#504 – 2026 Amazon Listing Creation Blueprint
Audio version above. Video version below
What does it take to build a high-performing Amazon listing in 2026? In this episode, Bradley Sutton breaks down the new gold standard for listing optimization and explains why sellers can no longer rely on keyword stuffing or traditional SEO alone. Today’s best listings need to balance keyword indexing, conversion-focused copy, and AI-ready content that works for tools like Amazon Rufus.
Bradley walks through the full listing optimization process using a real product example, showing how sellers can pull keyword intelligence from multiple sources like Cerebro, historical keyword trends, Amazon’s Search Query Performance, and Amazon Brand Analytics. He explains why this layered approach gives Amazon sellers a much more complete view of what actually drives visibility and sales. For Helium 10 users, the biggest breakthrough is that the new Listing Builder can now combine this process into an 8-in-1 keyword research workflow, turning what used to take hours into something that can be done in seconds.
The episode also highlights how Helium 10’s Listing Builder goes beyond keyword collection. With new AI features, sellers can analyze product images, customize brand voice, use competitor ASINs for style inspiration, prioritize must-win keywords, and generate listings designed for both Amazon search and AI-assisted shopping. Bradley and Andrew also show how Rufus optimization helps sellers answer shopper questions directly inside the listing, including use cases and objections that may never appear in standard keyword research.
If you sell on Amazon and use Helium 10, this episode is a must-watch. It shows how to create listings that are built for the real online shopping environment of 2026, where success means ranking in search, converting shoppers, and giving Amazon AI the context it needs to help close the sale.
In episode 504 of the AM/PM Podcast, Bradley and Andrew discuss:
- 00:00 – Introduction
- 01:20 – Why Listing Optimization Must Balance SEO and AI
- 05:02 – Using Xray & Cerebro to Find Core Competitor Keywords
- 09:23 – Why You Must Exclude Variations in Keyword Research
- 10:18 – Using Historical Keyword Data to Find Past Winners
- 12:05 – Search Query Performance and the Keywords That Actually Drove Sales
- 15:18 – Using Brand Analytics to Validate Competitor Converting Keywords
- 17:45 – Helium 10 Listing Builder’s 8-in-1 Keyword Research Workflow
- 24:02 – Why Modern Listings Need SEO, GEO, and Rufus Optimization
- 32:53 – AI Image Analysis, Brand Voice, and 10-Bullet Listing Strategy
- 37:36 – Enhance With Rufus: Answering Shopper Questions Inside Your Listing
- 40:00 – Generating the Listing and Prioritizing Top Keywords Automatically
- 44:18 – Why Rufus Optimization Matters for Conversion in 2026
Transcript
Bradley Sutton:
What is the new gold standard for optimizing listings in 2026 for keywords and Amazon’s AI like Rufus? Today, we’re showing you how to do in seconds what would normally take hours. Hello everybody and welcome to the AM PM podcast. My name is Bradley Sutton and I’ll be your host. And this is the show where we discuss all things Amazon, TikTok shop and Walmart private label and how to generate recurring revenue streams 24 hours a day during the AM and the PM, hence the name of the show. Get it? AM/PM podcast. And as a matter of fact, last week I spoke at a conference in Brooklyn, New York where I used to live and I went to my favorite pizza place, Giuliana’s Pizza next to the Brooklyn Bridge. And while I was chowing down without a care in the world, I was still making money. How cool is that? Pretty cool, I think.
Bradley Sutton:
Today is our AIM, AI Monthly, a monthly show we do here on the AM/PM podcast that is AI related. And we have a special one this month. It’s all about listings. What should you do for listings? All right, is it just about keyword stuffing or should you just optimize for AIs like Rufus or is it maybe a mixture of both? Spoiler alert, it’s a mixture of both. And we’re gonna talk today about exactly how to do that. Let’s hop into this workshop.
Bradley Sutton:
Hello everybody and welcome to this listing workshop. You’re gonna get value in this because we’re gonna talk about whether you use Helium 10 or not, what should you be thinking about when you make a listing, all right? And so I’m gonna be talking about strategies. So regardless of what plan you have, whether you have Helium 10 or not, you guys are gonna get some value out of this because here’s the thing guys, in 2026, as anybody who’s been selling on Amazon for years, it’s different what makes a good listing. I do this workshop once, twice a year, every time there’s something new. Not because like I missed something before, it’s just because the requirements for Amazon or what makes a good listing changes.
Bradley Sutton:
Three years ago, there was no such thing as Amazon Rufus. Four years ago, there was no such thing as Search Query Performance as a data point that Amazon gives. Seven years ago, there was no such thing as Brand Analytics. Five years ago, there was no such thing in Helium 10 as Historical Cerebo Searches. So there’s always new things that are new data points that we can use and there’s different ways of how the Amazon algorithm works, right?
Bradley Sutton:
And so it’s important to always keep our kind of like knowledge about what makes a good listing kind of fresh and that’s what we’re gonna be talking about today and here’s the thing. The main focus that we’re gonna talk about today is how you have to have a holistic view of Amazon which has always been the case but holistic five years ago meant that hey, optimize for the Amazon algorithm, the SEO, right? But optimize for the customer as well, how the customer searches and how the customer interacts with a listing. It has never ever in the history of Amazon been good practice to just stuff your listing with keywords. I hope you guys don’t do that, all right? Of course, Helium 10, you can get great keywords but we have never ever once in the history of Helium 10 just said, just throw as many keywords as you want in the listing, no.
