Azoma tracks three things in Alexa for Shopping: your share of voice, how your products rank against competitors, and what shoppers are asking about your brand. It also optimizes your product detail page (PDP) content and product data against the signals that influence Alexa for Shopping's recommendations.
What is Alexa for Shopping?
Alexa for Shopping is Amazon's AI shopping assistant. Amazon renamed Rufus to Alexa for Shopping on 13 May 2026, bringing Rufus and Alexa+ together into a single AI shopping experience.
What does Azoma track in Alexa for Shopping?
- Share of Voice: the percentage of brand mentions in Alexa for Shopping's answers that belong to your brand, compared with your tracked competitors.
- Product AI Rank: where your products rank in Alexa for Shopping's recommendations, and how often they're recommended.
- Citations: the sources Alexa for Shopping draws on when it recommends products in your category.
- Shopper questions: the prompts shoppers ask about your brand and category, in Azoma’s Prompts Explorer and Conversation Explorer.
Which sources does Alexa for Shopping cite?
Alexa for Shopping relies heavily on earned media and affiliate content. In Azoma’s analysis of 38 million citations, earned media made up 48.0% and affiliate content 39.6% of Alexa for Shopping’s citations in September 2026. Together they made up 87.6% in every month from July to September 2026, while brand-operated sites and retailer sources each stayed under 2%.
How does Azoma improve visibility in Alexa for Shopping?
Azoma's Product Listings module optimizes your PDP content so Alexa for Shopping can understand and recommend your products, then publishes the optimized listings to Amazon. Your Agentic Shelf Score for Amazon shows how ready each product is, with recommended actions for your lowest-scoring SKUs.
How does Azoma connect to Amazon?
Azoma imports your listings from Amazon Seller Central across all marketplace regions.
What results have brands seen?
Sim Mahon, an 8-figure Amazon brand portfolio owner whose brands include Yogii and Deer & Oak, reports that Azoma increased his share of mentions from Amazon's AI shopping assistant by 5x on average across his portfolio. The listing content Azoma generated increased conversion by 32% in Amazon split-testing.