Publicis Commerce• Mar 25, 2026• 5:11Interview

Almost Live at Shoptalk 2026 | Ethan Goodman

Ethan Goodman•President, Profit's Hero Plus

Executive Summary

Shopper behavior is rapidly shifting towards AI-powered 'agentic commerce' using tools like ChatGPT, Perplexity, and Amazon's Rufus, requiring brands to adapt their discovery strategies.
To be recommended by Amazon's Rufus, brands must first achieve a baseline credibility as a best-seller with high ratings before content and keyword optimizations can have an impact.
The core principles for optimizing for agentic search are fundamentally the same as traditional SEO and digital shelf management, emphasizing the continued importance of retail fundamentals.
A notable counter-trend observed at ShopTalk 2024 is the 'return to analog,' where traditional channels like direct mail are proving effective even for digitally native brands, highlighting the need for a balanced marketing mix.

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Concerns Raised

Brands may be left behind if they fail to adapt to the shift towards agentic commerce.
An overemphasis on new AI trends could lead brands to neglect the fundamentals that still drive the vast majority of sales.

Opportunities Identified

Brands can gain a significant competitive advantage by understanding and optimizing for AI agent recommendations early.
Existing investments in SEO, customer reviews, and digital shelf management can be directly leveraged to succeed in agentic search.

Key Themes

The Rise of Agentic Commerce

The conversation centers on the significant shift in consumer behavior towards using AI agents for product discovery and purchasing. This new paradigm, termed 'agentic commerce,' moves beyond traditional search to conversational, recommendation-driven interactions on platforms like Amazon Rufus, ChatGPT, and Perplexity.

This represents a fundamental change in the digital shelf, forcing brands to rethink how they are discovered and evaluated by both algorithms and consumers.

A Two-Step Framework for AI Optimization

The research presented outlines a clear, two-tiered strategy for brands to get recommended by Amazon's Rufus. First, a product must meet a baseline threshold of being a best-seller with high ratings and reviews. Only after establishing this credibility can a brand effectively use content and keyword optimization to increase its 'share of agent recommendations.'

This provides a practical, actionable roadmap for brands, clarifying that performance metrics are a prerequisite for advanced content optimization in the age of AI.

New Channels, Enduring Fundamentals

While agentic commerce is a new frontier, the key pillars for success remain rooted in established best practices. Strong digital shelf presence, robust SEO, high-quality product content, and positive customer reviews are the same factors that influence AI recommendations.

This insight is crucial for brands as it means they don't need to discard their current strategies but rather adapt and double down on executing the fundamentals exceptionally well.

The 'Return to Analog' Counter-Trend

An interesting counterpoint to the dominant digital and AI narrative is the resurgence of traditional marketing channels. The success of a direct mail provider for e-commerce brands suggests that in a sea of digital noise, analog touchpoints can cut through and offer a tangible connection with consumers.

This highlights the importance of an omnichannel strategy and reminds businesses that the customer journey is not purely digital; physical and analog channels remain powerful tools for acquisition and retention.

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Topics

Agentic Commerce AI in E-commerce Amazon Rufus ShopTalk 2024 Retail Media Digital Shelf SEO E-commerce Strategy Marketing Trends Customer Reviews Product Detail Page (PDP)AI Agents Omnichannel Marketing Direct Mail Consumer Behavior

Processed Apr 20, 2026 yt-dlp + mlx-whisper + Gemini