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All Eyes on Amazon: Alexa Is Now Your Holiday Salesperson

350M+ shoppers used Alexa for Shopping last year, and Alexa recommends what your listing says. Here's how to get your Amazon catalog ready before Black Friday.

Priya Poddar
Nov 2, 2026
Articles & Blogs
Illustration of a shopping assistant chat recommending a short list of products

This holiday season, more of your Amazon sales will start with a question. Shoppers ask Alexa what to buy, and Alexa answers with a short list. If your product is on that list, Alexa is selling it for you. If it isn't, Alexa recommends someone else.

All Eyes on Amazon is our two-week series on getting your listings ready for that new salesperson before Black Friday. We start with why it matters, then walk through each step of the prep over the next two weeks.

The holiday is moving online, and through AI

Adobe expects U.S. shoppers to spend $275.1 billion online between November 1 and December 31, up 6.7% on last year. Traffic from generative AI tools to retail sites is forecast to rise 130% over the season, and 159% on Thanksgiving.

On Amazon, the assistant doing that work is Alexa for Shopping. More than 350 million shoppers used it in the past year, and U.S. users spend 40% more per order than shoppers who don't.

How your new salesperson decides

We studied 100,000 Alexa shopping prompts to see how it picks. Three patterns stood out:

  • It groups picks into shelves by need. Use case, product type and budget shape which products appear together.
  • It explains each pick with product details. Fit, materials and features are the reasons it gives a shopper.
  • Leading your shelf isn't enough. About two-thirds of products that led their own shelf still sat below the first overall position.

Your product page is the sales pitch

Alexa can only sell what your listing tells it. When a shopper asks for waterproof trail shoes in a wide fit, a shoe that is both still loses if its listing never says "waterproof" or "wide."

Our initial audit found that 22% of Amazon product pages have errors, from missing attributes to details that contradict each other. Many listings were built by hand and rushed live, so the details Alexa needs go missing.

Two versions of the same fictional trail shoe listing: one leaves out waterproof and width, so Alexa recommends another shoe; one states both, so Alexa has a reason to recommend it

Your holiday prep, in four steps

  1. Evaluate: see how ready each product is with your Amazon Agentic Commerce Optimization (ACO) Score.
  2. Enrich: let agents suggest better titles, bullets and attributes for your team to approve.
  3. Deliver: get approved changes live the way your team works, from an export of enriched data to a direct Amazon connection.
  4. Monitor: see what Alexa says about your category (in preview).

All four are part of ReFiBuy for Amazon, built for Alexa for Shopping. Over the next two weeks, we'll walk through each one. You can also read how we support Alexa for Shopping.

Start with one product

Get your free Amazon ACO Report before Black Friday. Send us one product, and we'll show you how ready it is for Alexa and what to fix first.

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