In this episode of Marketplace Masters, Paul Sonneveld talks with Christian Umbach, co-founder and CEO of Autopilot, about Amazon's "third shelf": the AI Shopping Assistant. Christian's team studied 2,000 non-branded queries and around 70,000 ASINs to decode how Alexa picks products, and the results break the rules brands optimise for.

The headlines: 64% of top Alexa picks sat outside the organic top ten, 40% appeared nowhere on the traditional results page, and advertising won't buy you in. What does matter: 4.0+ ratings, availability, sales and review velocity, and catalogue quality. They also cover why apparel showed the most diversified AI results, how ChatGPT sources 45% of its shopping carousel from Google Shopping, and why your Amazon data discipline is now an asset across every AI search surface.

If your Amazon strategy stops at organic and paid, this is your wake-up call.