7 strategies that make your ASIN answerable

This This is the Billiondoll Sellers podcast. Your go-to source for cutting edge strategies and success stories from the world of Amazon and e-commerce. Buckle up and get ready to take your Amazon business to new heights. Don't forget to subscribe to the Billiondoll Sellers Newsletter. Welcome your host. >> Welcome your host, Kevin King. >> Hey everyone, welcome to the Billiondoll Sellers podcast. I'm your host, Kevin King, and today is Thursday, July 16th, 2026. We've got a lot to cover, so let's jump right in. On today's show, we're going to get into a big shift in Amazon SEO, where the keyword era is ending, and I've got seven specific moves you can make right now to make your ASM answerable in this new Roffus and Alexa world. I'll also tell you about a brand new Amazon attribution toggle that finally shows you every ad that earns a sale. Some really interesting stats on where AI shopping is headed and a whole lot more. Before we get going real quick, Market Masters 4 is happening 5 weeks from now down here in Austin. Pilot just put out a video talking about her Market Masters experience and it's worth a watch if you're on the fence. So, are you coming? If you are, then there's a link in today's show notes. All right. Now for today's stunt basos question. Chad GBT is losing market share fast to Gemini and Claude. A year ago, Chad GBT held 76.4% of the AI market. So what is it now? Think about it and I'll give you the answer at the end of the show. All right, let's get into the big one cuz this might change how you think about the whole game of getting found on Amazon. Rei's Andrew Bell just dropped a deep guide and his argument is basically that the keyword era is ending. The sellers who win this Rufus and Alexa world are going to be the ones who optimize around complete product phrases, not single keywords. So here's the skim. So first, the big shift. Amazon search now runs on two layers working together. You've got A9, that's the old engine, and it still decides whether your product can even be found. It reads the words in your listing and it builds a candidate pool. And then sitting right on top of that, you got Rufus and Alexa for shopping. And that layer figures out what the shopper is actually trying to accomplish. It applies their context and their budget. It weighs the evidence on your page and it picks the winner. Here's the kicker. Uh these AI agents now take one prompt like find something for my kids in our home and they fan out into dozens of little searches. So it's thinking about what type of product you want, which room it's going in, the style you're after, who's actually going to use it, and and whatever constraints happen to matter to you. So you're no longer trying to rank for a keyword. You're trying to be eligible across the whole family of queries that one shopping mission generates. L calls us query plan coverage. Now, there's three acronyms he wants you to know. I'll keep them quick. The first is acco or aentic commerce optimization. That's engineering your as so it can get retrieved, interpreted, trusted, and selected across both of those layers. And good is great SEO, but great SEO all by itself just isn't enough anymore. The second is QPO or query planning optimization. This is predicting all the search paths a mission might generate and then asking yourself how many of those can my product be found by and how many can I honestly win. And the third is NPO noun phrase optimization and that's the language layer that makes it all retrievable. It's organizing your product content around the phrases that define what it is, who it's for, where it's used, what constraints it meets, and why it can be trusted. Uh so what actually is a noun phrase? It's a phrase built around a head now and it gets more and more specific as you stack modifiers on it. So you go from lamp to floor lamp to metal floor lamp to dimmable metal floor lamp for a reading nook. Every one of those modifiers, the material, the use case, the audience, it reduces the ambiguity, and it unlocks more query branches you can answer because shoppers and AI agents both search this way in full descriptive phrases, not lone keywords. Here's the anatomy you want to build around. It's basically your head and noun and then the material use case and a constraint like outdoor safe or dimmable and then some kind of proof layer on top something like ulisted or ETL certified. And this matters right now because of Cosmo. Amazon's Cosmo research shows the system reads way beyond just attributes and tiles. It reads the common sense relations that link products to human intentions. So a phrase like large coastal metal wall art for living room, that's a compact relation statement. It presupposes the material, the style, the size, and the room all at once. You can't directly optimize Cosmo if sellers already get to see that internal graph. So instead, you treat NPO as relational aware language optimization. You structure your content around phrases that imply relationships that matter. And then you watch whether your marketplace signals actually improve. So before I give you the seven specific moves, here are the ground rules for how you do this without wrecking your listing. Use accurate noun phrases that reflect the real product fit. Never force an irrelevant term. So don't add memorial statue unless it truly is one. Separate your parent phrases from your child phrases. So metal wall art versus large abstract metal wall art for living room because a ton of the demand actually lives in those child refinements. Use your mega phrases and your nail stacks only when they read naturally. You're organizing meaning here. You're not