Amazon AI is Changing the Rules of the Search Game On You, with Spencer Millerberg, Founding Partner at DetailPage.com

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Amazon AI is Changing the Rules of the Search Game On You, with Spencer Millerberg, Founding Partner at DetailPage.com

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A few weeks ago, Spencer Millerberg, Founding Partner at DetailPage.com was on the podcast to discuss the latest in SEO trends in digital commerce. We invited him back for a deeper dive on Amazon AI, as they are a bellwether of where SEO will go in the next few years. The changes are ones no brand should sleep on, and the opportunities to win market share based on the right product page content are considerable. For example, Amazon has added hidden fields to fuel some of this new SEO, and only 7% of brands have them filled out.

Amazon AI is Changing the Rules of the Search Game On You, with Spencer Millerberg, Founding Partner at DetailPage.com

Transcript
Our transcripts are generated by AI. Please excuse any typos.

Peter Crosby: Welcome to Unpacking the Digital Shelf, where we explore brand manufacturing in the digital age. Today we're diving back into Amazon AI, as they are the bellwether of where SEO will go in the next few years.

Spencer Millerberg: Hey, thanks for having me again.

Peter Crosby: Let's refresh the listeners who missed the first part of this episode. We're digging into how AI is changing search, particularly on Amazon.

Key Insights

1. Changes in Amazon Search:

   • Amazon began issuing a keyword by volume report in mid-2022.
   • Recent changes include AI review authentication and new fields for product details.

2. SEO Optimization:

   • Brands need to fill out new fields; only 7% currently use them.
   • The importance of using customer search language is emphasized.

3. Customer Expectations:

   • Expect major changes in how Amazon presents search results based on AI advancements.

4. Future of Advertising on Amazon:

   • Advertising will likely become more personalized based on past purchases and search behavior.

Recommendations for Brands

• Use customer search language to improve visibility.
• Update content regularly to align with Amazon's changes.
• Be prepared for occasion-based searches, especially during peak times like holidays.

Conclusion

Spencer Millerberg emphasizes that brands must adapt quickly to these changes in Amazon's search landscape to maintain competitiveness. The next few years will be crucial for understanding and adapting to the evolving digital shelf.