Amazon has quietly launched one of its biggest advertising shifts in years with Amazon Rufus AI, introducing AI-driven prompt search advertising that is reshaping how Amazon ads work. With Rufus AI Amazon, Sponsored Products and Sponsored Brands are no longer static placements. Instead, they now appear within a smart, interactive shopping assistant that answers customer questions in real time and recommends relevant products.
This evolution marks a major step forward in Amazon AI advertising and Amazon AI search ads, where shopper intent matters more than traditional keyword matching. For shoppers, Rufus AI delivers faster answers, greater confidence, and quicker buying decisions. For sellers, it unlocks a new layer of Amazon Rufus AI PPC and Amazon PPC AI that must be understood and leveraged before competitors gain an advantage.
In this guide, you’ll learn how Amazon Rufus AI prompts work in practice and what sellers can already control inside Campaign Manager, including:
- The fundamentals of Amazon Rufus AI and how prompt-based ads function
- Where Amazon Rufus AI prompts appear across search results and product detail pages
- How to read and analyze prompt-level performance data in Campaign Manager
- What features are still in beta, and what can’t you directly target yet
- How to use Sponsored Products video ads to improve CTR and strengthen Amazon AI search ads
What Is Amazon Rufus AI and How Prompt-Based Ads Work
Amazon Rufus AI is Amazon’s built-in shopping assistant that is redefining how shoppers discover products and how brands advertise. With Rufus AI Amazon, the platform moves beyond basic keyword matching and into intent-based discovery, where AI answers shopper questions, compares options, and recommends products in real time.
This shift represents a major evolution in Amazon AI advertising and Amazon PPC AI, making listing quality and campaign structure more important than ever. Rufus AI pulls information directly from product detail pages, Brand Stores, and ad campaigns to power Amazon AI-powered ads that feel personalized and helpful rather than promotional.
Rufus AI Prompts Inside Amazon Search Results
When a shopper enters a search query, Rufus AI prompts Amazon may appear under the search bar as suggested questions. These prompts guide shoppers into an AI-driven conversation instead of a traditional product list.
For example, a search for “espresso machine” may trigger prompts like:
- “What’s the difference between 15 bar and 20 bar?”
- “Which espresso machine is easiest to clean?”
- “Best espresso machine for beginners?”
Once a shopper clicks a prompt, Rufus opens a chat-style interface that explains key considerations and surfaces relevant product recommendations. These recommendations can include your Sponsored Products, making Amazon AI search ads far more intent-driven than standard placements.
This experience transforms Amazon Sponsored Products AI from simple keyword targeting into contextual, AI-driven Amazon ads that match shopper needs more precisely.
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Sponsored Rufus AI Prompts on Product Detail Pages
Rufus AI is not limited to search results. On some product detail pages, shoppers now see Amazon Rufus AI prompts labeled as Sponsored. These prompts introduce Amazon prompt-based advertising directly into the consideration stage.
When a shopper clicks a sponsored prompt, Rufus AI provides:
- A short, helpful answer to the question
- Suggested products, including yours if eligible
- Occasionally, similar products from the same brand
With one click, shoppers get the key details they need—features, use cases, and comparisons—reducing friction and shortening the path to purchase. This makes Amazon AI-powered ads more effective at converting high-intent traffic.
How Rufus AI Prompts Connect to Sponsored Ads
These AI prompts are directly tied to existing Amazon ad formats:
- Amazon AI prompts Sponsored Products are the primary trigger
- Amazon Sponsored Brands AI prompts can appear just below brand banners
A shopper may see a Sponsored Brand at the top of search results, followed immediately by a Rufus AI prompt. Clicking that prompt launches an AI conversation where products from your brand can be recommended, blending brand awareness with Amazon Rufus AI PPC performance.
While the format feels new, it is still driven by your existing PPC foundation. As part of the Amazon Rufus AI beta, this system highlights the Amazon PPC future, where Amazon AI advertising and Amazon PPC AI work together to guide shoppers through smarter, intent-based journeys.
