Retailer agents

Every gap in your listing is a doorway to a competitor

Alexa for Shopping builds its answer from your Amazon listing. ReFiBuy finds what's missing and closes the gap before a competitor walks through.

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Illustration: a shopper asks Alexa for Shopping for a Dutch oven that takes high heat for sourdough and works on induction. The answer shows Morrow, a fictional sage enameled cast iron Dutch oven, below another pick. Lines run from the two details Alexa cites, oven-safe to 500°F with the knob and works on induction, to the listing fields ReFiBuy corrected or added behind them, each with its source.

I'm getting into sourdough. Which Dutch oven can take high heat for bread and still work on my induction stove?

Best for bread baking: high heat, induction-ready

  • Morrow Enameled Cast Iron Dutch Oven, 5.5 Qt

    4.7 (812)

    $17900

    Your product

    Oven-safe to 500°F with the brass knob on, and it works on induction.

Structured basics

Temperature Rating94%

400 Degrees Fahrenheit

500 Degrees Fahrenheit, lid and brass knob included

From spec sheet rev. B, oven

Why this change: Spec sheet rev. B rates it to 500°F with the brass knob. 400°F was the old knob's rating and contradicted bullet 2.

What is Alexa for Shopping (AFS)?

Alexa for Shopping is Amazon's AI shopping assistant, launched in May 2026 when Amazon brought together Rufus and Alexa+.2 It answers shopper questions in the search bar and in chat, narrows a category to a few picks and explains each one.

  • 400M+

    customers used AFS in the last 12 months1

  • 570%

    rise in customer interactions, year over year1

  • 50%

    more spent per order by U.S. customers who use AFS than by those who don't3

Fix the record before you write more copy

Listings drift. A part changes and the bullet gets updated, but the attribute doesn't. Now the listing says two things, and AFS has no single answer to give. ReFiBuy drafts one sourced value for each fact for your team to approve.

Before

Morrow Enameled Cast Iron Dutch Oven 5.5 Qt, Sage

Bullet 2
Oven-safe to 500°F for roasting and baking
Temperature Rating
400 °FTwo values for one fact
Compatible Devices
Not set

AFS answer, before (illustrative): "The Morrow is listed as oven-safe to 500°F, but its temperature rating says 400°F. The listing doesn't say whether it works on induction."

After

Morrow Enameled Cast Iron Dutch Oven, 5.5 Qt, 500°F Oven-Safe, Induction

Bullet 2
Oven-safe to 500°F for roasting and baking
Temperature Rating
500 °F
Compatible Devices
Gas, Electric, Induction, Ceramic Glass

AFS answer, after (illustrative): "Morrow is oven-safe to 500°F with the brass knob on, and it works on induction."

Find the gaps in your own listings

The Amazon ACO Report scores one ASIN and lists the fixes to make first.

Get your Amazon ACO Report

How ReFiBuy gives Alexa one story to tell

A closed loop for every listing: each fix has a source and a confidence score, your team approves it, and ReFiBuy tracks how your product performs in AFS.

See where each listing falls short

ReFiBuy compares what you sent with what Amazon shows, then scores each ASIN on four readiness checks so your team knows where to start.

  1. Overall Amazon ACO Score, out of 100
  2. Four readiness checks: Be Available, Be Findable, Be Trusted, Be Chosen
  3. The verdict, and where to start
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ReFiBuy's Amazon listing score for Morrow, a fictional Dutch oven: overall score 78 out of 100, with Be Available, Be Findable, Be Trusted and Be Chosen percentages.

Keep the keywords that rank. Add the facts AFS needs

ReFiBuy builds on the search work that already sells. Suggestions stay inside Amazon's field limits, and your team reviews each one, so a better title never costs you the phrase shoppers search for.

ReFiBuy suggested

Morrow Dutch Oven for Bread Baking, 500°F, Induction, 5.5 Qt

60 characters

Your team's edit

Morrow Enameled Cast Iron Dutch Oven, 5.5 Qt, 500°F Oven-Safe, Induction

72 characters

Amazon title limit: 75 characters

What 100,000 Alexa for Shopping prompts show

ReFiBuy's research team, led by Andrew Bell, studied how AFS presents and explains products across 100,000 shopping prompts. The findings describe presentation, not ranking.