Bradley Sutton:
It’s always had to be balanced with how the customer interacts with the listing, what the customer is feeling. You know, we’ve always talked about looking at the reviews, right? Hey, don’t just think about the keywords, look at the reviews. What are customers complaining about others’ products or what are customers saying this is how they use the product, right? Integrate that into your listing, has nothing to do with keywords, right? That’s always been the case.
Bradley Sutton:
Now, it’s still the same way but what’s an added way of how customers can like get summaries of listings? Well, that’s with AI. And so that’s why nowadays in 2026, you also have to be mindful of optimizing for that customer experience by making sure you’re optimized for whatever AI is being used, right?
Bradley Sutton:
And so that’s something that we didn’t have to worry about three years ago but it’s not as much of a change, right? Because again, what is AI designed to do? AI is designed to take what customers are already doing or people are already doing and make it an easier, simpler, faster, right? So the concept is still the same but now you just have a little bit easier way to try and optimize for it. So I’m gonna show you how fast you can make a listing now doing all these steps.
Bradley Sutton:
So let’s talk about the keyword side. What are the steps that you have to do to have the right keywords in a listing? All right, the product we’re gonna do is a bat-shaped Batman. This is a product that Helium 10 already has but what would it take to redo the listing? In other words, all right? So let me share my screen here. I’m gonna show you guys the exact product that we’re working with here. I just searched it up here on Amazon. All right, so I just searched here bat-bathmat and by the way, guys, if you wanna know how Amazon is trying to force AI down your throats, look at this. I did not do anything in Rufus here.
Bradley Sutton:
I just typed bat-bathmat in the search and Amazon is showing me Rufus over here on the left-hand side. But anyways, this actually is our product right here. So there are bat-bathmats not like a big time seller or anything but there’s not that many bat-bathmats out there. So what would you guys do to get the main keywords? Well, the main thing that you might do is you might run Cerebro first, right? Run X-Ray first and then run Cerebro from X-Ray. You wanna see like, all right, what are the main sellers and then what are their main keywords? And there’s a few ways you can do that. I could have copied and pasted these ASINs directly into Cerebro or I can do it directly from X-Ray here.
Bradley Sutton:
So if this is your own product, guys, and this is what you should do. You select your ASIN first, okay? Right here, we select this, okay? And now we want to select some of the top sellers of exact bat-bathmats. Now I’m not gonna put this coffin bathmat in there because I don’t care what keywords bring sales. Yes, this person is advertised on my page but I don’t see them as a direct competitor. I want to just copy the other bat-shaped bathmats, all right? So let’s go ahead and do that. This one is a top seller. Look at this guy, selling 24 units. So we’ll go here. This guy is selling a hundred units. Here’s a spiderweb. I’m not gonna do them. Is this a bat shape? Nope, that’s not a bat shape bathmat. What else do we have here? Tons of sponsored ads.
Bradley Sutton:
Good grief, the sponsored ads on this page. As a matter of fact, I hope you guys know this but you can actually filter out these sponsored ads, all right? Just kind of filter out those sponsored ads because those things are out of control. And let’s do this again. Let’s select this. And now let’s select the other bat-bathmats here. Wow, I don’t know why this guy has two different SKUs. They’re the same thing. That’s interesting. I’ll just go ahead and do it. And this guy is selling 87 units. Good grief. There’s some good selling bat-bathmats. And then what do we do? We hit run Cerebro.
Bradley Sutton:
And now Cerebro is running here and it is going to compare my product versus the competitors. And then this is what allows me to see what the main keywords are. Like where are most of them ranking for on page one? Where are most of them advertising, all right? So here’s my product. It’s the first one that started. That’s why it’s important that I clicked it first. And now if I want to see the top keywords, I can just hit this one button right here, top keywords. And let’s see, here’s the top three keywords, all right? For this product. Matter of fact, I’m gonna take this down. Let’s go to 200 search volume and apply. And here, bat-bathrug, bat-bathmat, batrug, all right? So here’s my top keywords. The other thing I like to do is what are the opportunity keywords? Just one click right here. Let’s go to opportunity keywords. Opportunity keywords means where is only one or two of these products ranking for? And not everybody at the same time, all right? Because those have a little bit less competition, all right? So there’s another search I can do.
Bradley Sutton:
Another search I can do is, hey, where is just at least one of these competitors, okay, are ranked in the top 10? So one of these persons ranked in the top 10. So this is another search I can do. And oh my goodness, there’s like 163 keywords here, okay? So here’s another great list of keywords. Maybe I’ll be like, hey, where are they ranked in the top five. So I do number of organic competitors, minimum one. Competitor organic rank between one and five. And look at that, there are 75 keywords that are bringing sales to my competitors that I might wanna know about.
Bradley Sutton:
What’s another search I can do? Maybe I’m like, hey, where is maybe at least two of these competitors, all right, advertising like in the top six positions, the top six sponsored results? And look at that, here’s 27 keywords where two of these competitors are ranked, are showing up in the top. And now one thing I failed to do, guys, this is something I think a lot of you need to know about, hit this exclude variations button. Hit exclude variations and run the search again because did you guys notice how on some of these, let me show you here, on some of these products, they’re actually part of a variation. Let me see, like, look at this guy. This has 12 variations here. When you run Cerebro, it is getting keywords for all of these other products, okay? I only wanna see keywords for this exact bath mat.
Bradley Sutton:
So that’s what happens when there’s a variation listing. So just FYI, hit this exclude variations and run it again, and then the keyword list goes a little bit down, it’s a little bit more relevant, all right? So there’s four different ways within Cerebro to get keywords. So I would be building this list up, all right? All of those keywords are, you know, have different levels of relevancy, but they’re all loosely or tightly related. The other step you should do is look at the historical trends. Guess what, guys? A lot of these products probably did pretty good around Christmastime. Yeah, probably Christmastime too, but Halloween, right? Halloween, Christmas time, et cetera.
