Amazon Rufus — 274M Daily Queries, $10B in Incremental Sales
Amazon's AI shopping assistant Rufus now handles over 274 million daily queries and has driven $10 billion in incremental sales. Products with comprehensive A+ Content and strong review quality are surfacing more frequently in Rufus results.
Amazon Ads Upfront — May 11, 2026
Expanded AI-powered advertising capabilities announced. New ad products rolling out over the next 30-60 days.
Mobile-First Indexing — A10 Now Penalizing Non-Optimized Listings
Amazon's A10 algorithm is now penalizing listings not optimized for mobile in search visibility rankings.