  • Most shelves hold three products or fewer

    That's about 89% of the 64,900 shelves in the study, each named for a shopper need.

  • Leading a shelf rarely means leading the answer

    64.5% of products leading their own shelf sat below first position in the full answer.

  • Product facts explain the pick

    Use-case suitability appeared in 53.58% of AFS explanations, the most common reason.

  • Sept 30, 2026

    100K Alexa for Shopping Prompt Study: Quarterly Report, Part 1 of 2

    The full study: shelves, positions and the reasons AFS gives.

    Read on RetailPlaybook

  • Oct 7, 2026

    100K Alexa for Shopping Prompt Study: Quarterly Report, Part 2 of 2

    Position benchmarks, cited sources and the product details brands can improve.

    Read on RetailPlaybook

  • Oct 9, 2026

    First on the Shelf, Fifth in the Answer

    Andrew Bell, ReFiBuy VP of Research, on what 100,000 AFS prompts show.

    Listen on RetailPlaybook
Explore the AFS study

Different agents. One product data foundation

Agentic Commerce Optimization (ACO) starts with product data agents can use. What your team approves for Amazon also strengthens your product data for answer engines, personal agents and your own site.

Answer engines

Agents that answer shoppers' research questions.

Examples: ChatGPT, Microsoft Copilot, Google AI Mode.

Retailer agentsThis page

Shopping agents on a retailer's own site.

Example: Alexa for Shopping on Amazon.

Personal agentsNew

Agents that shop for one person, with that person's context.

Example: Meta Muse.

Get your Amazon listings ready before Black Friday

Book a demo and we'll walk one of your ASINs through it: what's missing, what to fix, and how it shows up in AFS.

Prefer to start smaller? Get your free Amazon ACO Report

Nov 27

Black Friday, Alexa for Shopping's first

Alexa for Shopping for Amazon brands: frequently asked questions

How does Alexa for Shopping choose which products to show?

Amazon doesn't publish how Alexa for Shopping weighs products. In ReFiBuy's study of 100,000 AFS prompts, AFS sorted its picks onto shelves named for a shopper need and explained each pick with product facts. Use-case suitability was the most common reason, followed by materials and ingredients.

Will changing our listings for Alexa for Shopping hurt our Amazon search rank?

Nothing changes without your team's approval. Each suggestion sits next to the value it replaces, stays within Amazon's field limits and can be edited before you approve it, so your team keeps the search terms that already sell.

How do approved changes reach Amazon?

However your team works today. ReFiBuy's team sets up the route with yours, whether that's an export of the enriched product data, your PIM, or your Seller Central or Vendor Central workflow, so your PIM stays the source of truth. Amazon decides which submitted changes appear on the live listing.

Can we start before connecting our Amazon account?

Yes. Your team can start enrichment before connecting your Seller Central or Vendor Central account.

What does the free Amazon ACO Report include?

The Amazon ACO Score for one ASIN, its results on four readiness checks (Be Available, Be Findable, Be Trusted and Be Chosen), the findings behind them and the fixes to review first. It assesses the listing. It doesn't show how the product appears in AFS answers.

How does ReFiBuy monitor Alexa for Shopping?

Monitoring for Alexa for Shopping is in preview. ReFiBuy runs a defined set of shopper-style research prompts from a clean profile with no purchase history, then records how AFS grouped its answer, where your product appeared and which other products shared the answer. ReFiBuy writes the prompts; they aren't collected from shoppers.

How is ReFiBuy different from AI visibility tools?

Visibility tools report where you show up. ReFiBuy fixes the listing behind the answer: it drafts each change from a source, your team approves it, and ReFiBuy checks how your product shows up in AFS.

Sources

1Amazon, Q3 2026 earnings release, October 29, 2026.

2Amazon, “Meet Alexa for Shopping, your personalized, agentic AI assistant on Amazon,” May 2026.

3Amazon, Q3 2026 earnings call, October 29, 2026 (Andy Jassy), as reported by Modern Retail.

ReFiBuy is not affiliated with Amazon. Amazon, Alexa and related marks are trademarks of Amazon.com, Inc. or its affiliates. Morrow is a fictional product. Its listing, app screens and Alexa answers on this page are illustrative.