Amazon continues to evolve rapidly, with changes to the search algorithm, content formats, and compliance requirements constantly changing how brands succeed on the platform. As we move into 2026, sellers must adapt to a more advanced, AI-driven marketplace where traditional tactics and set it and forget it type management are no longer sufficient. This post covers the key Amazon trends to watch in 2026, based on insights from Goat Consulting account managers who actively manage seller accounts every day. Their perspectives reflect real world experience across a wide range of categories and provide practical guidance on what brands should prioritize to remain competitive in 2026 and beyond. Check out what our account managers have to say below.
Optimizing Amazon Listings for AI Agents (AEO)
“As Amazon continues to evolve its search experience, one of the most important shifts sellers should be paying attention to in 2026 is the move from traditional keyword based SEO to optimizing for AI agents. Amazon’s search algorithm has advanced beyond simple keyword matching and now relies on use cases, intent, and natural language when determining search results.
Sellers must focus not only on what keywords they target, but on how clearly their listings explain what a product is, who it is for, and how it is used. AI powered tools like Amazon’s Rufus have changed how customers search, evaluate, and compare products on Amazon. Listings that clearly answer common questions are better positioned to be served, summarized, and recommended by AI agents.
Sellers who rely solely on SEO keyword tactics risk losing visibility. In our experience updating a clients product, we asked Rufus what customers call this product? Rufus returned a list of actual customer searches where we incorporated those terms naturally into the bullet points and merchandising along with clear use cases. We also reviewed customer Q&A and reviews to ensure common questions, like wireless capability, included tape, and supported materials, were explicitly answered in the listing copy.
One actionable step sellers can take this month is to use Rufus or another AI tool to ask questions like ‘What do people call this product?’ and ‘What is this product best used for?’ Then update your bullet points, description, and backend search terms using clear, natural language that accurately reflects the product. Optimizing for AI, not just SEO, will position listings to perform better as Amazon continues to evolve into 2026.”
-Liz Carson
Shoppable Collections Will Play a Bigger Role
“Amazon Shoppable Collections will be a crucial tool for sellers in 2026. Sellers should be using this feature within A+ Content because it provides more detailed product discovery and encourages multi-item purchases while keeping shoppers within the brand instead of clicking away.
In accounts I manage, Shoppable Collections have allowed us to use more engaging content like videos and lifestyle images. These help customers understand how and when products are used while also exposing them to more of the catalog, which often leads to additional items being added to the order.
Sellers can start by creating one Shoppable Collection for their entire catalog and then build more tailored collections for specific product categories over time.”
-Mike Gray
UGC Video Will Outperform Traditional Product Videos
“In 2026, UGC video will be one of the biggest factors in winning on Amazon. Brands should aim to have UGC content not only on their product detail pages but also within their video ad campaigns. This will be a key differentiator for both conversion and engagement.
Traditional product videos with no narration often fail to build an emotional connection with shoppers. UGC content, where real people speak directly about their experience with the product, builds trust and connects more deeply with the ideal customer.
There are several ways to source UGC. Existing customer video reviews are a great starting point. For paid options, Amazon’s Creator Connections tool or TikTok allows brands to find and work with creators at scale. In 2026, we are prioritizing influencer campaigns to reach new audiences through social media while repurposing UGC videos as Amazon video ads.”
-Albert Podshivaylov
Attribute Completion Will Matter More Than Ever
“With the development of AI and agentic capabilities on Amazon, it is more important than ever to view listing optimization through the lens of attribute completion percentage. The more relevant product attributes you contribute, the more context you provide for AI tools and agents to develop a rich understanding of your product.
Historically, basic use of relevant terms in titles and bullet points was enough to index for core searches. For agentic optimization, simple keyword usage is no longer sufficient. The AI agent must understand the context of those terms in order to engage with customers through chat experiences, not just traditional search.
Secondary attribute completion provides that additional context. This matters right now because adoption is already happening. During Black Friday and Cyber Monday 2025, 38 percent of customers used Rufus at some point during their shopping journey, according to Sensor Tower”
-Eric Sutton
Compliance Will Become Less Forgiving
“I believe increased Amazon compliance will be a major factor in 2026. Amazon is flagging more listings for compliance issues, especially products in children’s categories and products that contain batteries.
It is critical for sellers to understand which policies apply to their products and begin preparing documentation now. Sellers should review lab testing requirements for their categories and confirm which documents are needed so they can complete testing ahead of time if required.”
-Stella Nelson
Conclusion
The common theme across all of these trends is clarity. Clear product explanations for Amazon AI agents. Clear brand storytelling through Amazon’s Shoppable Collections and UGC. Clear and complete data through attribute completion. And lastly, Clear compliance documentation before it is required. The Amazon sellers who win in 2026 will not be reacting to change. They will be building listings, content, processes, and systems designed for how Amazon already works behind the scenes to help it run even more smoothly. These insights come directly from the account managers at Goat Consulting who manage Amazon accounts for our clients every day. If you want help preparing your brand for what is coming next, contact us through the button below.