Optimize Your Retail Business for AI Search Platforms with AWS and Botify

As artificial intelligence (AI) transforms digital discovery and consumer behavior, retailers and brands face a critical challenge: how to remain visible in an era of AI-powered search platforms.

In this new paradigm, bots are increasingly acting on behalf of consumers, allowing them to move from product discovery to purchase directly in the AI platform. This process requires rapid and efficient information retrieval, with bots ferrying information to consumers and making evaluation and purchase decisions on their behalf. Poised to become key intermediaries between consumers and retailers, AI bots and agents are fundamentally changing how content is consumed and processed. However, most bots struggle to retrieve information rapidly and efficiently. They often fail to render significant portions of dynamic website content, missing crucial functionality, such as navigation or add to cart, and context like product reviews. This means that valuable information may be overlooked in the search process, potentially impacting a retailer’s visibility and consumer appeal.

Furthermore, the rapid rise of bot traffic is placing unprecedented strain on digital infrastructure. Intelligent bots and AI assistants now generate more than half of all web traffic, and businesses must find ways to adapt their systems to efficiently handle this increased load. This shift not only affects technical performance but also requires a reimagining of how content is structured and presented for optimal discovery and interpretation by AI systems.

With the right tools, forward-thinking brands can turn these challenges into significant opportunities for growth. Those that can effectively optimize their online presence for both human visitors and AI agents stand to gain a considerable competitive advantage.

In this post, we’ll explore how Amazon Web Services (AWS) customers can harness the power of AI search to enhance visibility and drive conversions. We’ll also introduce Botify, an AWS Partner whose leading agentic AI search technology for online visibility helps retailers navigate and thrive in this fast-evolving digital ecosystem.

Understanding AI Search for Retail

While Google still accounts for the majority of the search market at ~90%, AI search platforms are growing exponentially. Botify’s internal data shows a 4x increase in AI bot activity on retail and ecommerce sites from January to September 2025. Compared to traditional Google results, AI search platforms offer a radically different experience. Imagine a customer asking, “What’s the best waterproof running shoe for marathon training?” Instead of a list of links, ads, and rich results like shopping carousels, they receive a conversational response that curates information from multiple sources, compares products, and refines its suggestions based on their personal preferences and behaviors.

This illustrates how AI search has compressed the traditional customer journey. Where once a consumer might have spent hours researching across multiple websites, they can now move from awareness to purchase in a matter of minutes, all within a single AI interface. For retailers, this means the stakes have never been higher when it comes to visibility and accurate product representation in these AI engines.

Moreover, the rise of AI agents—autonomous programs that can research, compare, and even make purchases on behalf of consumers—will further disrupt the retail landscape. These agents may soon be handling complex tasks like finding the perfect gift or restocking household supplies, all without direct human intervention.

For AWS retail and consumer goods customers, adapting to this new paradigm is crucial. It’s no longer enough to optimize for traditional search engines. Your product information, brand story, and unique value propositions need to be structured and presented in ways that AI can easily understand, summarize, and recommend.

Botify’s AI-Powered Approach to Retail Search

This is where AWS Partner Botify comes in. Botify offers a comprehensive platform that helps retailers optimize their online presence for both traditional and AI-driven search environments. At the heart of Botify’s solution is a suite of tools designed to give you unprecedented visibility into how search engines and AI bots interact with your site—and the ability to act on those insights within the platform.

Botify Analytics: Centralized search insights
In the new era of search, where information serves both bots and consumers, trustworthy data is as good as gold. Botify’s data comprises technical and content optimization metrics, first-party data, and Google data across Search Console, Discover, and Ads to give end-to-end performance visibility. This ensures you have the strongest foundation to build your organic presence across both traditional and AI search.

Botify Intelligence: AI-powered recommendations
Staying ahead of urgent issues and errors is key to acting on growth opportunities. Botify helps teams identify and address potential issues before they become actual problems. AI-powered recommendations and alerts protect and grow retail traffic with suggestions designed to deliver the most impact.

Botify Activation: Scalable automation solutions
Keeping pace with AI technology in search requires harnessing AI-powered automation to accelerate business impact and drive revenue. Building on strong foundations of data and intelligence to help teams take action, Botify Activation covers a wide range of AI-powered automations: bot management & content rendering, optimized internal links, automated indexation, content generation, and deploying optimizations at scale. Botify Activation enables teams to do more with their existing resources to improve visibility and productivity, giving them the independence to take action without relying on bogged-down engineering resources.

Botify Assist: Agentic AI workflows
To help teams meet growing demands with fewer resources, Botify offers an AI co-pilot that boosts velocity and efficiency. With Botify Assist, teams can use multiple AI agents to automate entire workflows, from analysis and insight to creation and deployment. This experience is enriched with real-time data from the customer’s existing tools through an MCP server connection.

Botify Consulting: Search expertise enhanced by AI-powered workflows
Botify Consulting offers strategic SEO and GEO managed services that blend AI-driven technology with expert guidance to boost organic performance. Botify consultants work alongside in-house teams, delivering tailored strategies and hands-on support that drive measurable results. Using Botify’s AI-powered platform, they help companies adapt to evolving search, increase visibility, and drive sustained growth.

The impact of these tools can be transformative. Take, for example, a major US retailer that implemented Botify’s solution. Within six months, the retailer saw a 40 percent increase in organic traffic and, more importantly, a 25 percent boost in conversions specifically from AI-driven search platforms. The impact was significant: a 300 percent return in investment from their Botify partnership.

Similarly, using Botify’s Speedworkers solution, athletics retailer Puma saw a 180 percent in page requests through AI channels. This translated directly to a 420 percent increase in traffic from ChatGPT.

These success stories underscore the potential of AI-optimized search strategies. By ensuring visibility across both traditional and emerging search platforms, retailers can improve the quality of traffic, increase conversion rates, and reduce reliance on increasingly expensive paid advertising channels.

Embracing the AI Search Revolution

AI is already impacting search in tangible ways, and now is the time for AWS retail and consumer goods customers to shift their strategies accordingly. With solutions like Botify, you can ensure your products are discoverable wherever consumers—or their AI agents—search. You can optimize your content for the full customer journey, going beyond mere keywords and focusing on the consumer’s intent alongside technical optimizations. And perhaps most importantly, you can position your brand to capture the emerging opportunities in this new, AI-driven search ecosystem.

The next steps are clear: assess your current search visibility across both traditional and AI platforms, develop an AI-friendly content strategy that marries consumer intent to an optimized bot experience on your website, and implement a solution like Botify to automate and scale your optimization efforts.

The future of retail search is here, and with AWS and Botify, you have the tools to lead the charge.

Ready to ensure your brand remains at the forefront of discovery in the age of AI? Have Botify assess your GenAI readiness.