Hello Sellers,

We've seen questions recently about Rufus, Amazon's AI-powered conversational shopping assistant, and what to do when it displays inaccurate information about your products. I'd like to share how Rufus works, why errors can occur, and most importantly, how you can report them.

What is Rufus?

Rufus is Amazon's generative AI-powered shopping assistant, designed to help customers make more informed purchasing decisions. Customers can ask Rufus questions about products, compare options, get recommendations, and understand product details — all directly in the Amazon Shopping app and on Amazon.co.uk.

For product-specific questions such as "What are the dimensions?" or "Is this machine washable?", Rufus uses information found on your product's detail page.

Why might Rufus get things wrong?

It's still early days for generative AI, and Rufus won't always get it exactly right. Errors can occur when:

• Product detail page information is incomplete or inconsistent across sections
• Listing content hasn't been updated to reflect current product specifications
• Information conflicts between different parts of your detail page (e.g., bullet points say one thing, but the product description says another)

How to report Rufus errors

Step 1: Verify your listing first

Before submitting a report, check that your product detail page has the most up-to-date information. If the source content is incorrect or incomplete, updating your listing may resolve the issue.

Step 2: Submit a ticket via the Help Centre

When you submit a ticket, make sure you provide:

• The product ASIN
• A screenshot of the question asked and the response Rufus gave
• The nature of the issue — choose from: "Inaccurate or outdated product information", "Answer is incomplete or missing information", "Response is not answering the question", or "The answer can be improved"
• Additional details along with the expected response

To help verify the issue and make the necessary fix, also include any of the following:

• A screenshot of the specific section of your listing that has the discrepancy
• Any product or user manuals with the relevant information
• Information from the manufacturer's website

After you've submitted the issue, Amazon will investigate and make any needed updates.

What you can do proactively

• Audit your detail pages: Ensure bullet points, descriptions, and A+ Content are consistent and accurate
• Check for conflicting information: If different sections state different specifications, Rufus may surface the incorrect one
• Use all available content fields: The more complete and detailed your listing, the better Rufus can represent your product

Helpful resources

Rufus Seller Central Help page

Have you noticed Rufus providing inaccurate answers about your products? What steps did you take to resolve it? Share your experiences below.