How to Optimize Your Amazon Listings for AI Search With Jon Tilley [Ep.219]

Well, what I wanna get into that, that's basically gonna be my next question, how do we do this? But before we do that, I'm curious on your thoughts since you're in this space.

Like I always look at it through the lens of SEO because that was kind of like my skill before AI came in with a wrecking ball on that.

Like the way I view it is like we get a ton of traffic from LLMs now.

Our SEO traffic has dipped quite considerably, but it's like holding steady, and I kinda look like Almost like we didn't lose traffic 'cause of the replacement of the LLM traffic, but I also don't feel like we're net gaining any traffic either.

So in your terms of those two sources, so in your view, is it kinda the same happening with Amazon as like these two sources are kinda like cannibalizing each other, but is the LLM source of traffic also higher converting than when it was just pure keyword on content base? Like, what are your thoughts on that?

You're exactly right.

It's similar to what we're seeing around GEO, SEO, LLM traffic, right? You're getting one source of traffic that is actually starting to dip around sessions because frankly, we're not even necessarily seeing the search results page, right? And that's-

Yeah

... thinking.

But on the other side, you're getting more conversational search sessions up, and those are higher converting.

So, you know, in some cases we're seeing, it depends on the niche on Amazon, but some sellers we're looking at, their overall sessions are going down, but their conversions are going up and their revenue is going up, right? And then on the other cases, some of these, their sessions are actually going up and their conversion rate is going up because they're now accessing more of the conversational search, right? 'Cause it's not a small piece of the puzzle, and it's certainly growing.

I think there's three hundred and seventy million customers that are now using Alexa for shopping.

The latest projection, I think, was like twelve billion in additional revenue from Alexa for shopping conversational search.

So there's this whole new shelf of recommendation, and frankly, it's a whole new way of searching for products on Amazon because you're researching and asking questions.

You're not just like, "Hey, I wanna buy something," right? So it's opening up, you know, the use cases of how people can find your product.

And if you have that conversation, you know, some of the questions are like, "Hey, I don't know anything about this category.

Give me some ideas." Then once you have the ideas from Alexa, then it's like, okay, well, what should be my criteria around decision making? And it will have that conversation with you, and then you'll be like, "Okay, great.

I actually...

Great, you told me these ten things.

I actually want these three things, so give me a product that matches these three things." And then it gives it to you, and then you're like, "Okay, I'm eighty percent of the way there.

I can convert," right?

Yeah.

It is very interesting 'cause it, yeah, it's selling you in the conversation, whereas in the past, maybe you needed a sales letter, like, or, you know, the better copyright on the listing page.

But it's taking you through that entire customer journey, maybe even closer.

I mean, I guess it would be closer 'cause the conversion rates tend to be higher than the old system.