How International Sellers Can Use Amazon's Rufus to Increase Conversions

With the advent of Amazon PD, Rufus' new label function has been launched, which has brought new opportunities to cross-border sellers, but at the same time, many sellers may still be worried about how to optimize listings and improve conversion rates. This article will introduce you to this function and the specific methods to improve conversion rates with this function.

I. What is Rufus New Tab?

Rufus is Amazon's latest AI shopping assistant, which can automatically extract key information from the listing based on the buyer's search intent, generate smart tags, and display them directly on the search page. For example, if a buyer searches for "waterproof backpack", if your product has waterproof features, Rufus may add a "waterproof" tag to your backpack in the search results, helping buyers identify product advantages more quickly.

II. What is the function of Rufus tag?

1. Rufus label is prominently located

Rufus tags usually appear below the main product image and are the area most easily noticed by consumers when browsing. Compared with advertising, the traffic brought by Rufus tags is stable and real natural traffic, which is more effective in helping to improve conversion rates.

2. Users are more precise

Consumers pay more attention to the practicality and credibility of products when shopping. Rufus tags extract real reviews to generate credible selling points, which can quickly convey the core selling points of products, meet buyers' immediate needs, and thus increase their willingness to buy.

3. Algorithm optimization trends

Amazon's algorithm is shifting from traditional keyword matching to intent matching. The emergence of the new Rufus tag requires sellers to pay more attention to the quality of content and the capture of user intent, rather than simply stuffing keywords.

III. How to use Rufus tags to improve conversion rate

1. Optimize product information to make it easier for Rufus to crawl

• Title optimization: The title should not only contain keywords, but also highlight the core selling points and usage scenarios of the product. For example, changing "large parasol" to "super wind-resistant parasol, a must-have for beach vacation" will make it easier for Rufus to identify it as high-quality content.

• Five-point description and A+ page: Five-point description and A+ page are important sources for Rufus to obtain product information. Sellers need to clearly describe the problems solved by the product and the applicable scenarios, and highlight the unique value of the product. For example, the A+ page can show the effect of the product in actual usage scenarios through a combination of pictures and texts.

• Pictures and videos: High-quality pictures and videos can directly demonstrate the usage scenarios and advantages of the product. Make sure the pictures are clear and the scenes are realistic, and fill in the picture keywords to facilitate Rufus to crawl.

2. Pay attention to reviews and QA

• Guide positive reviews: Actively guide buyers to share their experience in specific scenarios, especially those that can demonstrate the advantages of the product. For example, if the product is an outdoor backpack, you can guide buyers to share their experience of using it in hiking.

• Manage QA: Respond to buyers’ questions in a timely manner, especially those related to product usage scenarios. Self-questioning and self-answering is also an effective strategy. Proactively create 20-30 scenario-based questions (such as "Will the backpack be too big for a 160cm girl?")

3. Use Rufus’s Live Update feature

• Pay attention to real-time data: Rufus will dynamically update the label content based on real-time comments and ratings. Sellers need to pay close attention to changes in product comments and ratings and adjust optimization strategies in a timely manner. However, it should be noted that real-time data in different regions is different, and it is necessary to switch the target user area IP to obtain real data rankings.

• Seasonal and trend optimization: Rufus will adjust the recommended content according to seasons, festivals and hot events. Sellers can combine these factors to optimize product information and highlight seasonal or trend selling points.

4. Matrix account operation and testing

• Multi-account operation: Rufus' new label will recommend products based on product reviews, Q&A, and detail page content. Multi-account operation players can optimize the display content in different account products at the same time to increase the chance of getting Rufus recommendations.

• Matrix account testing: After optimizing the listing, you can first test the effect in a small range to observe the changes in Rufus tags and the improvement in conversion rate. The risk of modifying the title of the main account is high, and using other accounts to verify the effectiveness of the strategy can reduce the risk.

In the optimization process, IPFoxy rotating proxy and dedicated static residential proxy can be used as an important tool:

• To avoid the risk of accounts being associated due to the same IP address, use multiple tools such as fingerprint browser to achieve account independence.

• During the test, if you need to switch to different regions to observe the display of monitoring tags under different IPs, using dynamic real-person residences is more realistic and reliable, and is less likely to cause "IP random jumping" and lead to account blocking.

  

IV. Conclusion

The launch of Rufus’ new label has brought new opportunities to cross-border sellers, but it also requires sellers to pay more attention to optimizing product information and improving user experience. I hope that through this article, we can understand and utilize Rufus’ new label mechanism to help cross-border sellers stand out in the fiercely competitive market and gain more exposure and conversion opportunities.