Bradley Sutton:
So what I would wanna do, like maybe I’ll take the bestseller here and let’s go to this guy or this guy’s the bestseller. And I’m looking back, actually, hold on, let me see. Who has a little bit longer history? Here’s somebody that has some history. This product here. Maybe I wanna see what was going on in May of 2025, all right? Maybe he was ranking for some other keywords. So I’m gonna use this historical trend. This is only available for Diamond members. Everything I showed you guys up until now was available for Platinum. Now we’re getting into some Diamond level stuff. So those of you who are Diamond Elite have this.
Bradley Sutton:
But this is a game changer, guys, because instead of just looking where they’re ranking at now, I’m going back and I’m saying, hey, let me take a time machine to its top month and let me see what were the top keywords then. This is especially good because now I can also see, hey, what if this is a product that’s out of stock right now.
Bradley Sutton:
Okay, what if this is a product that’s out of stock right now. Well, now I can take this time machine back and I can put an out-of-stock product where it’s not gonna show me any keywords in Cerebro, but I take this time machine and I go back to when it was in stock and getting sales. And now it’s like, oh, okay, this is where it was getting sales from. So this is like an exclusive feature that no other tool has. You can’t do this in Seller Central, you can’t do this in any other tool other than Helium 10, all right? So this is another thing about how to get keywords.
Bradley Sutton:
The next step for getting the right keywords for your listing is search query performance, all right? So let me go ahead and watch this. This is my product, right? So I am not doing this under the scenario of, I’m not doing this under the scenario of I’m making a new product. I’m doing this under the scenario of I’m just trying to see is my current listing, does it have all the right keywords, all right? So I would use a very similar process if I’m making a new listing, but this one is about how I’m doing an existing listing, all right?
Bradley Sutton:
So Search Query Analyzer, if I’ve been selling this for 12 months, which I think, I’m not sure if I’ve sold this product for 12 months, but we’re about to find out. I wanna know all the keywords that Amazon is telling me that I got sales from. Now, if you guys were doing this, here’s the part, everything else I just showed you guys that you can only do in Helium 10, here’s the part that you can do if you don’t have Helium 10.
Bradley Sutton:
In Search Puery performance, you go into Seller Central, you go to Search Query Performance, all right? And you can download 12 reports, all right? So you go to your product and go to the month and download it 12 months at a time and then combine all of them and you’re gonna get what I’m about to show you right here, all right? So even if you don’t have Helium 10, you’ve got to use this. Now, if you have Helium 10, instead of having to take two hours to download 12 reports, here’s what you do. You go in, select the month of and just select all of the last recent, like 11 months or 12 months, okay?
Bradley Sutton:
There, going all the way to last year. So I’m gonna do all of it at once and then select your bath mat product or your whatever, you know, that’s what I’m doing. Let me see, here it is right here, okay? And then hit apply filters. This is available for Diamond and Elite members. This by itself is almost worth it just to have Diamond without anything else I’m talking about today because it’s gonna save you two hours at a time, all right? So now it is doing all of those reports at once. All 12 of those months, I’m gonna see every single keyword that Amazon has shown me. All right.
Bradley Sutton:
And so let’s take a look here. I’m going to go ahead and do advanced settings and I’m gonna say my purchases greater than one, all right. So if you’re doing this in Seller Central, you just have to look at the column that says my purchases and do a little formula that says greater than one. And let’s see how many different keywords drove sales for this product. 103, 103 different keywords drove sales for this product. That is crazy, all right. So now I can actually see here, I can sort it by my purchases and I can see which were the keywords that brought me the most sales. This has nothing to do with Helium 10, guys. This is Amazon telling me this information. All right. Let’s take a look here. And look at this, bat bath mat, bat rub, goth bath mat. And let me scroll again to the right. Sorry about this, guys. Let’s go here.
Bradley Sutton:
There we go. Look at that. This one keyword brought me 22 sales. This keyword brought me 10 sales. Pretty much all of these, you can probably multiply by three or four. That’s like the total number. This is only showing you a portion of where the sales come from. All right? So this is another step. Now, here’s an interesting thing though. You cannot see where your competitors got sales from. You can kind of estimate using Cerebro. So the other step would be going into Blackbox Brand Analytics. Blackbox Brand Analytics. And you start putting in some of those competitor ASINs. So like, for example, let’s go ahead and find that. I can actually copy and paste all of them. I’m just gonna pull one of them in here. Let me just see it here. Click my competitor sponsored ads. Anyways, ABA top search terms. This again, you can do with Seller Central. This is called top search term under Brand Analytics. But you would have to download 26 weeks of reports. So this might take three hours or four hours to do and then combine it.
Bradley Sutton:
But I’m gonna show you how to do it in Helium 10. So, but again, do you need Helium 10 to do this? No, you don’t. It just takes forever to do it. All right? So I’m gonna take the weeks of, and I’m just gonna go back and I’m gonna say, all right, let me pick some recent weeks. You know what? This was a hot product during Halloween. Let me pick some weeks in Halloween. You know what? Let me go back to Halloween 2024. You know, was this selling really well then. Let me pick around Prime Day. You know, let’s see what was doing. Basically pick up to half a year worth, right? And then put in either one or all of your competitor ASINs. Okay? And then hit number of ASINs right here in Brand Analytics. Put inputted ASINs greater than 1%. What does this mean? This means show me any product where my competitor, or any product, I’m sorry, any keyword where my competitor was one of the top three clicked. Okay. And where they had at least 1% of the conversions. What does that mean?