How to Find Rufus AI Prompts Inside Campaign Manager
As part of the Amazon Rufus AI beta, advertisers can already view performance data for Rufus AI prompts Amazon directly inside Campaign Manager. While not every account will show large volumes of data yet, the reporting framework for Amazon prompt-based advertising is live and expanding.
This early visibility gives sellers a preview of the Amazon PPC future, where AI-driven Amazon ads and intent-based discovery play a central role in Sponsored Products and Sponsored Brands performance.
The video example shows an account that did about $283K in sales in November at under 10% ACoS. In that account, prompt data is live inside Sponsored Products.
Step-by-Step: How to Access Rufus AI Prompts in Campaign Manager
Step 1: Open the Right Sponsored Products Campaign
To begin analyzing Amazon AI prompts for Sponsored Products, start in Campaign Manager:
- Log in to your Amazon Ads account
- Navigate to Sponsored Products campaigns
- Open a campaign (automatic campaigns often surface data first)
- Drill down to the ad group level, where prompt data is reported
This structure shows how Amazon AI affects Sponsored Products at a more granular level.
Step 2: Go to the ad group and open the Ads tab
Inside your chosen campaign:
- Click into an ad group.
- Look for the Ads tab at the top of the ad group view.
- Inside that tab, you’ll see sections for:
- Your ads
- Prompts
- Video
The Prompts and Video sections appear side by side, allowing you to analyze Rufus AI prompts explained alongside creative assets that support Amazon AI-powered ads.
Clicking into the Prompts section reveals how Rufus is using your ads within AI conversations and how those prompts contribute to clicks, sales, and efficiency.
Understanding Rufus AI Prompt Data in Campaign Manager
Inside Campaign Manager, the Amazon Rufus AI prompts report gives advertisers a new way to understand how AI-driven Amazon ads perform inside AI-guided shopping conversations. As part of the Amazon Rufus AI beta, this view shows every prompt that has triggered your Sponsored Products and how those prompts contribute to sales and efficiency.
This reporting marks a major step forward in Amazon AI advertising and Amazon PPC AI, shifting analysis from keywords alone to real shopper questions and intent.
What You See in the Rufus AI Prompts View
In the Prompts view, Rufus AI Amazon reveals both the shopper experience and the performance of each AI interaction. For every prompt, Amazon displays:
- The exact prompt text the shopper clicked
- A short summary of Rufus AI’s response
- Which of your ASINs were recommended
This transparency helps sellers understand how Amazon AI search ads and Amazon AI-powered ads are being positioned during shopper conversations.
Key Amazon PPC Metrics for Each Rufus AI Prompt
Each prompt includes standard Amazon Rufus AI PPC metrics, allowing advertisers to measure performance at a highly granular level. You’ll see:
| PPC Metrics | Key Insights |
| Spend | How much budget does the prompt consume |
| Orders | Number of purchases driven by the prompt |
| Sales | Total revenue generated |
| ACoS | The ad cost of sales for that specific prompt |
| ROI | Return on investment from prompt traffic |
| CPC | Average cost per click |
| CTR | Click-through rate on prompted ads |
| Clicks | Total clicks driven by the prompt |
| Impressions | How often have your products appeared after the prompt |
This level of detail shows exactly how Amazon AI prompts Sponsored Products and Amazon Sponsored Products AI perform compared to traditional keyword traffic.
Reviewing Rufus AI Responses for Context
By hovering over the Sample response section, advertisers can see what Rufus actually said to shoppers. This context explains:
- How Rufus AI prompts Amazon to frame your product
- Why a shopper clicked or ignored the recommendation
- Whether the prompt aligns with your product’s strengths
This insight is especially valuable for refining listings and creatives that support Amazon Sponsored Brands AI and Amazon prompt-based advertising.
Controlling Prompt Performance in Amazon PPC
Amazon also provides control switches within the Prompts view. Advertisers can:
- Turn off prompts that spend but do not convert
- Keep high-performing prompts active
- Focus the budget on prompts that fit the product well
Over time, this prompt-level analysis functions like a search term report—but built around AI-powered conversations instead of keywords. This approach highlights the Amazon PPC future, where AI-driven Amazon ads and Amazon AI advertising guide shoppers through smarter, intent-based journeys.
