New offering extends ACO Everywhere to its first vertical shopping agent, combining lessons from ReFiBuy’s work on answer engines with insights from a 100,000-prompt Amazon research library
RALEIGH, NC / ACCESS Newswire / September 23, 2026 / ReFiBuy today announced the general availability of its Agentic Commerce Optimization (ACO) offering for Amazon’s Alexa for Shopping (AFS). It helps brands identify product data gaps in their Amazon listings, review recommended enrichments to content and attributes, and track how their products appear in AFS responses.
Shoppers can now describe what they need in natural language in Amazon’s main search bar, compare options and ask follow-up questions through AFS. Their stated needs, from use case to budget, can affect which products appear, making accurate product context more consequential. In its Q2 2026 earnings commentary, Amazon reported that more than 350 million customers had used AFS in the preceding 12 months and that Q2 interactions had grown more than fivefold year over year.
A shopper asking whether a garment is breathable, how it fits and how it holds up after washing needs details a listing may not provide. When those details are absent, AFS has less brand-supplied context for its response.
Beginning in July, ReFiBuy brought 10 partners into its Design Partner Program, including first-party (1P) and third-party (3P) Amazon brands across beauty, health, fashion, computers and electronics, and other major categories. The partners’ feedback helped refine the Amazon offering and accelerate its move to general availability.
“The next competitive battle on Amazon is over which products make it into the shopper’s conversation,” said Scot Wingo, co-founder and CEO of ReFiBuy. “Brands cannot assume that the product knowledge inside their business is visible to an agent. The work is to make that knowledge explicit in your product data and keep improving it as the questions, competitors and recommendations change.”
Research That Shaped the Amazon Offering
A forthcoming report led by Andrew Bell, ReFiBuy’s VP of Research, draws on a 100,000-prompt study to show which products AFS surfaces, how it frames recommendations and which product details it uses to explain them. The analysis found that AFS often organizes recommendations around distinct needs, including use case, product type and budget. Reviews and ratings remain important, while AFS frequently uses details such as fit, materials and features to explain why a product suits a particular request. Those findings shaped the listing assessments and enrichment recommendations in ReFiBuy’s Amazon offering.
“Our goal is to understand the heart, mind and soul of Alexa toward your brand, only then can transformation of your listings begin on Amazon,” said Bell. “We will not sacrifice your SEO at the altar of AEO and GEO trends. Search visibility comes first, consideration comes next, and then Alexa makes its choice. That choice is the moment we are optimizing for.”
Establish a Baseline, Improve Product Data and Monitor Visibility
ReFiBuy’s agents assess Amazon product detail pages across four areas: Be Available, Be Findable, Be Trusted and Be Chosen. The Amazon PDP Score and supporting findings show where product data needs attention, giving teams a baseline for listing improvements.
ReFiBuy then recommends changes to content and attributes, including titles, bullets and descriptions, to make a product’s use cases, fit, materials and other relevant advantages clearer. Commerce teams can compare current and proposed values, review confidence scores, and approve, edit or reject each recommendation while weighing Amazon SEO priorities and listing requirements.
AFS monitoring captures responses to selected shopper prompts, showing when a product appears, which competitors are recommended and how visibility changes over time. Teams can use those observations to decide what to improve next.
Agentic Commerce Optimization, Built for Amazon
Built on ReFiBuy’s Commerce Intelligence Engine, the offering extends ACO Everywhere, announced in July, to its first vertical shopping agent. It brings Agentic Commerce Optimization into Amazon’s product-listing environment, where brands must account for AFS recommendations alongside existing search priorities.
ReFiBuy is showcasing the new Amazon offering at RetailClub AI Festival in Huntington Beach this week at booth 432. Brands can request an Amazon ACO Report to identify product data gaps and prioritize improvements for AFS.
About ReFiBuy
ReFiBuy is the Agentic Commerce Optimization (ACO) platform that helps brands and retailers compete wherever AI shopping agents shape buying decisions. Its Commerce Intelligence Engine monitors how agents discover and evaluate products, identifies gaps in product data, and generates and distributes approved enrichments to improve eligibility for discovery and recommendation. Through continuous monitoring and optimization, ReFiBuy helps commerce teams adapt their product catalogs as AI shopping evolves. Founded by ecommerce veterans from ChannelAdvisor, Walmart and MikMak, ReFiBuy is building the commerce intelligence layer for the agentic era. Learn more at refibuy.ai.
Media contact
Brian Chapman
VP, Growth
ReFiBuy
brian@refibuy.ai
SOURCE: ReFiBuy
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