How Amazon’s New COSMO and RUFUS AI Algorithms Are Transforming Search
Amazon recently introduced two new AI tools, COSMO and RUFUS, that change how people find products and shop on the platform. These updates make Amazon’s search and recommendation features smarter, helping customers find products that truly match what they’re looking for. For sellers, this means adjusting listings to work with these new tools. In this guide, we’ll break down what COSMO and RUFUS do, how they’re different from Amazon’s A10 algorithm, and how Market Rocket’s Amazon optimisation services can help sellers succeed with these changes.
What is Amazon’s COSMO Algorithm?
COSMO, or Common Sense Knowledge Generation System, is Amazon’s new system for search. It uses advanced AI to understand the meaning behind a customer’s search, not just the keywords they use. This helps the search engine suggest more useful products based on what customers actually want.
For example, if a customer searches for “dog food for a senior dog,” COSMO understands they’re likely looking for food that caters to older dogs, with ingredients that support joint health, digestion, and energy levels. Instead of just matching the keywords “dog food,” COSMO recognises the specific needs of senior dogs and prioritises results like “senior dog food with added glucosamine” or “easily digestible dog food for older pets,” ensuring the customer sees products that align with their pet’s unique requirements.
How COSMO Works
- Understanding Buyer Behaviour
COSMO looks at two main types of actions that customers take:
- Search-Buy Behaviour: Tracks what customers search for and end up buying.
- Co-Buy Behaviour: Tracks items that people often buy together.
These behaviours help COSMO learn what products work well together and what customers are likely looking for based on their search.
- Knowledge Graphs
COSMO creates massive webs of information, called “knowledge graphs,” that link customer behaviours to products. Each graph includes:
- Nodes: Product types or features, like “windbreaker” or “waterproof.”
- Edges: Connections that show relationships between products, like “used for outdoor activities” or “provides warmth.”
- Human Review (HITL)
To make sure COSMO’s results are accurate, human reviewers check for errors and provide feedback that helps the AI improve over time.
- Session-Based Recommendations
COSMO also learns from what customers do during a single shopping session. It uses every click, product view, and search term to suggest products that align with what customers are most likely to buy.
- Better Navigation with Multi-Turn Interaction
COSMO helps customers refine their searches with more detailed options, such as “organic” or “fragrance-free” when shopping for skincare products. This “multi-turn navigation” lets customers refine their search results without starting over, so they can find what they’re looking for more quickly.
How is COSMO Different from Amazon’s A10 Algorithm?
Before COSMO, Amazon’s search was mostly powered by the A10 algorithm. Here’s how COSMO changes things:
- Intent-Based Search: While A10 ranked products based on keywords and performance (like sales history), COSMO looks at the meaning behind the search. COSMO aims to understand what the customer wants to achieve (e.g., “furniture for small spaces”) rather than just matching keywords.
- Knowledge Graphs and Common Sense: A10 didn’t use “common sense” connections between products. COSMO, however, creates knowledge graphs that link products based on real-world context, like pairing “running shoes” with “water-resistant jacket” for runners. This deeper understanding helps Amazon recommend products that make sense together.
- Multi-Turn Navigation: A10 relied on the classic category tree to refine search results, but COSMO introduces multi-turn navigation, allowing customers to refine their search results in steps, such as filtering down from “jacket” to “waterproof jacket” to “reflective waterproof jacket.”
- Human Review (HITL): COSMO uses human reviewers to improve AI accuracy. This human feedback loop wasn’t as prominent in A10, making COSMO better at understanding nuanced searches.
RUFUS: Amazon’s AI-Powered Shopping Assistant
Alongside COSMO, Amazon introduced RUFUS, an AI shopping assistant that provides real-time responses to customer questions. RUFUS can help customers with specific product questions, make recommendations, and guide them in comparing products.
Customised Suggestions: RUFUS gives personalised advice based on the customer’s unique questions and interests. For example, if someone asks, “Is this jacket good for cold weather?” RUFUS can provide a clear answer using information from the product listing.
Accurate Answers: Since RUFUS uses information directly from product listings, sellers need to keep details clear, complete, and updated so RUFUS can respond accurately.
What COSMO and RUFUS Mean for Amazon Sellers
With these new tools, Amazon has shifted from focusing on simple keyword matches to focusing on customer intent and context. Sellers will need to make sure their listings are designed to reflect what customers are really looking for.
Here are some ways to adjust your listings to succeed with COSMO and RUFUS:
Use Keywords with Purpose – Instead of just adding lots of keywords, think about how customers would describe their needs. For example, rather than just saying “jacket,” say something like “waterproof jacket for winter hiking” to better match likely customer searches.
Think About Different Search Intentions – COSMO recognises that customers search with different goals in mind. Some might just want information (“best winter jacket”), while others are ready to buy (“buy waterproof jacket now”). Market Rocket can help you find and use the right keywords that match these different types of searches.
Use Amazon’s Tools to Track Performance – Amazon provides data tools like the Search Query Performance Dashboard that show which search terms are bringing in clicks and sales. Market Rocket’s team can analyse this data and help you adjust your listings to meet COSMO’s focus on intent and relevance.
Listen to Customer Feedback – COSMO places value on customer reviews because they reveal what customers truly value in a product. Market Rocket can help monitor this feedback, so you can update your listings to better align with customer needs and expectations.
Market Rocket’s Amazon Services: Your Solution to Optimise for COSMO and RUFUS
At Market Rocket, we understand the latest changes in Amazon’s search algorithms and know how to optimise your listings for COSMO and RUFUS. Here’s how we can support your business:
- Aligning Listings with Customer Intent Our experts craft descriptions that go beyond basic keywords and focus on what customers are really looking for, helping your products rank higher in Amazon’s search results.
- Strategic Keyword Placement We place primary keywords early in titles and descriptions to meet COSMO’s intent-driven requirements, with secondary keywords in back-end fields to capture a wider range of searches.
- Leveraging Customer Reviews for Continuous Improvement By providing granular reporting on customer insights, and reviews and analysing customer feedback we can refine your listings. As a result, we improve your products’ relevance and visibility in Amazon’s search results.
- Using Amazon’s Data Tools for Better Optimisation Our team uses multiple industry-leading tools to provide actionable insights, so we can fine-tune your keywords and descriptions to match what’s working best for your products.
- Ongoing Monitoring and Adaptation Amazon’s algorithms continue to evolve, and our services ensure your listings stay optimised. We continuously monitor performance, making adjustments as needed to keep your products competitive.
Why Choose Market Rocket to Navigate COSMO and RUFUS?
With Amazon’s shift to intent-based AI algorithms, sellers need to stay adaptable and relevant. Working with Market Rocket ensures your listings are fully optimised for these changes. We bring expert knowledge, a proven track record, and a hands-on approach to help you succeed.
The Benefits of Working with Market Rocket:
- Improved Product Visibility: Our strategies are designed to increase your rankings in Amazon’s search results.
- Higher Relevance: We make sure your listings align with customer intent, meeting COSMO’s and RUFUS’s standards.
- More Sales: By fine-tuning keywords and product descriptions, we help turn more searches into sales.
Get ahead of Amazon’s evolving algorithms and let Market Rocket optimise your Amazon listings for the COSMO and RUFUS era. Reach out today to see how we can support your growth on Amazon.
Ready to optimise your Amazon listings? Contact Market Rocket for expert guidance on succeeding with COSMO and RUFUS!
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