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The Third Shelf: How Amazon's AI Assistant Is Rewriting Product Discovery

  • Date
    Tue 21 Jul 2026
  • PDT
    14:00
  • CDT
    16:00
  • EDT
    17:00
  • AEST
    07:00 July 22

Amazon has a third shelf.

 

Most brands optimise for two: organic rank and paid ads. A third shelf now shapes what shoppers discover Amazon's AI shopping assistant, Alexa for Shopping, built on the Rufus engine, Amazon says helped 300M+ customers in 2025. Almost nobody can tell you the rules it plays by.

Join us live with Christian Umbach, Co-Founder & CEO of Autopilot, for a live Marketplace Masters session to open up one of the first large-scale studies of Amazon's AI assistant - and whether it's recommending your products or someone else's.

What we'll cover

01

The third shelf - why AI recommendations are a separate surface

02

Inside the study - how do you measure what an AI assistant recommends?

03

Does the AI pick the same products your SEO and ads are built around?

04

Can you buy your way into an AI recommendation?

05

What actually influences whether the assistant picks your product

06

Where the shift is already biggest - and what brands should do first

Included

Live with extensive audience Q&A

bring the AI-discovery questions you can't get straight answers to anywhere else.

Included

Register now

Can't make it live? Register anyway - the recording is sent to all registrants.

Hosts

2 Speakers

  • Christian Umbach
    Christian Umbach
    Co-Founder/CEO Autopilot
  • Paul Sonneveld
    Paul Sonneveld
    Co-Founder/CEO MerchantSpring

Register for Webinar

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