The New Amazon Buyer Journey in 2025: AI Search, Rufus, and A10 Explained
What Sellers Need to Know About How Customers Find and Buy Products Today In 2025, the buyer journey doesn’t begin with a search bar. It starts in a scroll, a swipe, a voice query, a group chat, or an AI prompt. Shoppers are discovering products while watching TikToks, chatting with ChatGPT, or asking Amazon’s Rufus assistant, “What’s a good carry-on suitcase for weekend travel under $200?” They’re being shown product recommendations before they’ve even considered buying — and many are checking out without ever seeing your full product page. This isn’t just a shift in channels. It’s a full-on evolution of the marketplace ecosystem — driven by AI, social commerce, and predictive algorithms. If your brand doesn’t understand the new buying journey, your listings aren’t just falling behind… they’re invisible . What’s Changed: The 2025 E-Commerce Buyer Journey 1. Discovery Is Decentralize...