How Costs Work for Amazon Rufus AI PPC
There is no separate fee for Amazon Rufus AI PPC. Clicks generated from Amazon AI-powered ads within Rufus conversations are billed the same way as standard Sponsored Products clicks and are attributed to the existing campaign.
This means AI-driven Amazon ads are integrated directly into your current PPC structure, rather than operating as a separate campaign type.
Amazon Rufus AI Beta Status: What You Can and Cannot Control
Amazon Rufus AI is still rolling out as part of the Amazon Rufus AI beta inside Campaign Manager, which means advertisers currently have limited control over how Amazon Rufus AI prompts are triggered and displayed. While the framework for Amazon AI advertising is live, many features are still being tested and refined.
Understanding these limitations is essential for preparing your strategy around Amazon PPC AI and the Amazon PPC future.
Limited Rufus AI Prompt Data in Many Accounts
Because Rufus AI Amazon is new, many sellers will see little to no data in the Rufus AI prompts Amazon report. Amazon is still experimenting with:
- How often do Amazon AI search ads appear inside AI conversations
- Which shopper questions trigger prompts
- How prompts connect to Amazon Sponsored Products AI and Amazon Sponsored Brands AI
If your prompt report looks thin or empty, that is completely normal at this stage of the Amazon Rufus AI beta.
No Direct Targeting for Rufus AI Prompts (Yet)
At the moment, advertisers cannot directly target or bid on Amazon Rufus AI prompts.
When creating a Sponsored Products campaign:
- Automatic campaigns work the same as before, with no prompt-level settings
- Manual campaigns still only allow:
- Keyword targeting
- Product targeting
There is currently no option to select or bid on specific prompts. Amazon’s system decides when Amazon AI prompts Sponsored Products appear inside a prompt-triggered experience.
Why Amazon Sellers Should Act Now on Rufus AI
Amazon Rufus AI signals a major shift in how shoppers discover and choose products on Amazon. AI search is no longer a future concept—consumers are already using tools like ChatGPT to get product recommendations and even complete purchases through automated flows. With Rufus AI Amazon, Amazon is building that same AI-guided shopping experience directly into its marketplace.
This evolution is changing Amazon AI search ads and redefining how Amazon AI advertising works, making early adoption critical for sellers who want to stay competitive.
Early Action Builds Long-Term Amazon PPC Advantage
If sellers wait until Amazon introduces full prompt targeting, many competitors will already dominate Amazon Rufus AI prompts and Amazon Rufus AI PPC performance. Rufus learns from historical data, meaning early participants gain an edge because:
- Their ads accumulate more performance history
- Their product detail pages are “read” and referenced in more AI conversations
- Their images and videos clearly communicate features and benefits
As a result, Rufus is more likely to recommend those products in future chats, strengthening their visibility within Amazon PPC AI systems.
Why AI Prompt Performance Matters Today
Even without full targeting controls, sellers who see early traction from Amazon Rufus AI prompts should keep those campaigns active and optimized. Strong performance now helps Rufus better understand product relevance and intent, increasing exposure in Amazon AI search ads over time.
This approach doesn’t require a complete strategy overhaul. Instead, it ensures your products remain visible as Amazon AI advertising and AI-driven shopping experiences become standard.
Future-Proofing Your Amazon PPC Strategy
The rise of Amazon PPC AI means discovery is shifting toward intent-based, AI-guided recommendations. Sellers who maintain healthy campaigns today position themselves for long-term success as Amazon Rufus AI continues to expand.
By acting now, you ensure that when shoppers rely on AI to guide purchasing decisions, your products remain part of the conversation—protecting performance and preparing for the next phase of Amazon AI advertising.
Sponsored Products Video Ads: Short Feature Videos That Convert
Rufus prompts are only one side of Amazon’s AI changes. The other major piece is video inside Sponsored Products.
Amazon now lets you add short, feature-focused videos at the ad level inside Sponsored Products, and they even offer a free AI video creation tool to help you make them.
