Amazon AI is taking over…

Not really, but it certainly is making its mark within the Amazon sphere and changing how advertising agencies strategize for success. Since 2023, Amazon has been developing their AI software to benefit both sellers and buyers alike, starting with the launch of Creative AI and in more recent times developing into the Amazon Creative Suite, Rufus, and the Amazon Ads Agent.

Our Head of Advertising, Maira, is keen to stay ahead of the curve with these developments and has been sharing insights with the team that we think you should hear too!

So, what are the updates?

1.      Rufus: AI Powered Product Discovery

Rufus is a generative AI Shopping assistant implemented by Amazon in 2025. Shoppers can ask Rufus for recommendations based on product specifications, comparisons and reviews. For marketing agencies, and brands looking to enhance discoverability, this changes how shoppers find products. Traditional SEO still matters, especially for keyword advertising, but it’s time to start investing in reviews, content and copy from which AI can recommend your products.

 And the impact of Rufus doesn’t stop there. Amazon reports a 60% purchase completion rate from users who engage with Rufus, making GEO a way forward for optimising both traffic and conversion.

2.      Creative Studio: Scaling Content

Gone are the days of idly waiting for content revisions. Amazon can now take care of resizing, retouching, and reformatting content, allowing account management to run more efficiently.

Sceptical? Our results from AI retouched content speak for themselves, having led to:

+156% increase in CTR

+40% increase in ROAS

For teams handling PPC management, this is a no-brainer for boosting performance and for creative agencies this means time back to focus on the strategic message of campaigns.

3.      Ads Agent: Campaign Optimisation

PPC management teams can now focus more time on strategic moves, rather than monitoring and reporting.

 Amazon Ads Agent has the ability to identify problems, such as low ROAS and pause campaigns to optimise overall performance. 

Letting Amazon handle the manual intervention, account managers can focus on data-led strategy to push performance further.

What this means for us (and you)!

Maira’s insights show Amazon AI support for every stage of the marketing funnel, and at Unicorn Orange we know the importance of embracing this technology to drive performance. We’re staying up to date on AI developments and leveraging them to improve clients’ discoverability, conversions and analytics.

Staying ahead of the curve is the only way to grow in the age of AI, so why not getting in touch to discover how our experts can help grow your business?

Still not convinced? Check out our case studies to see the real results we have driven for our existing clients!