Optimizing for COSMO and AI powered Amazon Search: Vanessa Hung on the New Frontier Podcast

Vanessa joins Max to discuss Amazon's major changes in e-commerce with AI and language models that shift the focus from keywords to audience intent and context. They discuss how sellers must adapt by optimizing product listings with relevant attributes, target audiences, and AI tools like Amazon Comprehend. While disruptive, these changes present opportunities for new sellers to gain relevance by embracing audience-centric, adaptable strategies

The e-commerce landscape is rapidly evolving, and Amazon is leading the charge with its AI-driven innovations. In a recent episode of the New Frontier Podcast, industry expert Vanessa Hung shared her insights on the impending changes and how sellers can adapt to thrive in this new era. Watch the full episode here.

The Era of AI and Language Models

One of the most significant shifts on the horizon is Amazon's move away from traditional keyword-based ranking towards language models and audience-centric algorithms. The new system, known as Cosmo, aims to prioritize products based on customer intent, demographics, and usage contexts rather than just keyword relevance.

This paradigm shift represents a seismic disruption for sellers accustomed to traditional listing optimization techniques. Vanessa emphasizes the importance of injecting context into product listings by adding relevant attributes, target audiences, and use cases. However, she acknowledges the limitations of the current system, highlighting the need for sellers to leverage tools like Amazon Comprehend to enhance their listings' visibility.

The Rise of AI-Powered Shopping Experiences

Amazon's AI personal shopper, Rufus, is set to revolutionize the online shopping experience by providing personalized recommendations based on customer interactions and past behaviors. This shift will significantly impact how products are ranked and displayed, moving away from organic rankings towards a more tailored approach.

Vanessa also discusses Amazon's transition from a Pay-Per-Click (PPC) advertising model to a Demand-Side Platform (DSP) model, which provides more insights into audience demographics and intentions. This change aligns with Amazon's partnership with larger social platforms for direct advertising, further emphasizing the importance of audience-centric strategies.

Adapting to the New Paradigm

While these changes may be disruptive for established sellers, Vanessa sees them as an opportunity for new sellers to gain relevance and reach diverse audiences. She encourages sellers to embrace adaptability and stay updated with the latest trends and best practices.

One practical step Vanessa recommends is downloading category listing reports to serve as a reference when creating new listings using Amazon's AI-powered listing creator. However, she cautions against relying too heavily on the AI's suggestions for dimensions and weight, and instead advises focusing on important features and product descriptions.

Other steps including utilizing tools such as Ecomtent to Optimize product listings for COSMO. Get your free to see how your ASINs will rank on COSMO at www.amazoncosmoaudit.site.


As Amazon continues to push the boundaries of e-commerce with its AI-driven innovations, sellers must be prepared to adapt and evolve their strategies. By embracing audience-centric approaches, leveraging AI tools like Amazon Comprehend, and staying agile in the face of change, sellers can position themselves for success in this new era of intelligent online shopping experiences.

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