Bradley Sutton:
That means that is Amazon saying, hey, this keyword brought sales. This is not a Helium 10 estimation or anything like that. This is literally Amazon saying, we are confirming this product for this keyword got sales. So let’s go ahead and hit apply filters. And look at that, we’ve got 17 keywords here. And I can actually see here, Batrug got them sales three different weeks. The other keywords, they got sales in different weeks. Gothic bathroom accessories, Gothic bathroom set. Anyways, that is the main things of how you should do your keywords, all right? I did about eight different sources right there on how to get the best keywords and probably you have some gargantuan lists right now. And so there’s gonna be some overlap, but that’s fine, all right. But now the point is, there is a way to do this guys, where you no longer have to worry about doing all those steps. And so this is where our new listing builder comes in, okay. So let’s go ahead and hop into listing builder and I’m going to add a listing. And this is what you guys wanna do with your own listing.
Bradley Sutton:
Those of you who’ve got the Diamond and Elite plan, you go to optimize your listing, all right? And then now select your listing from here. Bath, mat, okay. And let’s go ahead, I’m gonna do optimize this. All right, and now here is where some magic happens. Let’s go to add keywords for listing. Here’s my product. I’m going to put all of those competitor ASINs here, all right, so this is now the gold standard guys. So you can do all of those keyword research steps in one. So right here, you are going to go ahead and put the competitor ASIN. So let me just go ahead and paste those competitor ASINs here. By the way, if you don’t know who your competitors are, you can hit this get competitors button and it’ll show you some of who might be some of your top competitors. But I’m just gonna go ahead and paste all those other bath mats here. I like doing the ones that are closest in price and closest in function to my product. And then I like to hit this exclude variations button because again, I don’t, you know, if somebody is selling in the same listing bath mats and coffin bath mats and skull ones, I don’t wanna necessarily see those, okay. And now here we go. Look at this. I’m gonna select all. Remember that ABA converting keywords with conversion share over one for myself? I’m gonna go ahead and do that for 26 weeks right here. The ABA keywords that got sales for my competitors.
Bradley Sutton:
I’m gonna go back and look 26 weeks. I might go in here and change some of those weeks. Like if I wanna just like skip to like last year Halloween, I can go back five years guys of this data. Here, remember the search query performance thing that I just showed you guys? How I can find any keyword that Amazon said brought me sales? I’m gonna select that here for the last 12 months. I’m gonna go 12 months back and do it all. Matter of fact, I’m gonna take off February because I don’t think we have the data from February and I’m gonna do that here. Remember I said the top keywords? One, I’m gonna go ahead and put that minimum 200 and where the average competitor rank is between one and 40 and at least three competitors are ranking for it. Do you remember that opportunity keywords thing that I did? Here’s that right here. It’s gonna be selected right here. Let’s go ahead and do the top 10 for that. Remember that historical one I showed you? Let’s go ahead and knock that out. Let’s add that where I’m saying, hey, show me where in the last six months any of these keywords were ranking in the top five. Remember that one where I’m like, hey, show me where any one of these competitors is ranking in the top 10 positions?
Bradley Sutton:
Let’s go ahead and add that in here. Hey, remember the one I showed you where, hey, show me where any two sponsored or people are doing sponsored ads in the top five? I got that right here. Now, all of those things that just took me 25 minutes to explain to you guys, I am doing now in just one click, guys, and it’s gonna come out in like seconds here, probably like 20 seconds, where now I don’t have to wait and do all those things. I’m building a complete keyword bank here that has all of those keywords as well. This is not just for Elite. I saw margarita asset. This is for Diamond and above. Now, it found 500 or 1,000 keywords. That’s way too many keywords right there. So I’m gonna go back here. I’m actually gonna whittle that down a little bit. That’s kind of crazy. So let’s see. Let’s go with one competitor.
Bradley Sutton:
Let’s go minimum search volume 200 ranked within the top five here. Let’s go rank between the top four and let’s go 30 right here. And let’s go ahead and see if we can whittle that down a little bit. And I still have more than 1,000 keywords. So I got way too many keywords here. All right, so let’s go ahead. And how do I whittle this down? I want to like take the ones away that are not, that don’t have one of these, all right. So what I would do is I would take them, oh, I know what happened. Somebody put a whole bunch of keywords in my, I told you guys I’m doing this live. See, do you see how right here, this keyword dog toys and travel backpack, that’s not Helium 10 putting that in there. Somebody messed up my listing and they threw this into my keyword bank, unfortunately.
Bradley Sutton:
So I have to like delete those keywords. I should really just start this from scratch. But what I would do now is I would delete these, all right? I would delete these and make sure only the ones that have historical keywords are showing up in here, okay? So, but do you see how fast that was? Like, look at this. Hey, what are all the ones that showed me for historical top keywords? Look at this. Look at this keyword, bathroom rugs, bathroom rug, bath mats for bathroom. All of these had multiple ones where it showed up as keywords, okay? Even something that might have been, I thought might not be relevant here, black shower curtain, right? That showed up historical for one of the products, all right? So this is, guys, this is the power of doing Listing Builder right off the bat. So now what I’m gonna do off camera real quick is I’m going to remove some of these big keywords right here and I’m gonna show you the next step, all right, of what we are going to be talking about, which is taking the keywords, but then now how do we bring AI into things?
