Shoppers increasingly start with a question posed to an assistant rather than a query typed into a search box. That shift does not eliminate SEO, but it does change what wins.
AI systems synthesise answers from structured, corroborated sources. Product schema completeness, consistent entity signals across your site and third party mentions, and review depth on specific attributes all raise the probability of being surfaced.
On Amazon, Rufus reads listing copy, attributes and review themes to answer shopper questions in context. Listings with thin bullets and missing attributes are now losing visibility, not just conversion. Attribute completeness has quietly become a ranking factor.