Back to Resources

The way customers find products online is undergoing a fundamental transformation. AI search is no longer just coming, it’s here, and it’s reshaping the ecommerce landscape across Amazon, Walmart, and emerging platforms like TikTok Shop.

Recent data shows that AI crawler traffic now makes up almost 30% of Google’s market share, with AI-referred traffic growing at unprecedented rates.

For entrepreneurs selling on major marketplaces, understanding and adapting to this shift isn’t optional, it’s essential for continued growth.

Beyond Keywords: How AI Search Actually Works

Traditional search relied heavily on keyword matching. It’s what we’re all familiar with. Unfortunately, it often results in frustrating experiences for shoppers.

Studies show that between 15 – 18% of first searches fail to deliver relevant results, and over two-thirds of consumers regularly encounter irrelevant product suggestions.

AI-powered search represents a dramatic improvement by focusing on:

• Intent understanding: Comprehending what shoppers actually want, not just the words they use
• Contextual awareness: Recognizing the relationship between terms and concepts
• Natural language processing: Interpreting conversational queries as people actually speak

Essentially, AI search is putting intelligence front and center. 

For example, when a customer searches for “eco-friendly gym bottle,” AI search doesn’t just look for those exact keywords. It understands the intent and might return BPA-free, reusable water bottles, even if those specific terms aren’t in the product description.

The Numbers Don’t Lie: AI Search Is Driving Growth

The impact of AI on ecommerce discovery is already measurable:

• According to new Adobe reports, late 2024 saw a staggering 1,300% increase in U.S. retail website traffic from generative AI searches compared to the previous year
• Visitors from AI search platforms stay 8% longer on websites, explore 12% more pages, and are 23% less likely to bounce than traditional search referrals
• 39% of consumers have already used generative AI for online shopping, with 55% using it for product research
• Businesses implementing AI-driven personalization report 44% higher customer retention rates

Google’s AI Summary: The New Gateway to Page One

Google’s introduction of AI-generated summaries at the top of search results has fundamentally changed the first touchpoint between consumers and products. These concise, AI-curated answer boxes now appear for approximately 40% of all product-related searches, creating both challenges and opportunities for ecommerce brands.

How Google’s AI Summaries Work

When users search for product information, Google’s AI analyzes multiple top-ranking sources to generate a comprehensive summary that appears above traditional organic results. These summaries typically include:

• Key product features and specifications
• Price ranges across retailers
• Consensus on product strengths and limitations
• Comparison points with competing products
• Links to authoritative sources

For ecommerce entrepreneurs, this means your content may be featured in these summaries without users ever visiting your website—or conversely, your competitors’ information might be showcased even when you rank well.

Optimizing for AI Summary Inclusion

To increase your chances of being featured in Google’s AI summaries:

• Create definitive content: Develop comprehensive product information that directly answers common questions
• Structure content clearly: Use descriptive headings, bullet points, and tables that are easy for AI to parse
• Emphasize unique insights: Provide distinctive information not available on competitor pages
• Maintain E-E-A-T standards: Demonstrate expertise, experience, authoritativeness, and trustworthiness in all content
• Implement FAQ schema: Mark up frequently asked questions with proper schema to increase visibility in AI summaries

Platform-Specific Optimization Strategies

Amazon Marketplace: Adapting to COSMO and RUFUS

Amazon’s internal search engines are evolving rapidly with AI systems like COSMO and RUFUS fundamentally changing product discovery. While Amazon’s specific algorithm details are closely guarded, successful sellers should:

• Move beyond basic keyword optimization: Focus on comprehensive product information that genuinely addresses user needs and intentions
• Enhance product data quality: Ensure listings include detailed attributes, specifications, and multiple use cases
• Stay algorithm-aware: Monitor Amazon’s AI updates and adjust listing strategies accordingly

These AI systems are actively reshaping search results today, making proactive adaptation essential for maintaining and growing your Amazon sales.

Walmart Marketplace: Leveraging AI Tools for Better Visibility

Walmart continues integrating AI tools to enhance both seller capabilities and customer experiences. To optimize for Walmart’s evolving platform:

• Use AI for content creation: Generate optimized titles and descriptions that incorporate relevant keywords while maintaining natural language flow
• Complete all product attributes: Fill in every possible product specification to improve discoverability in filtered searches
• Leverage Walmart’s advertising tools: Use Search and Display Ads strategically to maximize visibility
• Maintain operational excellence: Fast shipping, seamless returns, and quality customer service directly impact algorithmic visibility and Buy Box ownership

Walmart’s partnerships with AI platforms now allow sellers to scan catalogs, identify listing weaknesses, and implement targeted improvements specific to Walmart.com’s search algorithms.

TikTok Shop: Mastering the Algorithm-First Marketplace

TikTok Shop represents a fundamentally different approach to ecommerce, where content engagement and algorithmic performance often matter more than traditional SEO.