Bradley Sutton:
I’m gonna bring on Andrew now and he’s gonna talk about what has changed with how you optimize listings in a world where people might ask Rufus questions and where you wanna make sure that you’re optimized for AI search for people who use on and off Amazon AI search. So while I clean up these dog toy keywords, Andrew, go ahead and talk a little bit about that.
Andrew:
Awesome. Hey, everybody. Bradley took you through the painstaking work that is keyword research. I’ve optimized my fair share around 4,000, I think 126 products. There’s one time I counted them all up doing the deep keyword research, going through the Helium 10 workflows, been using Helium 10 at least the last six years. And I think what we wanna see is like with this AI listing builder is we know that creating a listing from scratch takes time, right? Anybody who’s ever done a listing, right? It takes time.
Andrew:
Deep keyword research is hard work. Balancing the narrative of product page with the integration of these high value keywords to show up in search and convert customers is fundamentally an art. And I believe human experts will always have the edge. With that being said, what if the time, hard work, and art you poured into your listings could be accelerated?
Andrew:
Less time, less hard work, and even more art. And if you’re familiar with like all the acronyms people come out with, GEO, AEO, SEO, or as the song goes, what? EIEIO, LinkedIn, newsletters, emails, bombarding us with another acronym every day stemming from this desperation for new language since we’re in a new world of discovery. Everyone feels the shift, so naturally we ask who’s right? Who do we believe? Who do we trust to provide us the new paradigm of what is search optimization?
Andrew:
The problem is if you optimize for only one of these, right? For SEO, for basic keywords, you overpay somewhere else. Keyword stuffing can raise short-term relevant signals while harming conversion and trust. And beautiful pros can convert well while failing to show up where it matters, right? You can have all this beautiful copy, but what does it matter if you don’t have the right keywords to show up in the first place? So a modern listing needs a truly balanced design between what we call SEO, Search Engine Optimization. We’re using that as a traditional sense, what in Amazon we call the A9 algorithm, and then optimizing for GEO, or what’s called generative engine optimization. And in Amazon terms, it means, okay, are we optimizing for Rufus as well?
Andrew:
Helium 10 stands at the forefront of keyword optimization. And I believe if you have a system that has keywords in AI search that both matter, building listings requires deep insight into search terms as well as narrative-driven and use case-based writing. And I believe the modern Amazon discovery that we have today is definitely, like I’ve said already, hybrid. It must signal the classical indexing systems, and it must communicate clearly to AI-driven shopping experiences that interpret intent.
Andrew:
This shift changes how listings should be built. And our AI listing builder not only writes faster, it also solves real problems. And so this next generation needs to plan, allocate, validate, then to write with discipline. And so I think there’s the core idea again of SEO, GEO, AEO, of triple optimization, supporting classic indexing, treating keyword placement as a strategy problem, not just a writing byproduct. Our AI will support semantic relevance. It’ll maintain coherent phrasing, natural language flow, consistent terminology across sections. It supports answer coverage by shaping content to the page anticipates shopper questions. Like we said, Rufus, I’m gonna show you how those features work. And I think, again, focusing on the fact that it’s not an either or world. We live in a both and world. It’s SEO and GEO, right? It’s A9 and Rufus.
Andrew:
It’s ranking for keywords and converting customers and showing up at Rufus. And I think that’s really, really important. So instead of asking, okay, what’s the feature of this? It’s more, okay, how does this provide a benefit? Let me give you an example. So like with the Victorian style mirror, the fact that it’s Victorian, sure that’s a, or the fact that it’s ornate gold is a feature, but the benefit is that it gives that Victorian aesthetic. It gives that vintage feel in a room. So sure, the feature it has is it’s ornate gold frame, but at the same time, that’s also a benefit to you where it gives that Victorian beauty to your home as an example. One thing too about this listing builder is we’ve actually, it’s up to 10 bullet points that the keyword strategy is implemented into.
Andrew:
And I can’t give like the exact specifics, but our agent that runs the Listing Builder is what, if you like fancy words, is multi-agent or multi-modal, which means it can handle images. So if you wanna upload an image or the current image that you have, it’ll actually analyze that image and automatically populate those attributes and everything inside a Listing Builder. And not only that, we have a competitor voice agent as well that will take your ASIN and, or any ASIN that you want of a competitor. You say, hey, I really like this competitor. They have a really cool way of writing. I kinda wanna copy that a little bit. And so you can put that in and it’ll bring the style of that voice from that listing competitor and put it into your, what’s cool, we’re gonna show you as a product card. And from there, you can also do Rufus optimization, right? And you can input an ASIN, your own ASIN. It’ll actually go scrape the Amazon. It’ll go to Amazon Marketplace, take the questions and actually answer the questions. So that way you’re answerable in Rufus.
Bradley Sutton:
Before we get there, let me show everybody else a quick, one quick way to just like star the keywords. Because when we’re talking about AI making the, making your listing, before we even get to the AI part, you have important keywords that you’re like, hey, these have to get in my listing because I know these are my most important keywords. And so the way to do that is right here. I rank this by CPS. CPS is competitor performance score, all right? And so I want to star the keywords. I’m like, you know what, under, I absolutely have to get it into my listing. I’m not gonna put Batman here. I’m actually gonna take that off because using Batman could get me into trouble. But all of my most important keywords that I know I have to get in the listing, I want to kind of like target them, okay? So that’s something that’s new because we all, you can only get like about 10, 15, 20 phrases in phrase form in your listing. And the rest are gonna be like, you just want to get the individual keywords into your listing.
