In 2025, Amazon made its direction unmistakable with the release of Prompts. RUFUS does not work like A9 ever did. It does not rely on keyword matching. It reasons. It evaluates semantics, price, purchase history, context, and shopper intent before deciding what to surface.
This marks the real shift. The old system rewarded keyword coverage and bid pressure. The new system rewards understanding. Shoppers are no longer typing fragmented queries. They are having conversations, and Amazon is responding with products that best fit the full request.
From Keywords to Conversations
At PPC Ninja, we see Amazon Advertising moving from keywords to conversations. Keyword strategy still exists, but it is no longer the control center. Listings, images, pricing, and historical performance now work together as one signal set that advertising amplifies rather than fixes.
We help brands design for this reality. Hundreds of brands supported. Hundreds of launches guided. Over 700 images optimized for AI-driven discovery. PPC Ninja builds systems that align ads, creatives, and listings so brands stay visible as Amazon rewires how shopping works.
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