spamming. And build your phrase evidence from the market, not from your imagination. That means autocomplete, ad signals, your reviews, your Q&A, customer language, and catalog data. Read your organic and your paid signals together. Find where you're already visible versus where the demand's still under represented. And then measure it all as a system, not just one metric. Okay, so here's the part you've been waiting for. The seven specific NO moves you can go do right now. First up, map your query plan in 5 minutes. Type your main product term into the Amazon search bar and screenshot every single autocomplete suggestion. Then type it into Alexa for shopping. Show me this product for this use case and note the follow-up prompts it offers you. That list right there is your query plan and those are the child phrases you need to be eligible for. Next, pull your search query performance report. That's in brand analytics under SQP. Sort by your top as and list every phrase where you're getting impressions by low click or purchase share. Those are the phrases where you're visible, but you're not winning. So, fix the language and the evidence there first. Don't waste time on terms you already dominate. Third, rebuild your title as a noun phrase stack, not keyword solid. So, you structure it. Head noun, product type, material, key attribute, and then use case or room. Uh, something like metal wall art, large abstract, coastal panels for living room. One coherent phrase that a human and an AI can both parse beats 200 characters of common jam keywords every time. and put one constraint or proof phrase in your first two bullets. Something like dimmable or outdoor safe because those are the exact filters the agents apply when they're narrowing a mission. And if that phrase isn't on your page, you get filtered out before you even reach the comparison. After that, add an audience and occasion line to your bullets or your A+ content. That's a phrase like gift for horse lovers or for a first apartment. The agents fan missions out by recipient and by situation, but most listings only describe the product. They never say who it's for or when it's used. Number six on the list, mine your reviews and your Q&A for the real phrases. Do a search through your reviews for how customers actually name the product and how they use it. Stuff like used it for my camper or held up in the rain and then you copy their exact noun phrases into your content. That's market evidence. That's not guesswork. And finally, set a single control test. Change one thing like add a use case phrase to a bullet and then watch that phrase as SQP. click and purchase share for two or three weeks before you touch anything else. You're measuring whether the language actually moved your visibility and not just going off gut feel. So, the bottom line is this. The winning as isn't the one that ranks for one keyword. It's the one that's eligible, relevant, persuasive, trusted, and uh machine legible across the entire mission. There's a link to Andrew's full guide in today's show notes. Now, speaking of AI, let me tell you about something Dan Ashburn's team just launched last Friday. It's their own AI platform and it's not another Chad GPT rapper. It's not skills bolted on to claw it. It's their own engine built for one job, which is running Amazon businesses. Because here's the problem. Every other seller AI lives inside a general model that's confidently wrong with your money on the line. Titan controls the whole environment instead. But the AI sees how it works, how it thinks, and what catches it when it's wrong. So, you tell the outcome you want, and it deploys up to eight specialist agents on your account. PPC, keywords, listings, data. It runs on over a billion US data points and 13 million tracked keywords. It joins your Slack like a teammate and it runs missions in the cloud while you sleep and nothing changes without your approval. One seller connected their account and Titan found a 45% traffic leak in two clicks. They fixed it that day and sales jumped 25% the next day. And Dan opened up a free WhatsApp group called AI for Sellers plus the master prompt guide his team runs on their own brands. This is the first time he's let non-members in. And there's a link to join free in the show notes. All right, here's something you got to see and it comes from a marketing misfits. The whole episode is basically a simple question. Are you artificially lowering their store's profitability just to boost that conversion rate? So, most e-commerce founders obsess over top of funnal conversion metrics or grabbing cheap email leads, but they're ignoring the single most important number, which is customer lifetime profit. In this episode, myself and Nor chat with Matthew Barnes, who's an earthquake engineer turned e-commerce conversion scientist, and he explains why traditional AB testing and basic conversion rate optimization are completely backwards. He built a testing and intelligence platform that connects your Shopify data, your meta ad touch points, and your Clavio data to prove which customers actually generate profit and which ones you're acquiring at a loss. So, if you run an e-commerce brand and you want to optimize your store like an engineer, don't miss this one. That link is in the show notes. All right, let's take a look at some interesting stats. And this one's a fresh piece of market maze research on AI shopping assistants here in the US. So the headline is that AI is winning discovery, but checkout is fragmenting. Almost all these assistants now show you product cards, reviews, prices, ratings, the whole presentation layer is there. But when it comes to actually buying inside the