Bradley Sutton:
So make sure to put what are your most important keywords, like Search Query Performance keywords. Hey, whatever had gotten me sales here, you definitely want to get into your listing, right? So let’s see, Search uery Performance. Let’s go ahead and look at my, there’s gonna be one where I’m gonna have the my purchases here and I can actually, or actually, wow, it’s already here. I didn’t even think this was gonna be here yet. SQP my purchases. I want to choose the ones that brought me the most sales. All right, so here’s goth bath mat, brought me sales. Look at eight sales. So I definitely want to have that keyword in there. Halloween bath mat, all right? Goth bathroom rug, bat shaped bath mat. So these keywords I definitely want to get. So one thing I’m not doing guys is I didn’t go in here and clean off some of my competitor keywords and other ones that you definitely want to take the time to do. But once you do that, you go to continue with all keywords.
Bradley Sutton:
Now I have all of those keywords here, all right? And now going to what Andrew was talking about here, by the way, if you’re wondering what are some of these scores that we have, the scoring system here is based on this long case study I did where I made hundreds of listings and I was just testing what forms of keywords have an indirect impact on SEO. Where you put the keyword in the listing, where does it have a bigger impact?
Bradley Sutton:
So we have a very complex scoring system that’s updated for 2026 where, hey, if I have this keyword in the title, it counts for this many points. If it’s in a bullet points, it counts for this many. If it’s not in phrase form, it counts for this many, et cetera. So this allows us to see how optimized for the algorithm we are. Now going to what Andrew said, it’s gonna pull in your image here. And if we just hit this analyze button, it can just look at this bat shaped bath mat and kind of like give you some points about what this product is, all right? So look at this, it says a soft black shaggy bath mat designed to provide a plush comfortable surface underfoot. Ideal for use outside the shower bathtub. Guys, this thing that Andrew created, it just got that just from this image by itself here.
Bradley Sutton:
All right, so this is kind of like amazing what we can do here with AI. And he said, remember how he said, you can pick how many bullet points you wanna have, okay? Well, maybe you want up to five bullet points. Category, you might wanna put the category here of what the product is, brand name. I’m gonna put Manny’s Mysterious Oddities. Whoops, can’t even spell mysterious.
Andrew:
I would point out too, Bradley, that this is meant to be for product image, inspiration of what you put in. You know your product better than anybody. This is to provide inspiration and more content, but you wanna fill in too of like, make sure your product is well, you know, make sure all the attributes are in there that you have, if you see stuff missing. So remember AI always makes mistakes, but this is meant to be as much, you know, to accelerate the process. And we’re even making iterations where we’re actually going to bring in those attributes too from the product page currently that you have. But this is especially helpful if you’re setting up a new product page, especially if you’re getting, you know, very minimal manufacturer details from the manufacturer, because they tend not to give you many details about the product.
Andrew:
And an image will help with that as well. And I would point out, if you go click on the five bullet points, Bradley, you can see it’s up to 10. This is very important because, you know, there’s a lot of listings as we saw and proven that if you have the ability to do up to 10 bullet points, Rufus actually indexes for up to the 10th bullet point to remember that. So you can get as much content in there as well. And it’s designed specifically for that.
Bradley Sutton:
Yep, and so that’s why, you know, like you can only get indexed for SEO up to like the first, the best chance is up to like the first thousand characters of bullet points. But you can actually, Rufus will read the entire listing and that includes extra bullet points. So just because you’re like, so a lot of people are like, oh, I’m never going to use those six and seven and eight bullet points because like those aren’t even indexed by the Amazon search, which is true. But you still might want to use it so you can get some more info for Amazon’s AIs. Now, a couple of things I want to point out in a real world, if this was your listing, don’t just rely on what the AI said, the images and popular. This is just to get you a start here.
Bradley Sutton:
But what you should be doing, you should be putting stuff like the dimensions of your product, all right? If are you looking at the reviews of your product and the competitors and got some like use cases, those are the kinds of things. Non-keywords guys goes into the key features and your description of the product where these are points about how people use the product. What are people’s pain points? What are some unique features? Stuff that nobody would search for.
Bradley Sutton:
You know, they aren’t keywords, but you still want to get in your listing. That’s the kind of stuff you put here. This is really cool. Brand voice. So here it just puts something in here. Hey, this is a clear modern and comfort with softness and ease. I could put here, I want a comical voice or I want a very serious educational voice, right? That’s like the voice. But something that Andrew made here, that’s pretty cool. Like let’s say there’s a listing out here that’s not even a bad bath mat, but like let’s say this. So let’s say we love this listing. Let’s just take a look at if it is a decent listing or not. Yeah, this is a decent listing, let’s just say. Let’s just say we love the vibe of this listing, my competitor listing. Not the words they use, but just like the tone of it. Watch what I can do guys. I’m gonna say, hey, you know what? Take this ASIN, okay? And I’m gonna change this to reference ASIN. So now what it is, let me delete that, put it here. Now it’s gonna take the vibe of this other ASIN.
Bradley Sutton:
Like maybe you’re in supplements and you’re just like, oh man, the goalie guys, the sports research guys, they just make the best listings. Like they’re so funny and quirky. What Andrew made here is I can put that as a reference ASIN where I’m like, hey, I wanna take the vibe, the structure of this listing here. Talk about this part right here, Andrew. This enhance with Rufus. When they select this, what is this doing?
