Rufus is dead. Now what?

Amazon just quietly pulled the plug on Rufus.

Remember the AI shopping assistant that was supposed to “change” Amazon search forever?

Yeah… that one.

In this week’s podcast episode, we break down:

• Why we believed Rufus was doomed from day one

• What Amazon’s AI strategy is actually turning into

• Why sellers wasted months obsessing over “Rufus optimisation”

• The real shift happening inside Amazon right now

• And the bigger warning most brands are missing: cash pressure

Because while everyone was distracted by AI hype, Amazon has been spending aggressively… and we think sellers are about to feel the effects.

We also cover:
→ Why Amazon may tighten reserve policies
→ What this means for your cash flow over the next 12–24 months
→ Why just focus on the fundamentals is still the winning strategy
→ And how AI search is likely to evolve from here

There’s also:

• A few victory laps

• A Greek mythology nickname

• Some mild industry roasting

So… a normal episode, really.

If you’re selling on Amazon right now, this is one you’ll want to hear before making any major moves around AI, listings, or advertising strategy.

Watch the full episode here 👇

🎧 Apple Podcasts:

🎧 Spotify:

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