Amazon’s latest foray into AI may incentivize merchants to update their product listings.

Its new AI chatbot, which the Seattle-based corporation made available to mobile app users on Tuesday, is designed to synthesize and distill information from product listings and customer reviews, with the goal of enhancing the customer experience. It can respond to questions that customers have about specific products, though it can’t carry on conversations like ChatGPT. While Amazon declined to share information regarding how Amazon merchants may enhance their product listings to be better served by the chatbot, business owners can consider using tactics they’ve applied for other search optimization applications.

For instance, to increase the likelihood of a brand’s products being recommended by ChatGPT, Ryan Pamplin, co-founder and CEO of the San Francisco-based portable blender company BlendJet previously explained to Inc. that businesses should make sure their product pages are detailed and answer any potential customer questions. “Look at the top 10 things that Google suggests after typing in your brand’s name,” he said. “You should write content that answers all of those questions in a way that you would like them to be answered.”

So, Amazon merchants–including the 2 million small- and medium-sized businesses on the platform–may consider building out FAQs and include keywords that shoppers would use when searching for something that fulfills a specific purpose. Most immediately, merchants can explore the consumer-facing technology to get comfortable with it, and then extract their findings in the effort of enhancing engagement.

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