Andrew:
Yeah, so what this is gonna do is it’s gonna take a certain, I have a method that’s used where it’ll go to the marketplace. It’ll take it, it’ll run it through a system and it’ll answer all the questions that aren’t there. It’ll handle the ones that wouldn’t make sense. And just to like confirm that you’re answerable for Rufus to have those questions. And we have several other stuff on the way at iterations where we’ll add even more ASINs so you can add competitor ASINs as well, where it’ll answer those questions as well of whatever competitor ASINs that you want. But yeah, it’s a really good, and remember that too in this AI workflow to optimize for Rufus, it’s already embedded within our pipeline to optimize for Rufus in terms of being indexable from the homepage.
Bradley Sutton:
There’s some methods that are used if you’re familiar with the work I’ve done on Rufus when it relates to feature and benefits and optimizing for intent that’s factored in. But remember, this is important to know of like, remember we’re optimizing for A9 keyword-based search and we’re optimizing for semantic search, an intent-based, right, Rufus, in other words. So it’s kind of twofold in that sense. But whether you select Rufus or not, it will optimize for Rufus, but this is to just ensure that the questions are answered.
Bradley Sutton:
For one, yeah, for one particular listing. So by default, your listing will show up here, but you can put your competitor one here and replace it and say, hey, I wanna make sure that whatever is coming up in Rufus here on this page, like look at these questions, is it machine washable? What is the rug made of? Can it be used on hardwood floors? Hey, I wanna make sure to the best of your ability, can we get these questions answered so that if somebody actually clicks on this, it’s gonna have an answer. Because sometimes some of these questions, there might not be an answer.
Bradley Sutton:
If a customer is using Rufus, it’s supposed to answer the question or at least try. We here, we got the listing and now we can just hit generate listing. And now what’s gonna happen, it’s gonna do all these things. It’s taking into consideration all these keywords that I have here on the left-hand side. It’s saying, hey, this guy starred these keywords. I’ve gotta make sure to have these as much as possible in phrase form. Hey, the competitor performance score, meaning more of these keywords or more of the products, the competitor products are all ranking highly for this. Those keywords, I’ve got to get in the listing. Now it’s taking the information we had in that AI section about the brand voice and about the different features of the listing.
Bradley Sutton:
Now it’s looking at the Rufus questions from there because we had activated that section. It’s doing all of this at once and it is now going to make a listing that we can start with. And I’m not one of those people who’s just like, hey, I’m just gonna hit this button once and boom, I’m gonna make 30 listings in one day and I’m not even gonna review it.
Bradley Sutton:
But this is something that is gonna do better than you could do in one minute, I guarantee you that. And especially those of us who have writer’s block or maybe English isn’t our first language, this is necessary to do. Or not even if English isn’t our first language, English is my first language, but if I’m making a listing in Amazon UK, I don’t understand an Amazon UK customer as well as I do.
Andrew:
And this is multilingual too, remember that. It’s not just, and it’s not translated text. This is big, we’ve actually tested this in Chinese and if Chinese is one of the hardest languages in the world, it’s not the hardest, I would argue. So you can be rest assured that it’s not translated, it’s native language. So it goes right along with those keywords from that language that you have.
Bradley Sutton:
All right, let’s see what it did. So now it made a new listing. I’m just gonna go ahead and like I said, I’m not gonna even edit it. I’m just gonna use the suggestions of everything that it gave me. And it’s replacing my old listing. New suggestion. And now let’s take a look at what happened here on the left-hand side. Guys, do you see how everything has aligned through it? All of my most important keywords, it got in phrase form on its first try. And let me just sort by the competitor performance score. Look at all these that it actually got. The top competitor ones, it got into my listing in phrase form. Let’s sort by search volume. A lot of the top ones, it got the top search keywords, all right? So it got 51 phrases.
Bradley Sutton:
Like I said, usually you can maybe only get 20 or 25 phrases in phrase form. It actually got 50 of my keyword phrases in phrase form somehow. What about my individual keywords? It got more than 50% of them, all right? Some of these ones that might be a little bit off, like yoga and stuff like that. It’ll take like most of these. Like in some iterations, we’ve had like up to 75% of the words done, but this is without even me doing anything. I mean, it’ll take me like one minute to just get a couple more of these keywords in here. But look at that.
Bradley Sutton:
Now, let me just type in, let me just type in something here. Do you remember, guys, right here, how there was a question in Rufus when it was working about does it work on hardwood floors? Take a look here. Can be used on hardwood floor. So if we put this listing in, is Rufus gonna be able to answer that? You better believe it.
Andrew:
And it gave reasoning and evidence behind it. So if you go back to that, what’s more important is it didn’t just answer it, it gave justification. Why? Because it includes non-slip backing to help it stay in place.
Bradley Sutton:
Machine washable. Let’s see if it got that one. Again, guys, we’re doing this live. I have no idea if this worked or not, but let’s just take a look if AI is making me look good here.
Andrew:
Additionally, this bath mat is machine washable.
Bradley Sutton:
Oh, there it is right there. Machine washable for easy care. So you see how I got the questions from Rufus in there? And this is just with one click without even me reviewing it, guys. So this is what you should do. Everybody with Diamond Elite now, this is how you guys should be kind of like analyzing. Is your listing optimized for Rufus? Is it optimized for, oh, let me just show one last thing here.
Andrew:
And Bradley, one thing to mention is those top keywords were used in the first 1,000 characters too. It wasn’t just stuff in the product description. Those top-starred ones were all used in the bullet points.
Bradley Sutton:
Exactly, exactly. So guys, the AI is smarter than us, whether we wanna admit it or not. And it can do stuff and think in ways that we can’t. Is it perfect? No, that’s why you still should have some human intervention and stuff. This is what you guys need to do, all right? In 2026, it’s not, I mean, it’s never been a matter of just keyword stuffing. But it’s not just a matter of, oh, what’s the best keywords that I think are relevant? No, you need to be looking at the historical keywords. You need to be looking at Search Query Performance. You need to be looking at brand analytics. Tie it all in.
