will be used too.

Also, there is a difference in how Rufus answers depending if you are using the ATF option vs the BTF "Looking for Specific Info?" option. One will use images as needed for replies and one does not (so far have not had 1 image in an answer even if the same question/prompt for the ATF Rufus that did use an image in the reply).