Why these short videos matter
Most listings rely on:
- A title
- A main image
- Five bullet points
Shoppers rarely read every bullet. A 7 to 10-second video that shows a single feature in action is much easier to process.
If you sell a steamer, for example, it is faster to show a clip of the steam output and controls than to explain “20 bar pump” and “easy to use” in text.
Amazon’s internal data suggests that Sponsored Products with videos can see around 9% CTR improvement, which means more shoppers click through to your detail page from the same number of impressions.
How to add videos inside Sponsored Products
Inside the same Ads tab where you saw Prompts, you will also see a Video option.
Here is the basic flow:
- Open your Sponsored Products ad group.
- Click the Video section.
- Select a product, then click Add video.
- Upload or create up to five videos per product.
For each video, you set a feature heading. This heading becomes the title of the video, for example:
- “Easy to use.”
- “20 bar pump”
- “Powerful steam output”
The video itself should show that single feature in a clear way.
Key rules for these short feature videos
Amazon gives simple but strict guidance here:
- Each video must be at least 7 seconds long.
- A length of around 10 seconds works well for most features.
- Each video should focus on only one feature.
- Do not try to explain multiple features in a single clip.
Think of these as a visual version of your bullet points. Instead of one long video telling your entire product story, you create a series of short clips, each tied to a single benefit.
At least one video will be displayed with your ad. The rest are stored in your creative assets so you can reuse them across campaigns and products where it makes sense.
Clear feature videos help both human shoppers and Rufus. Shoppers understand your product faster, and Rufus has richer visual content to draw from when it answers questions or suggests products.
Staying Ahead in the AI Era with Smarter Amazon PPC
Every part of e-commerce is shifting toward AI-assisted discovery. If your advertising and listings stay static, your products risk fading into the background while AI tools recommend your competitors.
To keep your Amazon PPC ready for this shift, you need to:
- Make sure your product detail pages are rich and clear, so Rufus can read and use them.
- Add high-CTR images and short, feature-focused videos to support both ads and organic conversion.
- Use Campaign Manager’s Prompts report to see how AI conversations are already linking to your ads.
At Ecomclips, the team focuses on helping brands do exactly that. They work on:
- Listing optimization tailored for AI searches, so your product details are easy for Rufus to understand.
- CTR-driven images and videos that help shoppers decide faster.
- Amazon PPC setups that align with these new AI tools.
If you want a free audit to see how your listings and ads look from an AI search perspective, you can email the team at info@ecomclips.com.
You can also learn more strategies from the Ecomclips YouTube channel and ongoing insights on the Ecomclips blog. For broader e-commerce and advertising topics, the Boostontime blog is another useful resource, and you can connect with the team on Facebook or LinkedIn.
Conclusion: Winning the Future of Amazon PPC with Rufus AI
Amazon Rufus AI represents one of the most important shifts in Amazon advertising in years. With Rufus AI Amazon, shopping discovery is moving away from static keyword matching and toward intent-driven, AI-guided conversations. As Amazon AI search ads, Amazon AI-powered ads, and Amazon prompt-based advertising continue to evolve, sellers who adapt early will hold a lasting competitive advantage.
Today, even within the Amazon Rufus AI beta, brands can already see how Amazon Rufus AI prompts influence clicks, conversions, and ACoS. These AI-driven interactions are shaping the Amazon PPC future, where Amazon PPC AI relies on product understanding, historical performance, and content quality—not just bids.
By optimizing listings, monitoring Amazon AI prompts Sponsored Products, using Amazon Sponsored Products AI and Amazon Sponsored Brands AI strategically, and adding short, feature-focused videos, sellers give Rufus better data to work with. That data directly impacts how often and how favorably your products are recommended inside AI conversations.
The opportunity is clear: sellers who invest now in Amazon Rufus AI PPC will build stronger visibility as AI-driven Amazon ads become the default shopping experience. Rufus will remember which products convert, which listings answer shopper questions best, and which brands deliver clarity and confidence.
Act early, optimize for AI intent, and treat Rufus not as an experiment—but as the next foundation of Amazon AI advertising. The brands that move now will be the ones Amazon’s AI recommends most when shoppers ask, “What should I buy?”
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