Bradley Sutton:
And now at the same time, guys, you gotta be ready for a world where people are more and more going to be using AIs like Rufus in order to ask, what’s going on on this page? Is Rufus how people discover the product? No, the data clearly shows that the majority of people are still discovering products through the search bar. And that’s gonna be an easy thing to guide how that shifts to AI because of data points like search query performance that Amazon shows where it shows you, hey, how many people are actually typing these things into the search bar? You’ll see if it goes down over time. Right now, it’s not going down.
Bradley Sutton:
But what we do know is that the use of Rufus is going up, right? So it’s not something that, oh, everybody’s just mainly using search. I don’t even need to think about Rufus. It’s not even important. No, guys, there’s people using Rufus, especially when they get to the product page. I was just on, I’m buying something for my trip to Japan and I was, I forgot what it was. It was, oh yeah, yeah. Anybody know, nobody noticed how much weight I’ve been losing? I’m doing those like injection things. And so these injection things, you have to keep it cool when you, it needs to be refrigerated, right? So I need to take this to Japan. I’m like, oh man, I want to stay skinny in Japan too.
Bradley Sutton:
So I need to buy something that can keep it cool on a plane. And so I did a search for a keyword. What’s the keyword I searched for? I forgot what I chose, like travel, travel injection pen cooler or something like that, right? But then I got to the actual product page. I’m like, oh man, this thing looks a little bit big. I’m not sure if this is TSA approved. And so what did I do? I went right into Rufus.
Bradley Sutton:
I was like, hey, is this TSA approved for a carry on, right? And so it answered me and that’s what made me buy the product, all right? So guess what guys, that’s not a keyword. Maybe TSA approved could be a keyword. So maybe this is not a great example, but there’s many occasions where that’s not a keyword. Like remember this bat shaped bath mat? Hardwood floors is not a keyword. That never came up in our search performance. Nobody searches hardwood floors, right?
Bradley Sutton:
But if I hit that Rufus button and said, hey, does this work on hardwood floors? If I didn’t optimize for that Rufus prompt, I might’ve lost that sale guys, because I didn’t have that. And so that’s why it’s important. If that product or that cooler I just bought, if they didn’t say it’s TSA approved in there, because I went there on Rufus, that seller could have lost a sale. So this is super important guys, balance AI with Helium 10’s keyword data. If you guys want to use this and try it, all right?
Bradley Sutton:
Let me hook you up with a deal for those who don’t have Helium 10 Diamond plan right now. I think you guys can see it’s definitely worth it. Out of all the things in Diamond, like just this listing builder by itself is probably worth it. So let’s throw up the coupon code on h10.me forward slash listing training, h10.me/listing training. How you guys, let me show you how that page looks. So this is anybody in a Platinum Plan or a Starter Plan or a Free Plan, you go to this page and then this is 30% off up to six months. This is not like, oh my God, I’m going to be locked into six months, all right? 30% off six months, all right? So you can just like, don’t tell the sales team I told you this, but let’s say you only have four listings and you think this is all you need.
Bradley Sutton:
Well, just you can cancel after one month and you only paid one month for it. But I would recommend sticking with Diamond. Andrew’s been on the Diamond plan as a Helium 10 customer for years himself, but 30% off up to six months you get on the Diamond. Or if you’re like, hey, you had me at hello, like I know I’m going to need this for the rest of my life, like Andrew does, you can go on the annual plan and actually save $2,000 off of what you would pay monthly. All right, so just hit one of these buttons. Once you hit this button, make sure you’re logged on.
Bradley Sutton:
Like there’ll be a log on button and then that’s what’s going to apply the coupon to you and then you check out there, all right? So hit this. If you do this, there’ll be some extra bonuses. We’re going to give you like, I’ll hook you up with my sourcing agent in China. So you can just, you know, use whoever gets me all my bath mats and all my other products. You’ll be able to use her. You’ll get a couple of months access of Helium 10 Elite for free. We’ll hook you up with that. And what are the other bonuses?
Bradley Sutton:
Do we have any other bonuses here? Oh yeah, oh my goodness, look at this. You can get a one-on-one call with me or Carrie as well. All right, so one-on-one call with me or Carrie. Maybe a couple of you, special request Andrew, maybe I can convince him to go on a one-on-one call with both of us for anybody who signs up. And those are those bonuses, all right? So that’s if you, you know, do this by the end of this week, all right? So this is a limited time offer. Hit one of these plans.
Bradley Sutton:
Again, h10.me/listing training. It more than pays for itself, guys. Just looking, being able to look up those Search Query Performance keywords, those Brand Analytic keywords, being able to put this all through our AI system here, more than pays for itself, your fee. Andrew, thank you so much for it. Andrew worked countless hours, scores of hours on this project, late nights with our China team. We’re up at like 11 o’clock at night, his time working on this stuff. And so thank you, Andrew, for all your hard work. And guys, this is just the beginning. All right, like we’re still gonna iterate.
Bradley Sutton:
Like he said, like Andrew talked, gave you a tease about some of the stuff we’re gonna allow you to look at multiple listings for Rufus. I’m gonna have more keyword features that you guys are going to be able to do. So this is something that is going to be continuously updated because Amazon algorithm, Amazon’s AIs are continuously updated. So look out for it. I hope to see you guys on our next workshop. Until then, thank you guys very much. See y’all later.
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