chat, they're all over the map. Chat GBT still doesn't do in chat checkout while Google, Copilot, Amazon's Rufus, and Perplexity all do. The other thing that jumps out at me is just how far ahead Amazon's Rufus and Alexa are on the full package. Checkout, loyalty, and Prime context, price tracking with alerts and sponsored placements. They check every single box. Perplexity is the most bare bones at launch. No loyalty linking, no price tracking, no ads. If you want to see more, I've got the full graphic in the written version of today's episode. Now, here's one for anybody who cares about pitching and standing out because your biggest competitive edge isn't AI, it's you. If you were at Ecom Mastery AI featuring BDSS in Nashville back in April, you probably remember McKenna Riley's keyning out when everyone's automating everything and why Real Connection is the one thing AI just can't replicate. Well, McKenna and her mom and and business partner Forbes Riley just launched a brand new book called Pitch Secrets A to Z. It's a fast, practical guide to communicating with confidence, growing your influence and and connecting in a way that actually moves people and moves product. If you don't know Forbes, she's got 30 plus years on TV, over $2.5 billion in product sales, and a whole career spent making entrepreneurs and brand owners unforgettable on camera, on stage, and in the boardroom. So, when she talks about pitching, sellers listen. Because in this noisy AI world, your story, your energy, and your ability to connect are still the hardest things to copy. Next up, let me tell you about today's software tool of the day. And this one puts Google's AI search engine right inside your Shopify store. So, if you run a Shopify store, here's a stat that should stop your scroll. Shoppers who use search convert at way higher rates than people who just browse. And yet, most Shopify search bars are dumb keyword matchers that return junk the second someone misspells a word or searches by intent. So the exact title, but there's a tool called Nstrata that fixes that. It drops Google Cloud's AI Commerce Search, which is the same discovery technology behind some of the biggest retailers on the planet, right into your Shopify store. No replatforming, no dev team, no code changes. It installs under 30 minutes and it's fully managed. So instead of matching strings, it actually understands what the shopper means. Synonyms, misspellings, natural language queries, they all return relevant results. Kodapaxi reported a 45% higher conversion rate from search after they switched. On top of that, your collection pages get resorted automatically to surface the products most likely to convert. You get personalized recommendations trained on your store's own data. And it's fast. We're talking 200 millisecond response times and less and a 99.95% uptime, plus infrastructure already proven across more than a billion searches. So, if search on your store still feels like it's from 2015, this is about the closest thing to hiring Google's search team for a monthly subscription. You can check it out at nimstrada.com. And there's a link in the show notes. Now, here's a change out of Amazon that I think a lot of you are going to want to hear about cuz Amazon's finally going to let you see every ad that earns a sale. So, for years now, Amazon's ad reporting has basically been playing favorites. It hands 100% of the sales credit to whichever ad got that last click right before checkout. And every campaign that warm the shopper up along the way, zero credit. Which means a lot of you have been cutting so-called underperforming campaigns that were actually doing the heavy lifting. Well, that's about to change. Amazon just rolled out a new attribution toggle in the sponsored products reporting console and uh it lets you view multi-touch attribution right next to that old last click model. So now the sales credit gets shared across every ad that influenced the purchase, not just the final tap. Finally, you'll see the full funnel. Which campaigns drive awareness? which drive consideration and which ones close the deal and your broad and upperfunnel keywords stop looking like dead weight because they'll get credit for all the assists they've been quietly racking up. So, this is the closest Amazon has come to showing you how shoppers actually convert and so just who got the last click. So, toggle it on, compare it against your last click data, and then think twice before you pause that broad campaign cuz it just might be the reason your exact match turns are printing. Before I wrap up, here are a few more hot picks for you. First, Tik Tok shop sellers are facing a new shipment seizure risk. Second, Reddit is now blocking 23 million daily spam views from AI bot manipulation. Third, sellers are scrambling as Amazon's AI changes buy box influence. And fourth, there's Amazon's leaked Moonraaker project to make Alexa more agentic. You can find the links to all these articles in our written newsletter at billiondollarcellers.com. And here's your parting shot for today from Maya Angelou. She said, "You may encounter many defeats, but you must not be defeated. And in fact, it may be necessary to encounter the defeats so you can know who you are, what you can rise from, and how you can still come out of it." And remember that Stump Bezos question I asked you at the beginning. Well, Chad GPT is down to 52.7% market share. A year ago, it held over 76% and now it's barely above half. That is a fast fall, and Gemini and Claude are eating that share up. That's all for today, folks. Have a great weekend and I'll see you again on Monday. This is Kevin King signing off from the Billion Dollar Sellers podcast.