Amazon marketers are facing a big shake-up. Amazon is making a major shift towards an AI shopping experience, and its new Branded Conversations format puts your product content at the centre of it.
Just recently, on 29 September, Amazon announced new features that go beyond traditional search. Customers can now ask questions, compare products and get recommendations through AI, instead of scrolling through a page of results.
What Amazon Announced
Amazon’s shopping assistant is becoming a bigger part of how people find and choose products. Rather than typing a keyword and comparing listings themselves, shoppers can hold a conversation with the assistant and ask which product suits their needs.
For advertisers, that makes the information you give Amazon increasingly important. Brands can supply product guidance and campaign briefs to help the assistant explain their products and match them to the right customers. That includes:
- Your target audience: Who the product is designed for and the situations they’re shopping in.
- Your unique value proposition: What makes your product different from the alternatives in the same category.
- Your proof points: The evidence supporting your claims, such as specifications, certifications, test results or reviews.
How Branded Conversations Work
Branded Conversations let shoppers click a sponsored ad prompt and ask follow-up questions to work out which product is right for them.
Why does this matter? The ad no longer ends at the click. Your catalogue, product descriptions and comparison content become part of the conversation that influences the purchase. If that information is vague, incomplete or generic, the assistant has less to work with when a shopper asks why they should choose you.
When Is It Coming to Australia?
The US launch is scheduled for January 2027. Australian timing is still unconfirmed, but it’s important to be prepared. Product content takes time to review and improve, especially across a large catalogue, so starting now means you won’t be playing catch-up when it arrives.
How to Prepare Your Product Content
Review your product content with an AI shopping assistant in mind. Ask yourself:
- Pain points: Is it clear which problems your products solve?
- Audience fit: Does it explain who your products are best suited to?
- Differentiation: Does it explain what sets your products above the rest?
The takeaway for Australian marketers: the brands that give Amazon clear, specific and well-supported product information will be the ones the assistant can recommend with confidence. Focus on these areas, and you’ll be better prepared for what’s coming.
