Introduction
The new Amazon AI tool, Amazon COSMO, is about to change things up for the Amazon seller in a huge way. The latest AI tool in Amazon’s arsenal is transforming how customers discover products. Used to be, keywords drove search results. But with this brand new user-centric commonsense knowledge AI technology (what a mouthful!), the Amazon algorithm will present products to customers based on a different set of metrics altogether.
This article will uncover the latest news on COSMO, Amazon’s latest AI tool, and understand its impact on Amazon’s search. It’ll outline the differences between Amazon COSMO and the A9 algorithm, and underscore methods you can implement in your Amazon listing to improve search, cater to this new AI, and optimize your listings for COSMO.
To be fair, Amazon COSMO hasn’t been deployed across all platforms yet, but it has been tested across 10% of US traffic, where it demonstrated positive results. Results showed a 0.7% increase in product sales and an 8% rise in navigation engagement, according to this video by Amazing.com. The AI algorithm is actively being integrated and tested in specific applications to improve search intent and relevance. Although it’s still in the early stages of integration, it shows real-world testing success, which means full deployment is anticipated in the near future.
Might as well get ready for Amazon’s new AI.
Speaking of AI, Amazon’s new chatbot, Rufus, which is the front end of Amazon COSMO’s back end, has already been rolled out to many markets. Make sure your Amazon listings are primed for search and discoverability.
1. What is Amazon COSMO?
Let’s start with definitions. What exactly is Amazon COSMO?
COSMO stands for Common Sense Knowledge Search, which is powered by Large Language Model technology (LLMs). The new COSMO Ai search prioritizes intent-based search – so, customer user intentions – over traditional keyword matching. COSMO infers product relevance by analyzing data from reviews, Q&A sections, and real world use cases. Then it presents matching product recommendations to the customer.
For example, a search for comfortable shoes for pregnancy will display shoes that fulfill the need, even if the exact phrase doesn’t show up in the listing.
In depth information on the new algorithm can be read in this white paper from Amazon Science.
2. Why Amazon COSMO Matters for E-Commerce Sellers
It’s interesting – and a little unsettling – how this new AI tool is based on common sense knowledge generation, because we’ve clearly entered an era where machines have common sense (of a sort).
That said – Amazon COSMO focuses on connecting products to customer needs, not just matching search terms. eCommerce listings can still rank if they align with, and understand customer intent.
Let’s understand this a little better.
Amazon COSMO improves search relevance by focusing on intent-based matching, rather than simple keyword matching. So, rather than mining a listing for “ergonomic chairs for home offices” as a long-tail keyword, the Amazon COSMO system will identify chairs with features like lumbar support, even if those exact words aren’t in the listing. That’s some high-level common-sense knowledge, right there.
As a result, Amazon COSMO enhances the shopping experience by surfacing relevant products that match a shopper’s intent. COSMO enhances search relevance by eliminating irrelevant results, helping customers find the right products, faster. Additionally, by connecting intent with context – like specific use cases (lunch boxes for kindergarteners) or seasons (sweaters for autumn) – Amazon COSMO personalizes the shopping journey, making it way more intuitive and satisfying for customers, vs. traditional search engines.
Also, Amazon COSMO is a scalable system that’s constantly growing. It uses Large Language Models (LLMs) to process and analyze mountains of real-time data. COSMO continuously learns from customer searches, click behavior, purchase patterns, reviews, and questions. This is how Amazon COSMO is able to identify emerging trends, preferences, and product associations. Amazon COSMO interprets this data and matches it to customer queries, ensuring that the system becomes smarter and more accurate over time.
We’re looking at the future of AI right here.
Here’s an example taken from the Carbon 6 blog: If a customer searches for “shoes for pregnant women,” COSMO uses its contextual awareness to recognize that comfort and safety—like slip-resistant features—are priorities for pregnant women, and it recommends products that meet those needs. The customer might not explicitly request slip-resistant shoes, but COSMO, with its deeper understanding, will suggest them anyway.
A little uncanny? Maybe. But undeniably useful.
For Amazon sellers, this means product messaging should be crafted with this deeper, intent-driven understanding in mind.
3. How Amazon COSMO Works to Understand Products
COSMO uses 15 key relations to understand products and their relevance to customers. These relations are divided into 12 product-focused relations and 3 customer-focused relations.
Product-Focused Relations (12)
- What is your product?
- Defines the category or identity of the product (e.g., a lunchbox, a fitness tracker).
- What is your product used for?
