The New Amazon Buyer Journey in 2025: AI Search, Rufus, and A10 Explained
How AI assistants, social commerce and Amazon’s A10 reshape discovery in 2025—Rufus, SGE, Perplexity, external traffic, and what sellers must do. 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 ...