The platform has shown remarkable growth, with a 113.8% year-over-year revenue increase in early 2025 and market share jumping from 23% to 35%.

To succeed on TikTok Shop:

• Prioritize engagement metrics: Optimize for likes, comments, shares, watch time, and click-through rates—the primary signals that determine visibility
• Create contextually relevant content: Ensure your videos have strong production quality and connect with current platform trends
• Maintain consistent posting: Regular uploads (3-5 weekly) help build algorithmic trust and maintain visibility
• Understand the recommendation system: Unlike TikTok’s main feed, TikTok Shop optimizes for purchase conversion, not just entertainment
• Implement predictive analytics: Use data analysis to optimize listings, pricing, content strategy, inventory management, and customer targeting

Essential Website Optimization Strategies for All Platforms

No matter where you sell, these core optimization strategies will improve your visibility in AI search:

1. Implement Structured Data and Schema Markup

Structured data has become non-negotiable for standing out in AI-driven search. By implementing schema markup, you provide AI systems with clear, organized information about your products.

For product pages, ensure your schema includes:

• Product name and detailed description
• Multiple high-quality images
• Current price and availability status
• Brand information
• Customer reviews and ratings

This markup is particularly crucial for conversational interfaces and AI assistants, which rely on structured data to generate accurate responses for shoppers.

2. Optimize for Natural Language and Semantic Search

We’re all spending a lot more time talking to our phones and smart devices these days. 

AI-powered search understands conversational queries, so your content should mirror how people naturally communicate:

• Focus on entity-based optimization: Emphasize concepts and relationships between terms rather than exact keyword matches
• Create conversational content: Format product descriptions, blog content, and FAQs in natural language that matches how users actually search
• Address various phrasing options: Include synonyms and related terms throughout your content
• Target long-tail queries: Optimize for specific, conversational phrases that AI users typically employ

3. Prepare for Voice and Visual Search

By mid-2025, projections suggest that 30% of all online searches will use visual search methods, while voice search continues growing rapidly across devices.

For voice search optimization:

• Include question-based content that mirrors conversational patterns
• Structure product information in a dialogue format
• Provide direct answers to common product questions
• Use natural language phrases in all descriptions

For visual search success:

• Provide high-quality product images from multiple angles
• Show products in different contexts and use cases
• Implement alt text and image metadata optimization
• Consider augmented reality capabilities where applicable

4. Leverage User-Generated Content

AI search increasingly prioritizes authentic user experiences, making user-generated content (UGC) a powerful ranking factor. UGC helps AI platforms understand real-world usage and sentiment regarding your products.

Effective strategies include:

• Encouraging detailed customer reviews beyond simple star ratings
• Adding interactive Q&A sections where users answer each other’s questions
• Featuring authentic user experiences and testimonials prominently
• Including customer-created content like unboxing videos and use cases

Future-Proofing Your Ecommerce Presence

As AI search continues evolving, these strategies will help ensure long-term success:

Monitor AI Search Traffic and Behavior

Begin tracking the percentage of traffic coming from AI sources and analyze how these visitors interact with your store. According to recent data, AI-referred users demonstrate higher engagement metrics across the board, potentially representing higher-quality traffic.

Embrace Omnichannel SEO Strategy

AI is erasing boundaries between traditional search engines, social platforms, and marketplaces. Develop a cohesive optimization strategy across all channels, recognizing that user-generated content from one platform may influence visibility on others.

Invest in AI-Powered Analytics

Predictive analytics has become essential for ecommerce success. These tools help interpret signals faster than humanly possible and identify opportunities before competitors. For TikTok Shop specifically, advanced analytics can analyze content performance signals, conversion patterns, and seasonal demand to optimize inventory planning.

The Canopy Management Advantage: Your Partner in AI-Optimized Ecommerce

Navigating the rapidly evolving AI search landscape requires expertise, technology, and strategic insight—exactly what Canopy Management delivers for brands selling on Amazon, Walmart, and TikTok.

As America’s fastest-growing brand management agency (as recognized by Inc.com), Canopy Management has helped partners achieve an average of 84% year-over-year profit growth through our integrated approach to marketplace optimization.

Our proprietary Canopy Advertising Technology (C.A.T.) leverages advanced analytics across vast datasets to create a strategic roadmap for sustained sales growth and increased profitability. 

With over $3.21 billion in revenue managed and 5-star rating across review platforms, Canopy Management offers the expertise you need to thrive in the new era of AI-powered ecommerce.

Don’t just adapt to the AI search revolution—lead it. Connect with Canopy Management today to discover how our comprehensive services can create more wins for your brand in 2025 and beyond.

Canopy Management is a full-service marketing agency for Amazon, Walmart, and TikTok sellers. Our team consists of multi-million dollar, omni-channel entrepreneurs, industry leaders, and award-winning experts.