Does your listing answer buyers' questions?
Your copy stays in your browser. Nothing is sent or stored.
What Rufus is
Rufus is Amazon's AI shopping assistant. Buyers ask it questions in full sentences in the app or on the website, such as “Which water bottle fits a bike bottle cage?”. Rufus answers, compares products and suggests some.
On May 13, 2026, Amazon brought Rufus and Alexa+ together as “Alexa for Shopping” for customers in the US. Amazon describes the new assistant as combining Rufus's product expertise with Alexa+. For your listing the consequence is the same either way: it no longer just gets read, it gets questioned.
What Rufus builds its answers from
Amazon names three sources: the details in the listing, customer reviews and community Q&A. In its seller blog from April 2026, Amazon explicitly advises answering frequently asked questions in the product description so Rufus can recommend the product.
You only influence reviews and Q&A indirectly. Your listing is fully yours: title, bullet points, description, A+ content and the attributes in Seller Central. What isn't there, Rufus cannot answer from your listing.
The nine question types
The check above looks for these nine kinds of buying questions. They are the same ones the AI in the toolbox's Rufus check asks about. Fit only counts for clothing, shoes and bags, compatibility only for accessories, spare parts and electronics.
| Question type | Typical buyer question | What your copy should say |
|---|---|---|
| Size and weight | “How big is it exactly, and how heavy?” | Numbers with units: in, cm, oz, lb, ml |
| Material | “What is it made of?” | Material of each part |
| Care and cleaning | “Is it dishwasher safe?” | Dishwasher, wash temperature, cleaning |
| Use | “Does it work for camping too?” | Places, occasions, who it is for |
| What's in the box | “Is a charging cable included?” | Every part with its quantity |
| Safety | “Is it BPA-free? From what age?” | Certifications, materials, age range |
| Durability | “Is it waterproof? Is there a warranty?” | Warranty, protection rating, load limits instead of “durable” |
| Fit | “Does it run small?” | Cut, size chart, how it fits |
| Compatibility | “Will it fit my model?” | Models, sizes or standards |
How to close the gaps
- Facts instead of buzzwords. “450 gsm, OEKO-TEX, machine washable at 140 °F” answers three questions, “high quality and durable” answers none.
- Put the most common questions into the listing. Read the customer questions and critical reviews of your product and your competitors. Whatever comes up repeatedly belongs in the bullet points or the description.
- Fill in the attributes. Material, dimensions, care instructions and compatibility have their own fields in Seller Central. An empty field is an unanswered question.
- Stay honest. Rufus reads the reviews too. A claim that buyers contradict there won't help you.
Whether everything then fits the limits, the search terms checker tells you. The listing checker scores your whole listing, images and A+ included, from 0 to 100. How Rufus and COSMO understand queries is explained in the Academy lesson Rufus and COSMO.
What this check can and cannot do
The check looks for words and numbers in your copy that answer one of the nine question types, in English and German. It doesn't see what Rufus actually answers, and it doesn't know your attributes, reviews or Q&A. A hit means: the detail is there. Whether it is correct and complete is up to you.
The Rufus check in the toolbox goes further. It loads your listing by ASIN, an AI asks the twelve questions buyers have about your exact product, looks for each answer word for word in the listing and writes a ready-made sentence for every gap, so you only fill in your value. The preview with the questions is free with a free account, up to three times a day.
Frequently asked questions
What is Amazon Rufus?
Rufus is Amazon's AI shopping assistant. Buyers ask it questions about products, it answers from the listing details, reviews and customer questions and suggests matching products.
Is Rufus now called Alexa for Shopping?
In the US, yes: on May 13, 2026, Amazon brought Rufus and Alexa+ together as “Alexa for Shopping”. For your listing nothing changes: what isn't in it, the assistant cannot answer from it.
How do I optimize my listing for Rufus?
Answer the questions buyers have before they buy with checkable facts: dimensions, material, care, what's in the box, use. Fill in the attributes in Seller Central and put the most common customer questions into your bullet points or description. You don't need copy written only for the AI.
Is my copy stored?
No. The check runs in your browser, nothing is sent or stored.
What does the Rufus check in the toolbox cost?
The preview with the questions about your product is free with a free account, up to three times a day. The ready-made sentences for all gaps cost credits from your balance.
More free tools: check which Amazon reviews you can get removed, Amazon FBA calculator for the UK and Europe, Amazon FBA calculator for amazon.com, FNSKU label generator, UPC code generator with how to get real UPCs, EAN and UPC check digit calculator, Amazon image requirements checker, A+ content image sizes for every module, GPSR checklist for Amazon, Amazon Brand Registry checklist with trademark fees, unit price calculator for the German Grundpreis, ACOS and ROAS calculator for your ads, search terms byte counter for backend keywords and titles, listing checker with a score from 0 to 100. All in one place: free Amazon seller tools. Numbers from over 1,200 checked listings: Amazon Listing Study 2026.
Sources
All sources checked on October 27, 2026.