- Describes the primary function (e.g., drying hair, peeling potatoes).
- What else can your product be used for?
- Highlights alternative uses (e.g., a watch as a fitness tracker).
- What is your product capable of?
- Details unique features or capabilities (e.g., drilling through metal, supporting arches).
- What events can your product be used for?
- Lists contexts or occasions (e.g., picnics, concerts, formal events).
- What audience uses your product?
- Identifies typical users (e.g., daycare workers, professional chefs).
- What is your product used to do?
- Explains the outcome it helps achieve (e.g., build fences, clean windows).
- Where is your product used?
- Specifies the environment (e.g., kitchen, car, outdoors).
- What season or time is your product used for?
- Indicates seasonal or temporal relevance (e.g., winter nights, rainy days).
- What part of the body does it involve?
- Clarifies physical application (e.g., skin, hair, feet).
- What else is your product used with?
- Suggests complementary items (e.g., coffee with mugs, shoes with socks).
- Who uses your product?
- Broadens to include general user demographics (e.g., pet owners, parents).
Customer-Focused Relations (3)
- Who is your customer?
- Pinpoints the customer persona (e.g., college student, pregnant woman).
- What are your customers interested in?
- Reflects hobbies or needs (e.g., herbal medicine, outdoor adventures).
- What does your ideal customer want to achieve?
- Defines the goals of the customer (e.g., stay fit, play tennis).
By answering these 15 relations and incorporating the insights into product listings, Amazon sellers can better align with customer needs and improve search relevance under COSMO’s intent-based search model.
While we’re on the topic of SEO, check out our Comprehensive Guide to eCommerce SEO Best Practices.
4. How to Optimize Listings for the Amazon COSMO Algorithm
Folks, search navigation is changing big time with this new large-scale e-commerce common sense knowledge generation and serving system. Amazon’s search algorithm is going to move away from keyword-rich listings, where customers know the words for the products they’re looking for in a sort of middle-of-funnel sales approach, and into something way more intuitive and intent-focused, which should attract top-of-funnel customers that have a vague idea of what they need.
It’s time to get ready for the Amazon COSMO revolution by adapting their product detail pages accordingly:
- Tell the Full Story:
- Highlight functions, use cases, and target audiences.
- Example: “Great for late-night study sessions” for desk lamps.
- Leverage Images:
- Show products in real-world scenarios (e.g., blankets at winter picnics and cozy living rooms).
- Even if COSMO supposedly does not mine data from images, Rufus does, and that handy little chatbot can help your product get found.
- Use Customer Feedback:
- Incorporate insights from reviews and Q&A to identify unexpected use cases. Incorporate this knowledge into your listings.
- Focus on Clear, Natural Language:
- Avoid keyword stuffing; write listings that speak to customers’ needs.
To keep it quick, here’s a helpful table to identify the difference between Amazon COSMO and the A9 algorithm:
| Aspect | Traditional Search | COSMO |
|---|---|---|
| Focus | Keyword matching | Intent & context |
| Optimization | Keyword stuffing | Descriptive storytelling |
| Discovery | Limited by keywords | Intent-driven results |
If you’ve already implemented sound copywriting and storytelling in your product detail pages, then you should be safe. Just be sure to focus on the benefits of product attributes, rather than just the attributes themselves; people buy on a basis of emotion rather than logic. Employ creative copywriting to weave a story around your product and how it can help the customer, and really put your back into making your listing shine. If customers understand your copywriting, you can rest assured that Amazon COSMO will, too.
Rufus and Cosmo: Game Changers for the Shopping Experience
Amazon COSMO represents a paradigm shift in how products are discovered and recommended on the platform. As one of the most advanced AI technologies to date, and 100% developed by Amazon itself, its focus on intent-based search over keyword matching means that sellers need to rethink their approach to product listings, prioritizing customer needs, use cases, and storytelling over rigid keyword strategies.
Although Amazon COSMO hasn’t rolled out in full yet, with no date for its deployment, testing shows positive results, meaning implementation should be right around the corner. We can expect Amazon to present COSMO to its customers pretty soon, especially if it continues to align with Amazon’s hope to stay fully customer-centric. One thing’s for sure – with Amazon COSMO about to be implemented, Amazon organic search will change pretty dramatically.
To stay updated on Amazon COSMO and other important news across various e-commerce platforms, follow YLT Translations and Jana Krekic on LinkedIn. The expertise and insights shown through regular posts, blogs, and videos can help you navigate changes and thrive as an e-Commerce entrepreneur.